In 2014, Phoebe Yu wished to shift client tradition in direction of extra ethnically sustainable habits, so she created an environmentally-focused homewares model. She known as it ‘ettitude’.
Simply 4 years later, Yu shipped her firm from Melbourne to LA, the place she now employs greater than 10 individuals. A 12 months later, the corporate marked a big improve in income from the earlier 12 months, and arrange a retail retailer in LA, which Yu hopes to broaden to New York and Melbourne.
Within the final week, Yu’s firm closed a AUD $2.54 million (USD $1.6M) seed spherical in the USA.
Yu began the enterprise in 2014 after years of working in textile and homewares sourcing and logistics and realizing that buyers had been craving for merchandise which are environmentally pleasant and personally comfy.
“There’s a rising want amongst prospects to essentially dwell their values,” she mentioned in a press launch. “With ettitude, we positively dwell and breathe the understanding that all of us wish to dwell higher, extra comfy lives whereas defending and caring for the planet.”
The newest funding announcement exhibits an rising international demand for sustainably-made bamboo textile merchandise and natural, vegan bedding. The textiles are sourced from a manufacturing facility in Zhejiang in China and made utilizing a mix of non-toxic solvents inside a closed-loop system that recycles water.
“Since we started, the primary factor our prospects have responded to is the standard and touch-feel of our signature textile,” she mentioned. “It’s acquired however is less complicated to look after and cruelty-free, to not point out being a much more sustainable choice than different bedding textiles available on the market.”
Final September, she informed Insider Retail Australia that youthful generations are hungry for moral, eco-friendly merchandise
“I feel the pattern is shifting that manner, particularly the youthful technology like millennials and Technology Z,” she mentioned. “Folks have kids and so they’re conscious that if we don’t do one thing about local weather change or use our buying energy to make a shift and maintain corporations and types accountable, at some point, there received’t be wherever for us to dwell. However we additionally should bear in mind that there are some corporations which are greenwashing and pretending to do their due diligence to test on their provide chain.”
Working within the textile and manufacturing sector enlightened the entrepreneur to the damaging environmental impacts of conventional cotton merchandise and impressed her to supply extra sustainable, high-quality and reasonably priced options to conventional life-style and homeware.
Ettitude’s co-founder and President Kat Dey, a ‘serial’ entrepreneur and one among EY’s Entrepreneurial Profitable Ladies who teamed up with Yu when she moved over to LA, believes the corporate’s success rests on the shifting client calls for of eco-friendly merchandise.
“The funding permits us to drive new revolutionary methods we will all extra simply undertake an eco-attitude—the place consolation and high quality isn’t compromised by a dedication to acutely aware dwelling,” she mentioned.
The corporate depends on a novel direct-to-consumer mannequin for all its merchandise, that are made solely of natural bamboo lyocell material – a world first.