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phoebe yu – ettitude

Small Business

Melbourne, VIC

ettitude is an Australian homewares label offering modern, sustainable bedding and sleep accessories made with innovative fabrics. We believe bedding should be healthy, well-made and affordable, as we spend one-third of our lives in bed.

All products are made with our world-first 100 per cent organic bamboo lyocell fabric, which has a unique silky smooth and soft texture. It’s also hypoallergenic, breathable, moisture-wicking, and thermos-regulating, making it the healthiest bedding option that’s quite unlike anything else.

Customers who've slept with ettitude sheets keep returning to us for more, because, as they say, "once you go bamboo, you can't go back to cotton".

We have a strong focus primarily on giving customers what they want: premium bedding that doesn’t keep you up worrying all night because of price or what chemicals are in them. By leveraging technology to create interactive experiences for customers, we are fundamentally changing the way they shop for homewares.

Constantly researching new sustainable materials, ettitude was the first in the world to use 100 per cent organic bamboo lyocell bedding fabric. In 2016, Phoebe also ran a crowdfunding campaign to support the launch of another world first: the odour and bacteria-controlling bamboo charcoal Lyocell bedding. The campaigns raised almost USD$170,000 and skyrocketed ettitude¹s international customer base.

In 2017, we have also invented the world's first bamboo lyocell bedding infused with recycled coffee grounds, to help minimise landfill waste while offering a healthier night’s sleep. ettitude now has customers all around the world, with warehouses set up in both Australia and the U.S.

We have launched our first sleepwear collection last year, and we’re looking to take over customers’ bathrooms with new bath products!

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