United Kingdom - 2016

Domain of application: Local

Status: Existing


Naturalmat is the leading UK manufacturer of 100% organic, natural fibre mattresses. The business model shows exemplary circular economy oriented innovations with regards to company vision, product and process. Using organic materials such as wool, cotton and even seaweed, all are sourced for their renewable credentials and long-term sustainability.

Naturalmat combines comfort with material innovation. Their mattresses are made with 100% organic and natural fibres, such as organic lamb’s wool, organic coir and natural latex. These are used in different combinations to produce merchandise that appeals to different customer segments: babies, children, adult, hotel and marine markets (e.g. yachts). Such mattresses also offer superior comfort and durability because of the intrinsic features; insulation, ventilation, of the natural raw materials they contain. All the materials used are 100% biodegradable, which means that they can be safely returned to nature at the end of their useful life.

Their processes are quite distinctive too. Not only does Naturalmat employ local people, the company tries to utilise local raw materials wherever possible. The company has aimed for a local rather than a global supply chain. In addition, mattresses are manufactured by hand, which is relevant for producing a high quality product. Spare materials are reused where it is possible to do so and measures are taken to ensure that the carbon footprint stays as low as possible. The mattresses are entirely chemical free, with any treatments that the raw materials receive before being manufactured in the end product being only natural ones.

Overall, Naturalmat’s product and process adopt a number of innovative features: sustainable and biodegradable raw materials, local supply chain, chemical free, reusing materials wherever possible, extended product durability. All are key requirements for their long-term vision and business model that accords with the principles of the circular economy.