Ettitude targets eco-conscious shoppers with its organic bedding


Ettitude, recently graduated from the ERA accelerator, is looking to ride the growing wave of e-commerce by offering eco-friendly sheets.

The company offers bamboo lyocell sheets and pajamas, which feel like a hybrid between silk and cotton, and stay cool longer than cotton or other fabrics.

Bamboo lyocell fabric is essentially organic fabric made from weaving together tiny fibers of organic bamboo material or pulp. Ettitude says that the fiber yield per acre from bamboo is about 10 times higher than cotton and requires less than 10 percent of the water to grow.

I tried out the Ettitude sheets and found that they were indeed soft and kept me cool in the hot NYC summer, but they also require slightly more attentive laundering. Ettitude sheets should be washed in cold water and separately (or in a laundry bag), which is a slight departure from throwing your sheets in with the regular wash.

Still, the company is growing. Ettitude, a predominantly bootstrapped company, first launched in Australia and gained traction via ecommerce channels. Late this summer, the company launched in the U.S. and has sold “tens of thousands” of units, with a 20 percent month over month growth rate.

Ettitude has taken some investment from friends and family, and also received $100,000 in investment from Entrepreneurs Roundtable Accelerator .

While the consumer side of the business seems to be growing, Ettitude is also receiving inbound requests from enterprise brands such as airlines to get involved with the brand. Qantas, the largest airline in Australia, has started selling Ettitude in its online portal to frequent fliers.

Ettitude Queen set sheets cost $178.



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