The emergence of our brand
In a small factory located in an old caravanserai in Marrakech, the sheep's wool duvets are carefully made by hand. The quality standards at MedSalus Woolhome are among the highest and production is controlled down to the smallest seam. The local employees are one of MedSalus Woolhome's most important resources and every blanket is produced fairly.
During an eight-hour drive, Dr. Gerfried Lexer not only sees the countless flocks of sheep, but also the glowing mountains of wool. Wool that was destroyed because it was no longer needed. An unfortunate consequence of today's consumer society. Berber carpets used to be very popular with hotels and institutions. Not only because of the air-purifying effect of wool, but also because it is flame-retardant. Large carpets were in demand in private households and were modern. Today, carpets made from synthetic fibers are mainly used. This development caused a large part of the market for Moroccan sheep's wool to disappear.
Wasted potential
In 2015, Gerfried Lexer couldn't let go of the fact that today a 100% natural raw material is simply being destroyed. The doctor was also touched by people's fates, as the asylum crisis had reached its peak at that time. Many young Moroccans left - and still leave - the rural areas to find happiness in the “big” city. Usually the beginning of a downward spiral. If they find work at all, the conditions are appalling and so are the living conditions. A motivator to emigrate to Europe. Unfortunately, they only realize much too late that “milk and honey” isn’t flowing there either.
“I saw young, talented and intelligent people on the streets of Marrakech who had and still have no prospects. Diamonds in the rough that just need a little support to reach their full potential,” says Lexer. And he saw the potential in the wasted raw material of sheep's wool.
An idea began to mature within him.
An idea that should provide added value for everyone.
MedSalus Woolhome was born. An economical, ecological and social business idea. A business idea that reflects Gerfried and Melanie Lexer's moral values, high quality understanding and unwavering commitment to sustainability. Which combines the medical background of the founders and the knowledge of the importance of good sleep.
Their vision: to produce the highest quality, most natural and sustainable sheep's wool blankets and products. Products that ensure natural sleep and that are also affordable. Products through whose Production and sales give people in Morocco a perspective by enabling them to enjoy a good standard of living through fair working conditions.
How a respected doctor became a wool and duvet expert.
Gerfried Lexer dealt extensively with product development and the topic of sheep's wool. A doctor at heart, he began with intensive research work. Products that were already on the market were tested, literally dissected and analyzed. The conclusion: There is still a lot of room for improvement. The MedSalus products should become fluffier, more breathable and more natural.
In order to meet his personal quality criteria, he searched for the perfect materials for the cover and the perfect manufacturing method for the fleece, the inner workings of the duvets. He couldn't find anything. So he had an untreated cotton cover developed that was sufficiently permeable to air so that the sheep's wool could fully develop its breathable, heat- and moisture-regulating properties.
Hands-on science for perfect, natural sleep
In order to be able to produce a fluffy and cozy fleece, he developed a special carding machine. The carding machine combs the wool fibers and brings them into a parallel arrangement. The fibers form a light and loose fleece. This means that the carding is crucial for the quality of the sheep's wool duvets. But the quilting of the blanket is also crucial. A phase of testing followed. Each method was examined, the individual parameters were adjusted and corrected and adjusted and corrected again.
Hands-on science for perfect, natural sleep. The prototypes were entrusted to the family for a test sleep, after which the test subjects answered analytical questionnaires. A lengthy process that led to the desired result: a high-quality sheep's wool duvet that finally enables natural and good sleep again.
A production facility was sought in Marrakech and found in a royal caravanserai. Quality and production standards that correspond to Austrian standards were set and employees were hired and trained. In 2018 the time had finally come. Production could start. And the social aspect of MedSalus Wool began to take effect.