How Wool.life Is Creating Practical, Sustainable Wool Products for Everyday New Zealand Living.
Wool.life is reimagining the role of wool in everyday life as its rapid expansion testifies.
Wool.life creates practical, sustainable products for everyday New Zealand living, designed to meet needs of pet owners, gardeners, and households looking for natural alternatives. Their range includes New Zealand-made wool dog beds, wool inner cushions, wine carry bags, and garden essentials such as mulch and weed mats, all crafted with durability and function in mind. Many of these products use recycled, locally sourced wool fibres, supporting a circular system that reduces waste while backing New Zealand industry.
With 23.6 million sheep shorn across the country each year, wool is one of New Zealand’s most abundant natural materials. Through thoughtful design, Wool.life brings this resource into the home, the garden, and beyond, creating products for those who value both function and sustainability.Gareth originally began his journey with Wool.life working from his home garage. What started as a small, home-based setup quickly grew into something much bigger. As demand increased and the business expanded, the original workspace was no longer large enough to run operations, leading the team to move into a warehouse on the outskirts of Hastings.
After more than twenty years working in provincial business roles, Gareth and two business partners came together to buy an existing wool business that had gone into liquidation in 2022. Purchasing the brand, website, and some intellectual property, the three started out small, operating from that initial home setup. What began as a way to bring in extra income soon evolved into a full-time venture. As the business grew, both partners stepped away, leaving Gareth to continue building Wool.life. By mid-2023, Gareth had made the leap from his full-time job to focus entirely on the business.
We discussed what it was like stepping into full-time business ownership and learning how to grow within the e-commerce space. Gareth explained, “it’s almost been a practical degree… the three years since have been learning on steroids,” referring to the new skill sets required for small business ownership, including e-commerce, marketing, and finance. While the move to the Hastings warehouse space was driven by growth, it also brought an unexpected benefit. Gareth had found that running a business alongside family life made it easy to become distracted, with people coming in and out to ask questions throughout the day. Moving into a dedicated space allowed him to better separate work from home life and create clearer boundaries between the two.
Like many of us, Gareth has learned the importance of finding life balance. One of the ways he maintains that balance is through a weekly walk with his wife, grabbing coffee from their favourite spot and walking around the bays together. He noted the importance of decompressing and connecting, as well as being fully present wherever he is. Wool.life, as a business, believes it is important to support local industry, with dog bed covers sewn in Hawke’s Bay, labels and embroidery sourced locally, and a strong focus on sustainability.
New Zealand is known as the land of sheep, with around 23.6 million across the country, Wool.life has created a way to honour that legacy through practical, sustainable products made right here at home. Their commitment is simple: to do what is right, choosing ethical and community-focused practices even when they are not straight forward or most profitable. As Gareth shared, “The easiest thing isn’t always the right thing.” Wool.life uses both recycled and upcycled local materials in its manufacturing, supporting farmers and ensuring all wool and production remain entirely New Zealand made.
Gareth and I also spoke about what success looks like for Wool.life as a business that values giving back to its community. “Ultimately, success is taking wool and woollen products to customers around the world. The reality of that, though, is we will only be able to do that if we are a strong, vibrant, successful business that delivers strong profitability, right? Because we're not a not-for-profit. If we can't deliver profitability, we haven't got a business.” As a business owner myself, I think this is such an honest and grounded perspective. In times of financial pressure, it is a reminder that while many people in business want to give back, they must first be sustainable themselves. For Gareth, part of the joy of building a profitable business is the ability for Wool.life to support others. The business contributes to community organisations and events, including sponsoring women’s skating and responding to local requests, reflecting the belief that, “If you can help, you should!” Gareth also credits business growth to strong collaborations with suppliers such as Stitchery House, Textile Products and Aramex, valuing relationships just as much as the products themselves.
Wool.life is more than just a product-based business; it is a reflection of what can happen when intention and values come together. From a garage workspace to a growing warehouse operation, the journey has been shaped by a commitment to doing things differently. As the business continues to grow, it remains grounded in supporting local, choosing sustainability, and creating products that feel both practical and meaningful in everyday New Zealand life.
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