Etitude
Etitude (Ettitude Holdings Inc.) is a Los Angeles-based direct-to-consumer brand that designs and sells sustainable bamboo bedding, bath, baby, and home-textile products made from its proprietary patented CleanBamboo® closed-loop lyocell fabric, targeting health-, sleep-, and eco-conscious consumers worldwide via its own e-commerce storefront.
- Company typePrivate
- Founded2014
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Etitude does
Etitude (legal name Ettitude Holdings Inc.) is a Los Angeles-based direct-to-consumer material-innovation company that designs, manufactures, and sells sustainable bamboo bedding, bath, and home-textile products under its proprietary CleanBamboo® fabric platform. Founded in 2014 and operating with 11–50 employees, the company spans three fabric tiers — Signature Sateen (entry luxury), Luxe CleanBamboo® Sateen+ (premium, featuring PLNTsilk™ weave with bamboo biochar, hand-crafted in Peru), and Linen+ (bamboo-hemp blend) — across sheet sets, duvet covers, pillowcases, comforters, mattress protectors, towels, robes, rugs, throws, baby/crib bedding, and loungewear, priced from $45 to $700+.
The company's technical core is a patented closed-loop bamboo lyocell process that recycles 98% of water and solvents, uses 500x less water than cotton, and produces fabric that is 3x more breathable, 17% more breathable than standard cotton benchmarks, and 24% faster at moisture-wicking. Products hold a deep certification stack (OEKO-TEX Standard 100 Class I baby-safe, FSC-certified bamboo, B Corp, Eco-Cert Organic, PETA-approved vegan, Climate Neutral via Change Climate with completed third-party LCA, plus GDPR/CCPA compliance). Two registered trademarks — PLNTsilk™ (silk-like hand-loomed weave) and PLNTwool™ (bamboo-wool blend rugs) — plus a Peruvian artisan supply base extend the brand into a distinct home-decor tier.
Commercially, Etitude runs an exclusively DTC e-commerce model on a Shopify storefront that ships globally to ~25+ countries with multi-currency support. Revenue is dominated by one-time product purchases supplemented by a minor recurring line through the Ocean shipping membership ($4.95/month, partially funded by Etitude) and TrueMed-enable FSA/HSA reimbursements. Marketing relies on earned editorial coverage (Forbes, Vogue, Elle, Architectural Digest, Goop, TIME, The Strategist), Oprah and celebrity endorsements, dermatologist and certified sleep-coach recommendations, and seasonal promotional events. Total disclosed venture funding is approximately $1.7M, with most recent participation from igniteXL Ventures and Wealthing VC Club (2023) and ROC Venture Group (2022). Leadership is anchored by Founder & CEO Phoebe Yu, Co-founder & President Kat Dey, and CFO Jedannah Vieira; the company is privately held with no parent or subsidiary structure.
Etitude firmographics
Firmographics- Name
- Etitude
- Legal name
- Ettitude Holdings Inc.
- Website
- https://ettitude.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Etitude (Ettitude Holdings Inc.) is a Los Angeles-based direct-to-consumer brand that designs and sells sustainable bamboo bedding, bath, baby, and home-textile products made from its proprietary patented CleanBamboo® closed-loop lyocell fabric, targeting health-, sleep-, and eco-conscious consumers worldwide via its own e-commerce storefront.
- Ownership category
- akta.pro rank
Etitude industry classification
Industry- Product category
- Bedding & Home Textiles
- NAICS
- Curtain and Linen Mills (31412), Broadwoven Fabric Mills (313210)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Broadwoven Fabric Mills, Man Made Fiber & Silk (2221)
- akta.pro primary industry
- Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA)
- akta.pro secondary industries
- Bath & Kitchen Linen Manufacturing (Towels/Washcloths/Bathmats/Dish Towels) (IMAOAKAB), Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)
Keywords
Where Etitude is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Etitude business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase model for bamboo bedding and bath products including sheet sets, duvet covers, pillowcases, comforters, blankets, towels, and home décor items. Products are sold at various price points ranging from $45 to $700+ depending on product category and tier (Signature vs Luxe). No subscription model is apparent; customers purchase individual items or bundle sets.
