Etitude

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.

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

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

• Bamboo bedding products
• Sustainable home textiles
• Bamboo lyocell fabric
• Luxury sleep products
• Eco-friendly bath linens

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. Community Membership: Optional membership program offering free expedited shipping, shipping refunds, and exclusive member benefits for $4.95/month through Ocean partnership.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core 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

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• OceancoreGTM or Marketing PartnerOcean 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.
• TrueMedminorGTM or Marketing PartnerTrueMed 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 ArtisanscoreStrategic or Co-development PartnerLuxe 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

Direct 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

• Xx.com/ettitude
• Facebookfacebook.com/ettitude

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Etitude