Scandinavian partnership for HD Wool
Technical wool insulation provider HD Wool is to work with sports and outdoor consultancy HuginBiz to develop its business in Scandinavia.
HD Wool managing director, Simon Whitmarsh-Knight, said brand adoption of its traceable wool insulation products was growing significantly. He attributed this to increased interest in the benefits of natural performance fibres and in the regenerative agriculture movement.
He said HuginBiz had “extensive expertise and experience in ingredient branding strategies” and that he was confident the new partnership would help HD Wool grow in the Scandinavian market and support its existing customers there.
For his part, HuginBiz founder, Martin Kössler, said consumers in Scandinavia had a long history of preferring wool in functional and everyday clothing. He added that there had been immediate interest in the Gothenburg-based consultancy’s partnership with HD Wool from leading, premium, sustainability-focused brands.
