Rewoolution
- Company typePrivate
- Founded2011
- HeadquartersValpiana, Italy
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Rewoolution firmographics
Firmographics- Name
- Rewoolution
- Legal name
- Rewoolution S.r.l.
- Website
- https://rewoolution.it
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Rewoolution industry classification
Industry- Product category
- Technical Activewear Apparel
- NAICS
- Apparel Manufacturing (315), Footwear Manufacturing (3162), Shoe Retailers (45821), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Women's, Misses', And Juniors Outerwear (2330), Footwear, (No Rubber) (3140), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industries
- Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI), Luxury & Couture / Small-Batch Cut & Sew (IMAOAEAL)
Keywords
Where Rewoolution is headquartered
LocationHeadquarters
- HQ city
- Valpiana
- HQ country
- Italy
- HQ region
- Europe
Offices2 records
Markets served
Rewoolution business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Direct-to-Consumer E-commerce: Rewoolution operates a direct-to-consumer e-commerce model through its website rewoolution.it, selling Merino wool activewear directly to end consumers with free express shipping for orders over 100 EUR
- Retail Store Sales: Products are also sold through physical retail stores via store locator (Cerca Rivenditori), implying wholesale distribution to third-party retailers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Base-layer T-shirts and Tops |
| Unit Pricing | Pay-as-you-go | Mid-layer Sweatshirts and Fleeces |
| Unit Pricing | Pay-as-you-go | Outerwear and Jackets |
| Unit Pricing | Pay-as-you-go | Leggings and Pants |
| Unit Pricing | Pay-as-you-go | Polo Shirts |
| Unit Pricing | Pay-as-you-go | Woolflyer Sneakers |
| Unit Pricing | Pay-as-you-go | Accessories (Socks) |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Rewoolution product offering
Product offeringCore offering
Rewoolution designs, manufactures and sells 100% Made in Italy activewear made from ZQ-certified Merino wool, including base-layers, mid-layers, outerwear, leggings, accessories and the WOOLFLYER sneaker. Products are sold directly to consumers through the brand's e-commerce site and through third-party retail stores. The brand is the activewear division of Gruppo Reda and leverages proprietary fabric technologies such as CompACT3, Reda Active Merino Jersey, Reda Active Merino Piquet, Reda Active Pure Merino Mesh and Merino Punto Roma.
Product overview
Rewoolution is an Italian activewear brand (100% Made in Italy) specializing in Merino wool sportswear for men and women. The product portfolio consists of two main collections (men's and women's) organized around fabric technologies: Reda Active Merino Jersey (versatile, quick-drying), Reda Active Merino Piquet (breathable, natural stretch), Reda Active Pure Merino Mesh (3D texture for extreme conditions), and Merino Punto Roma (smooth midlayer fabric). Products span base-layers (t-shirts, tops, underwear), midlayers (sweatshirts, half-zip pullovers), outerwear (jackets, vests), leggings/pants, accessories (socks), and footwear (WOOLFLYER sneaker). Key technologies include CompACT3 (enhanced wool performance), body-mapping construction, and Optimal Comfort fit. The brand sources ZQ-certified Merino wool from New Zealand farms owned by parent company Gruppo Reda, with manufacturing at Reda mills in Biella, Italy.
Differentiator
Problem solved
Functional benefit
Products and services
- Men's Activewear Collection Men's sportswear line in 100% Merino wool, including base-layers (t-shirts, underwear), midlayers (sweatshirts), outerwear (jackets, vests), leggings, polos, socks and shoes. Targeted at men engaged in trekking, trail running, skiing, mountaineering and other outdoor activities who want natural fiber performance wear.
- Women's Activewear Collection
Quantifiable outcome
- 15% more resistance, 30% more elasticity, 20% more softness compared to traditional Merino wool
- +2 more outcomes
Companies that use Rewoolution
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Rewoolution technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Rewoolution partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- ACBCcoreACBC is an Italian company specialized in high-performance sports footwear production. Rewoolution collaborated with ACBC to create the Woolflyer sneaker, utilizing ACBC's expertise in athletic footwear while incorporating Rewoolution's ZQ-certified Merino wool and ACBC's AlgaFoam (algae-based foam) and ReRubber (recycled plastic) materials. The Woolflyer represents a fusion of traditional Italian textile craftsmanship with innovative sustainable footwear technology.
