Phoebe Yu, Founder & CEO, started Ettitude a couple of years ago in Australia. After decades of experience in the textile supply chain for large companies like Target and Walmart, she realized all they cared about was getting to the lowest price point without any regard for the impact on the environment.
When she moved to Australia from China, she was re-educated on the environmental impact of the textile industry—it is after all the 2nd most polluting industry in the world—and she wanted to do something about it. She knew there was a lot of innovation in textiles for fashion, but not much going on in bedding. So, she wanted to find sustainable solutions that could be better than the conventional options for home and lifestyle—making a positive impact in the otherwise wasteful textile industry. Today, she can proudly say they have accomplished this!
Ettitude is about living with an eco-attitude. Using proprietary CleanBamboo™ fabrics, Ettitude bedding, sleepwear and bath essentials are as soft as silk, as sustainable as hemp, as breathable as linen, but at the price of cotton. Their mission is to use innovation to drive positive change, to co-create a world where all of us—customers, communities, the planet, and people who work in the business—can flourish.
It all started in Phoebe’s home office in Melbourne, Australia in the owner’s rented townhouse’s double garage. They used their living room as the office and the garage for inventory. In the beginning, it was just Phoebe taking orders online, pick and pack and drop to one of Australia’s Post offices. Then they grew a bit to have a part-time employee and the garage couldn’t hold all the inventory, so they moved to a proper warehouse/office place.
They ran their own warehouse for about another year, then decided to outsource that part to a professional 3PL warehouse that had more space and human resources for their quick growth. Ettitude now has a team across two hemispheres, working to revolutionize the bedding and home goods industry. In 2019, they helped 30,000 people sleep better, saved 100 million gallons of water, and opened a store on Abbot Kinney in Venice, CA.
