Karoo Creations create sustainable sleep products, locally.

We spoke to the CEO of Karoo Creations about doing business in SA, what drives him and how they are improving people’s lives one sleep at a time.

From very nearly broke to breaking into the bedding market in a big way.

Aubrey Williams, CEO, and founder of Karoo Creations, tells us how they made the dream of wool duvets and bedding a cosy, and profitable reality.

As with many start-ups, their story starts with the Covid-19 Pandemic.

“Our newly opened hotel in the Karoo had to close for the Covid lockdowns. After refunding our guests who couldn’t stay with us, we only had R1300 in the bank. It was a dire situation!”

According to him, he had been thinking about wool duvets for months, and did some extensive research on the subject. With this in mind and fully aware of how precarious their financial situation was, he decided it was now or never to pursue this idea.

“A small website was set up; the Facebook page was launched, and we sold our first duvet in March 2020. After that, Karoo Creations just grew and grew! The impact that we have on people’s sleep keeps us going. Reading every review of how people’s sleep has improved makes it worthwhile!”

Karoo Creations has grown and expanded over the past four years.

“From a small start with just the two of us, to a full 2000 square meter factory with 17 full time staff in four years means that we are doing something right and that there is a great demand for our sustainable sleep products.”

They pride themselves on the ethics of their manufacturing and their sustainable products.

“Our aim is for our products to be the antithesis of the 1960’s plastic revolution. We have designed them to have the least possible impact on the environment and planet.”

By using ethically sourced sheep and alpaca wool and fleeces from local farmers and suppliers, they can ensure full traceability and accountability for their products and stick to their promise of ethical and sustainable sleep products.

Many moments stand out over the past couple of years.

“It’s a toss-up between being featured on Kyknet’s Kwela programme in May 2023, and moving from the old hotel into our new factory where we have full production lines going and a proper environment to manufacture our bespoke products.”

The future is woolly!

For Aubrey, the intermingling between the Karoo environment and the natural materials it gives us, along with the very real science on the benefits of good sleep is one of their main motivations when looking at future business opportunities.

“We are absolutely passionate about wool and its phenomenal benefits for sleep. We’re hoping to get into the hospitality trade to make sure that big hotels move away from plastic and down duvets to a much more sustainable and eco-friendlier product that gives far better sleep quality.”

Aubrey, and his husband Lionel Millard, are themselves serious about sleep and love their own Karoo Creations products.

“We cannot do without our Alpaca duvet on our bed here in the Karoo in winter. It is softer than a down duvet, just as light and keeps us super warm without the sweating of plastic and down duvets. And our wool-filled pillows travel everywhere with us.”

When asked how they stay positive in the current South African business climate, the answer is easy…

“Knowing that we are improving people’s sleep, one duvet at a time! Every review we get on Google or Facebook, each email or telephone call, the happiness and satisfaction of our clients always puts a smile on our face and makes us want to do more.”

Creating jobs and futures

Karoo Creations was truly born from adversity and grew into a force for good for a whole community. In a country were job-creation is so important, Aubrey and Lionel have created a bright, sustainable and ethical future through their commitment to quality, and their love for the Karoo and its riches.

Rapid fire round:

Beach or Bush?

Definitely beach! We live in a semi-desert, so the sea is always a welcome respite.

Misty mornings or Lazy sunsets?

Misty mornings with hot coffee!

Braai or Brunch?

Chilled brunch with Mimosas.