ettitude Phoebe Yu

Phoebe Yu, founder, ettitude. Source: supplied

Kye White

How Aussie business ettitude stormed the US market with its sustainable bamboo bedding, unlocking 1600% growth in three years

Kye White
5 minute Read

The most important part of building a sustainable business is having a great product, according to ettitude founder and chief Phoebe Yu.

Revenue for the Australian-founded sustainable homewares business has grown 16 times over the past three years since launching in the US, Yu says. 

Ettitude spent years refining and testing its textile to create an evolved and improved bamboo fabric. The fabric is produced in a closed loop system that recycles and reuses water. 

The company hired Clean Agency, an American sustainability consulting firm, to compare the carbon and water footprint of ettitude’s organic bamboo fabric with cotton. It found an ettitude sheet set saves 52% in greenhouse gas emissions and contributes up to 500 times less water depletion.

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