Ettitude, the Los Angeles-based, direct-to-consumer startup making sustainable bedding and sleepwear from bamboo fibers, has raised a sustainably sized spherical that ought to hold the corporate going even within the face of an financial recession.
Co-founded by the Melbourne, Australia native Phoebe Yu and serial entrepreneur Kat Dey, ettitude sells high-end bamboo bedding made utilizing a course of she first heard about in her outdated job working as an exporter serving to chain shops supply textiles in China.
Sourced from a manufacturing unit in Zhejiang, China, close to Shanghai, the bamboo textiles are made utilizing non-toxic solvents and a closed-loop system that reuses water for the method, in response to Yu.
Yu began promoting the cleanBamboo-branded bedding below the etitude label in Melbourne first, however when she noticed the orders start to choose up from the U.S. she relocated and took her firm along with her.
Upon arrival, Yu realized that she’d want a robust co-founder with expertise in branding to assist her navigate the large market within the U.S. So Yu turned to AngelList which is the place she discovered Dey.
A serial entrepreneur with a background in retail, whose first firm AttemptTheWorld was acquired by EarthBox in 2017, Dey was in search of her subsequent venture.
“Phoebe despatched me a pattern and that i had the most effective evening of sleep in my life,” Dey stated. From then on within the two co-founders started the lengthy, laborious slog of promoting their enterprise.
Sales are rising, in response to the 2 ladies, and the corporate’s probabilities have actually been improved by the capital infusion from Drumbeat Ventures and TA Ventures, a European female-founded fund specializing in know-how innovation.
The $1.6 million financing will probably be used to spice up gross sales and advertising as the corporate expands past bedding — with a median worth of $178 for a queen-sized sheet set — and into sleepwear and different classes.
“Phoebe, Kat and their model, ettitude, are as real a mixture of ardour, objective, and proprietary product that I’ve seen within the market in my 20 years,” stated Drumbeat Ventures founder, Adam Burgoon, in an announcement. “They are completely positioned to convey their mission of sustainability and luxury to a broader viewers.”