Ettitude, the Los Angeles-based, direct-to-consumer startup compiling sustainable pillow and sleepwear from bamboo fibers, have given rise to a sustainably sized round that should keep the company departing even in the face of an economic recession.
Co-founded by the Melbourne, Australia native Phoebe Yu and serial inventor Kat Dey, ettitude sells high-end bamboo bedding uttered employing a process she first is known about in her aged hassle succeeding as an exporter helping chain store source textiles in China.
Sourced from a factory in Zhejiang, China, near Shanghai, the bamboo textiles are made exerting non-toxic solvents and a closed-loop system that reuses ocean for the process, according to Yu.
Yu started selling the cleanBamboo-branded bedding under the etitude label in Melbourne first, but when “shes seen” the orderings begin to pick up from the U.S. she relocated and took her firm with her.
Upon arrival, Yu realized that she’d need a strong co-founder with suffer in branding to help her navigate the big grocery in the U.S. So Yu turned to AngelList which is where she found Dey.
A serial industrialist with a background in retail, whose first busines TryTheWorld was acquired by EarthBox in 2017, Dey was looking for her next project.
” Phoebe sent me a test and i had the best night of sleep in my life ,” Dey said. From then on in the two co-founders began the long, hard slog of sell their business.
Sales are growing, according to the two women, and the company’s likelihoods 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 marketings and market as the company expands beyond bunking — with an average price of $178 for a queen-sized sheet mount — and into sleepwear and other categories.
” Phoebe, Kat and their brand, ettitude, are as genuine a combination of passion, determination, and proprietary concoction that I’ve seen in the marketplace in my 20 years ,” said Drumbeat Ventures founder, Adam Burgoon, in the following statement.” They are perfectly positioned to bring their mission of sustainability and comfort to a broader public .”
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