Reinventing bedding: Ettitude combines sustainable design, technology and bamboo

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We spend around a third of our lives in bed and we all know that there really is no better feeling than crawling under fresh, soft covers at the end of a long day. Yet, we’ve all experienced the struggle of trying to find time to wash our sheets regularly, change the bed and make it into a catalogue worthy, Instagrammable retreat. Mine usually ends up looking wrinkled and slept in even after endless attempts to straighten my sheets and fluff my quilt.  

Added to that, the bedding market is quite confusing. Head into Ikea, Target, Kmart, Myer or David Jones, countless homeware stores and then browse through the growing number of online retailers and it can be downright impossible to figure out where to begin and what fabric to choose. Linen. Cotton. Maybe a poly-blend. Then there’s quality, thread count and the vast difference in price. C’mon, it really shouldn’t be so difficult, right?

Ettitude, based in Melbourne and launched late November of 2008, is reinventing bedding with a beautiful range of modern basics that use sustainable design, technology and organic bamboo.

It is a vertically integrated e-commerce company, so they work directly with their manufacturer and control the entire supply chain from the beginning of the product at their in-house design studio to packaging and distribution. So there’s no middleman, no high retail markup.

It’s also the first company to use one of the most eco-friendly textiles: 100% organic bamboo lyocell.

Their bamboo lyocell fabric is produced with an award-winning closed loop system, which recycles, and reuses water hence produces minimal waste.

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The bedding is free from harmful chemicals, irritants and allergens making it perfectly hypoallergenic and suitable for sensitive skin, eczema, psoriasis, dermatitis and acne-prone skin.

Their products are naturally anti-microbial, breathable, moisture-wicking and take away all night sweat, leaving your skin feeling cool and fresh all night. Bamboo also inhibits bacterial growth from your sleep environment.

“The range offers a minimalist look, mainly offering solid colour bedding, so people can mix and match to suit their interior design better,” explained Ettitude’s founder and CEO, Phoebe Yu.

They have also recently pioneered a technologically advanced bedding range that offers all the advantages of bamboo lyocell fabric but with the added benefit of bamboo charcoal.

This miracle natural ingredient enables the sheets to remain fresh for longer. The excellent deodorising and bacteria fighting abilities mean you don’t need to wash them as often. Saving you time, water and electricity! They also feel as soft and luxurious as silk, but at half the price.

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The business successfully launched the project this month using Kickstarter, a popular crowdfunding platform, with 534 backers pledging $125,547 to help bring this project to life.

Speaking to Kochie’s Business Builders, Ettitude’s Phoebe Yu explained that the brand chose to use Kickstarter as they wanted to expand their reach, gain more overseas customers and capture a larger audience outside of their social media following.

“Kickstarter itself is very good. It introduced our brand and our product to new customers which normally might not find us. A lot of people still think that bedding wise the only option is cotton or linen. They don’t even know about bamboo lyocell.”

They now have buyers from the United States, especially New York, Los Angeles and San Francisco, and also have customers coming from the UK, Canada, Hong Kong and Singapore.

“It’s also a way to get market feedback, so the backers also tell us what colour they want. Because it’s a totally new line it’s good to see the market reaction, which is really good, so we are really pleased by the result.”

The age old tale of men hating to do their laundry has proven true for Ettitude as the campaign and new, fresher charcoal bamboo sheet range has enabled the brand to increase their male customer base, which was originally 70 percent skewed towards female consumers. 

Looking to keep the momentum going, the business has another new product in the pipeline in prototyping and will be aiming to launch it in March next year.

For now you can get your hands on a pair of these innovative charcoal bamboo sheets and quilt covers using their Indiegogo InDemand page.

Follow Ettitude’s business journey on Instagram, Twitter, Facebook, Pinterest, Youtube and on their website

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Chloe Potvin
Chloe Potvin is the Online Editor of Kochie's Business Builders.