- Community Membership: Optional membership program offering free expedited shipping, shipping refunds, and exclusive member benefits for $4.95/month through Ocean partnership.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Signature Bamboo Sheet Set - Core luxury bamboo bedding line |
| One time/ perpetual license | Pay-as-you-go | Luxe CleanBamboo® Sateen+ Sheet Set - Premium tier with bamboo biochar |
| One time/ perpetual license | Pay-as-you-go | Signature Bamboo Duvet Cover |
| One time/ perpetual license | Pay-as-you-go | Luxe Bamboo Duvet Cover |
| One time/ perpetual license | Pay-as-you-go | Signature Bamboo Pillowcase Set |
| One time/ perpetual license | Pay-as-you-go | Luxe Bamboo Pillowcase Set |
| One time/ perpetual license | Pay-as-you-go | Bamboo Comforter |
| One time/ perpetual license | Pay-as-you-go | Bamboo Waffle Towels |
| Subscription | Monthly | Ocean Membership |
| Unit Pricing | Pay-as-you-go | Luxe Bamboo 2-Tone Rug |
| One time/ perpetual license | Pay-as-you-go | Sale/Discounted Items |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Etitude product offering
Product offeringCore offering
Ettitude designs, manufactures and sells premium bamboo lyocell bedding, bath and home textile products direct-to-consumer through its own e-commerce website. The portfolio spans sheet sets, duvet covers, pillowcases, comforters, mattress protectors, blankets, throws, waffle towels, bathrobes, rugs, baby bedding and sleep accessories, all built on the company's proprietary CleanBamboo® closed-loop lyocell fabric and sold in Signature, Luxe Sateen+ and Linen+ tiers at price points ranging from $45 to $700+.
Product overview
Etitude (stylized as ettitude) is a luxury bamboo bedding and home textiles company offering a comprehensive portfolio of sustainable sleep and bath products. The core product line centers on proprietary CleanBamboo lyocell fabric technology, available in three tiers: Signature Sateen (original buttery-soft sheets), Luxe Sateen+ (premium PLNTsilk fabric with bamboo biochar), and Linen+ (bamboo-hemp blend). Product categories span bedding essentials (sheet sets, fitted sheets, flat sheets, duvet covers, comforters, blankets, throws), pillowcases, mattress and pillow protectors, bath products (waffle towels, hair towels, robes), baby/crib bedding, home decor (rugs), and sleep accessories (eye masks). All products feature the company's patented closed-loop bamboo lyocell process with OEKO-TEX certification, FSC-certified bamboo sourcing, and B Corp certification.
Differentiator
Problem solved
Functional benefit
Products and services
- Signature Bamboo Sheet Set
Quantifiable outcome
- 3x more breathable than cotton
- +7 more outcomes
Companies that use Etitude
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Etitude technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Etitude partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- OceancoreOcean partnership provides Ettitude customers with enhanced shipping experience including easy package tracking, real human support, notifications and updates, and faster shipping upgrades at affordable prices. After purchase, customers can become Ocean Members for $4.95/month with free expedited shipping at thousands of brands.
- TrueMedminorTrueMed partnership enables Ettitude bedding to qualify for FSA/HSA reimbursement, making OEKO-TEX certified, clinically-tested bedding more accessible to consumers using pre-tax healthcare accounts.
- Peruvian ArtisanscoreLuxe CleanBamboo® Sateen+ products are hand-loomed by skilled Peruvian artisans. Products feature PLNTwool™ technology and PLNTsilk™ weave crafted in Peru.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Etitude competitors and assessment
Company assessmentDirect peers
- Cozy Earth: Premium DTC bamboo bedding and sleepwear brand with celebrity endorsements (Oprah, Forbes, Architectural Digest) — directly comparable to Ettitude on fabric technology, premium pricing, target consumer (hot sleepers, eco-conscious), and channel strategy.
