Ettitude sells high-end, sustainable bedding and sleepwear made from bamboo fibers through a direct-to-consumer model. Its textiles are produced at a factory in Zhejiang, China, using non-toxic solvents and a closed-loop water-reuse system. The brand began in Melbourne, Australia, and relocated to the U.S. as orders grew. Co-founders Phoebe Yu and Kat Dey lead the business; Yu sourced the production process from her prior work exporting textiles and Dey brings retail and branding experience. Sales are reported as growing, and ettitude’s queen-sized sheet sets retail at an average price of $178. The company plans to use new capital to boost sales and marketing and to expand beyond bedding into sleepwear and other categories. Ettitude sells bamboo lyocell bedding and pajamas positioned as an eco-friendly alternative that feels like a hybrid of silk and cotton and stays cooler than conventional fabrics. The company highlights sustainability claims for bamboo lyocell, noting roughly 10x the fiber yield per acre of cotton and under 10% of the water required to grow cotton. Product feedback in the article noted the sheets are soft and cool but require more attentive laundering (cold wash and separate or laundry-bag use). Ettitude launched first in Australia, expanded to the U.S. late in the summer, and has sold “tens of thousands” of units. The business reports roughly 20% month-over-month growth and has gained traction via direct-to-consumer e-commerce. The company is predominantly bootstrapped but has taken friends-and-family capital and accelerator funding.

Total raised

$2M

Funding rounds

2

Latest round

Equity

Latest activity

May 2020