- ZQ (New Zealand Merino)coreZQ is the certification body for Rewoolution's Merino wool supply, guaranteeing natural fiber quality, animal welfare standards, full traceability, and regenerative agriculture practices. Rewoolution sources wool from New Zealand farms owned by Gruppo Reda, ensuring mulesing-free practices and ethical treatment of sheep in open-range conditions.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Rewoolution competitors and assessment
Company assessmentRegional players
- La Sportiva: La Sportiva is an Italian premium outdoor footwear brand (climbing, mountaineering, trail running) headquartered in Trentino. Comparable as an Italian outdoor brand serving mountaineers and trail athletes, though focused on footwear rather than wool apparel.
Broad incumbents
- Norrøna: Norrøna is a Norwegian premium outdoor brand covering ski, mountaineering and trail. Comparable to Rewoolution on premium technical apparel, sustainability claims and outdoor enthusiast customer base, though with a broader product range.
- Patagonia: Patagonia is the benchmark US sustainable outdoor apparel incumbent with broad product breadth beyond Merino (fleece, shells, casual). Comparable to Rewoolution on sustainability positioning, premium pricing and outdoor consumer targeting, but vastly larger in scale and assortment.
- Arc'teryx: Arc'teryx is a Canadian premium technical outerwear and activewear brand (Amer Sports). Comparable on premium technical positioning and overlap in base-layers, midlayers and shells aimed at alpinists and trail athletes.
- Salewa: Salewa is a South Tyrolean/Italian alpine sports brand with apparel, footwear and hardware. Comparable on Italian/European heritage, mountain-sports customer base and overlap in technical base-layers and outerwear.
Emerging players
- Veja: Veja is a French sustainable sneaker brand using natural and recycled materials (rubber, organic cotton). Comparable to Rewoolution's Woolflyer line on sustainable footwear positioning and natural-material storytelling, although Veja is casual lifestyle rather than performance.
Direct peers
- Smartwool: Smartwool, also under VF Corporation, is a US-based Merino wool apparel and sock brand serving hiking, running and lifestyle. Directly comparable to Rewoolution on fibre, target consumer (outdoor enthusiasts) and core SKUs (socks, base-layers, sweaters).
- Devold of Norway: Devold is a Norwegian heritage wool apparel brand with a long-standing Merino base-layer and outerwear line. Comparable to Rewoolution on fibre technology, outdoor/ski use cases, and heritage-tinged marketing around Norwegian wool craftsmanship.
- Ortovox: Ortovox is a German brand specializing in Merino wool mountain sports apparel and backcountry safety gear. Direct peer in the Merino-wool-outdoor category with overlapping customer base in alpinists, ski tourers and trekkers.
- Icebreaker: Icebreaker is a New Zealand-founded Merino wool activewear and base-layer brand, now owned by VF Corporation. It is the closest direct peer to Rewoolution: same Merino-first positioning, overlapping product categories (base-layers, midlayers, outdoor apparel), and shared ZQ-certified NZ wool sourcing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Rewoolution social profiles
Digital presenceRewoolution compliance and trust
Trust signalCompliance5 records
Rewoolution financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rewoolution leadership team
Management profileNumber of profiles
Rewoolution funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rewoolution M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rewoolution
What does Rewoolution do?
Rewoolution designs, manufactures and sells 100% Made in Italy activewear made from ZQ-certified Merino wool, including base-layers, mid-layers, outerwear, leggings, accessories and the WOOLFLYER sneaker. Products are sold directly to consumers through the brand's e-commerce site and through third-party retail stores. The brand is the activewear division of Gruppo Reda and leverages proprietary fabric technologies such as CompACT3, Reda Active Merino Jersey, Reda Active Merino Piquet, Reda Active Pure Merino Mesh and Merino Punto Roma.
Is Rewoolution a public or private company?
Rewoolution is a private company. It is classified as corporate owned and is currently operating.
When was Rewoolution founded?
Rewoolution was founded in 2011. It employs 11 to 50 people.
Where is Rewoolution based?
Rewoolution is headquartered in Valpiana, Italy, in the Europe region.
How does Rewoolution make money?
Two revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Store Sales.
Who are Rewoolution's main competitors?
La Sportiva is listed as a regional player. Broad incumbents are Norrøna, Patagonia, Arc'teryx and Salewa. Veja is listed as an emerging player. Direct peers are Smartwool, Devold of Norway, Ortovox and Icebreaker.
Does Rewoolution have an API?
No public API is recorded for Rewoolution.
What industry is Rewoolution in?
Rewoolution's product category is Technical Activewear Apparel. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAAAAAI, Outerwear & Cold-Weather Apparel Manufacturers. Its NAICS code is 315 and its SIC code is 2300.