- Brooklinen: One of the largest premium DTC bedding brands offering sheets, comforters, towels, and loungewear with a similar mid-to-premium price architecture and direct e-commerce model targeting design-conscious consumers.
- Parachute Home: Premium DTC home brand focusing on sustainably sourced bedding, bath, and home essentials — overlapping with Ettitude on OEKO-TEX certification, sustainability narrative, and editorial-driven brand building.
- Boll & Branch: DTC premium bedding brand built on organic cotton and ethical supply chain, expanding into bath and home — directly comparable on sustainability positioning, premium pricing, and direct-to-consumer scale.
- Coyuchi: Organic and sustainable DTC home textiles brand offering sheets, towels, and sleepwear — directly comparable on natural fiber, OEKO-TEX/GOTS certification stack, and the eco-luxury positioning that defines the category.
- Buffy: DTC sustainable bedding brand built around comforters and bedding using recycled and natural fibers — comparable on DTC scale, sustainability-led brand positioning, and millennial/Gen Z shopper acquisition.
Broad incumbents
- Avocado: Certified B Corp and climate-neutral DTC brand offering organic mattresses, bedding, and sleep furniture — overlaps on sustainability credentials, premium positioning, and shared editorial press placements with Ettitude.
- Saatva: Premium DTC mattress and bedding retailer with broad assortment across sheets, comforters, and bath — co-appears with Ettitude in the same Sleep Week deal roundups and targets the same affluent consumer.
- Casper: Original mass-market DTC sleep brand now offering sheets, comforters, and pillows alongside mattresses — comparable on DTC channel dominance and direct-to-consumer bedding assortment even though core product is mattresses.
Emerging players
- Nolah: Direct-to-consumer sleep brand expanding from mattresses into bedding and pillows — comparable on being featured alongside Ettitude in curated Sleep Week deal recommendations targeting the same premium buyer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Etitude social profiles
Digital presenceEtitude compliance and trust
Trust signalCompliance8 records
Etitude financial estimates
Financial estimateRevenue estimate
Valuation estimate
Etitude leadership team
Management profileNumber of profiles
Profiles3 records
Etitude funding detail
Funding detailFunding overview
Funding rounds4 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Etitude M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Etitude
What does Etitude do?
Ettitude designs, manufactures and sells premium bamboo lyocell bedding, bath and home textile products direct-to-consumer through its own e-commerce website. The portfolio spans sheet sets, duvet covers, pillowcases, comforters, mattress protectors, blankets, throws, waffle towels, bathrobes, rugs, baby bedding and sleep accessories, all built on the company's proprietary CleanBamboo® closed-loop lyocell fabric and sold in Signature, Luxe Sateen+ and Linen+ tiers at price points ranging from $45 to $700+.
Is Etitude a public or private company?
Etitude is a private company. It is classified as venture growth investor backed and is currently operating.
When was Etitude founded?
Etitude was founded in 2014. It employs 11 to 50 people.
Where is Etitude based?
Etitude is headquartered in Los Angeles, United States, in the North America region.
How does Etitude make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are community Membership.
Who are Etitude's main competitors?
Direct peers on record are Cozy Earth, Brooklinen, Parachute Home, Boll & Branch, Coyuchi and Buffy. Broad incumbents are Avocado, Saatva and Casper. Nolah is listed as an emerging player.
Does Etitude have an API?
No public API is recorded for Etitude.
What industry is Etitude in?
Etitude's product category is Bedding & Home Textiles. Its primary akta.pro industry code is CRAIALAA, Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers), with a secondary code of IMAOAKAB, Bath & Kitchen Linen Manufacturing (Towels/Washcloths/Bathmats/Dish Towels). Its NAICS code is 31412 and its SIC code is 2300.