Ettitude, the Los Angeles-based, direct-to-consumer startup making sustainable bedding and sleepwear from bamboo fibers, has raised a sustainably sized round that should keep the company going even in the face of an economic recession.
Co-founded by the Melbourne, Australia native Phoebe Yu and serial entrepreneur Kat Dey, ettitude sells high-end bamboo bedding made using a process she first heard about in her old job working as an exporter helping chain stores source textiles in China.
Sourced from a factory in Zhejiang, China, near Shanghai, the bamboo textiles are made using non-toxic solvents and a closed-loop system that reuses water for the process, according to Yu.
Yu started selling the cleanBamboo-branded bedding under the ettitude label in Melbourne first, but when she saw the orders begin to pick up from the U.S. she relocated and took her company with her.
Upon arrival, Yu realized she’d need a strong co-founder with experience in branding to help her navigate the massive market in the U.S. So Yu turned to AngelList, which is where she found Dey.
A serial entrepreneur with a background in retail, whose first company TryTheWorld was acquired by EarthBox in 2017, Dey was looking for her next project.
“Phoebe sent me a sample and I had the best night of sleep in my life,” Dey said. From then on the two co-founders began the long, hard slog of marketing their business.
Sales are growing, according to the two women, and the company’s chances have certainly been improved by the capital infusion from Drumbeat Ventures and TA Ventures, a European female-founded fund focusing on technology innovation.
The $1.6 million financing will be used to boost sales and marketing as the company expands beyond bedding — with an average price of $178 for a queen-sized sheet set — and into sleepwear and other categories.
“Phoebe, Kat and their brand, ettitude, are as genuine a combination of passion, purpose, and proprietary product that I’ve seen in the marketplace in my 20 years,” said Drumbeat Ventures founder, Adam Burgoon, in a statement. “They are perfectly positioned to bring their mission of sustainability and comfort to a broader audience.”