Investors cozy up to LA-based ettitude’s bamboo bedding and sleep wear with $1.6 million

Investors cozy up to LA-based ettitude’s bamboo bedding and sleep wear with $1.6 million

Ettitude, the Los Angeles-based direct-to-consumer startup that produces sustainable bamboo fiber bedding and sleepwear, has raised a round of sustainable size that should keep the company going even in the face of an economic downturn .

Co-founded by Melbourne, Phoebe Yu, originally from Australia, and serial entrepreneur Kat Dey, ettitude sells high-end bamboo bedding made with a process she first heard of in her old job working as an exporter helping chain stores of Chinese fabrics in China.

Investors cozy up to LA-based ettitude’s bamboo bedding and sleep wear with $1.6 million
Investors cozy up to LA-based ettitude’s bamboo bedding and sleep wear with $1.6 million

Bamboo fabrics

Coming from a factory in Zhejiang, China, near Shanghai, the bamboo fabrics are made with non-toxic solvents and a closed-loop system that reuses water for the process, according to Yu.

Yu started selling clean Bamboo branded bedding under the ettitude label in Melbourne, but when he saw that orders were beginning to withdraw from the United States, he moved in and brought his company with him.

Upon arrival, Yu realized that she would need a strong co-founder with brand experience to help her navigate the vast U.S. market, so Yu turned to AngelList, which is where he found Dey.

Serial entrepreneur with experience in the retail sector, whose first company TryTheWorld was acquired by EarthBox in 2017, Dey was looking for her next project.

Marketing Work

“Phoebe sent me a sample and I had the best night’s sleep in my life,” said Dey. From then on, the two co-founders started the long and hard marketing work of their business.

Sales are growing, according to the two women, and the company’s chances have certainly been improved by the infusion of capital by Drumbeat Ventures and TA Ventures, a European women’s fund based on technological innovation.

The $ 1.6 million funding will be used to increase sales and marketing as the company expands beyond bedding – with an average price of $ 178 for a set of queen size sheets – and in night and other categories.

“Phoebe, Kat and their brand, ettitude, are an authentic combination of passion, purpose and proprietary product that I have seen on the market in my 20 years, “said Adam Burgoon, founder of Drumbeat Ventures.” They are perfectly positioned to bring their mission of sustainability and comfort to an audience wider. ”

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