Who founded ettitude?

ettitude was founded by "BEIHUA ""PHOEBE""" YU in 2018.

Who are ettitude's investors?

ettitude's investors include Assembled Brands, Boro Capital, Entrepreneurs Roundtable Accelerator (ERA), igniteXL Venture, Remarkable Ventures, 37 Angels.

How much funding has ettitude raised?

ettitude has disclosed $301K raised across 1 round.

Where is ettitude headquartered?

ettitude is headquartered in Los Angeles, US.

ettitude

Los Angeles, US · Founded 2018 · 6 known investors

ettitude.com ↗

ettitude is a lifestyle brand that makes home essentials—bedding, bath towels, and related products—from its patented CleanBamboo® lyocell fabric, produced with a closed-loop, non-toxic organic bamboo process. It sells sustainable, hypoallergenic textiles directly to consumers, emphasizing supply-chain transparency and regenerative sourcing.

Circular EconomyConsumerDirect to ConsumerE-commerce

Founders & leadership

ettitude was founded in 2018 by "BEIHUA ""PHOEBE""" YU.

"BEIHUA ""PHOEBE""" YUFounder

ADAM BURGOONNamed on SEC filing

KATERINA DEYNamed on SEC filing

Investors · 6

Assembled BrandsCalifornia

Boro CapitalNew York · $250K – $500K

Entrepreneurs Roundtable Accelerator (ERA)New York · $100K – $2M

igniteXL VenturePalo Alto · $100K – $500K

Remarkable VenturesNew York

37 AngelsreportedNew York · $25K

Reported raises · per SEC filings

Form D private placements

$301K disclosed across 1 round · 2020

▶$301KraisedAug 2020 · 23 investors · Other

Rule 506(b)

Officers, directors & promoters on the filing

ADAM BURGOONDirector
"BEIHUA ""PHOEBE""" YUExecutive Officer, Director
KATERINA DEYExecutive Officer, Director

Offering amount: $301K
Amount sold: $301K
First sale: Apr 2020
Incorporated: Corporation, Delaware, 2018
Federal exemptions: 06b

Full filing on SEC EDGAR ↗

Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.

Competitors · 3

by search overlap

Casper1385 shared keywordsCasper designs and manufactures foam and hybrid mattresses engineered for comfort and spinal support, selling directly to consumers through an online platform with physical retail locations and a 100-night risk-free trial.

Cariloha1018 shared keywordsCariloha makes bedding and apparel — including sheets, duvet comforters, mattresses, pillows, and t-shirts — from bamboo viscose fabric marketed as soft and cooling. It sells these consumer home and clothing products directly to shoppers.

Wayfair864 shared keywordsWayfair is an online retailer for home goods, selling furniture, decor, lighting, rugs, mattresses, appliances, kitchenware, and home improvement products to consumers. It operates multiple brands including AllModern, Birch Lane, Joss & Main, and Perigold, and offers design services, financing, and delivery.

Companies competing with ettitude for the same Google search keywords, organic and paid, via search-intersection analysis.

Frequently asked questions

What does ettitude do?: ettitude is a lifestyle brand that makes home essentials—bedding, bath towels, and related products—from its patented CleanBamboo® lyocell fabric, produced with a closed-loop, non-toxic organic bamboo process. It sells sustainable, hypoallergenic textiles directly to consumers, emphasizing supply-chain transparency and regenerative sourcing.
Who founded ettitude?: ettitude was founded by "BEIHUA ""PHOEBE""" YU in 2018.
Who are ettitude's investors?: ettitude's investors include Assembled Brands, Boro Capital, Entrepreneurs Roundtable Accelerator (ERA), igniteXL Venture, Remarkable Ventures, 37 Angels.
How much funding has ettitude raised?: ettitude has disclosed $301K raised across 1 round.
Where is ettitude headquartered?: ettitude is headquartered in Los Angeles, US.