Ettitude, the Los Angeles-based, direct-to-consumer startup making sustainable bedding and sleepwear from bamboo fibers, has raised a sustainably sized round that ought to keep the business going even in the face of a financial recession.

Co-founded by the Melbourne, Australia native Phoebe Yu and serial business owner Kat Dey, ettitude offers high-end bamboo bedding made using a procedure she initially heard about in her old task working as an exporter assisting chain stores source textiles in China. Sourced from a factory in Zhejiang, China, near Shanghai, the bamboo textiles are used non-toxic solvents and a closed-loop system that recycles water for the process, according to Yu.

Yu started selling the cleanBamboo-branded bedding under the ettitude label in Melbourne initially, however when she saw the orders start to pick up from the U.S. she transferred and took her business with her.

Upon arrival, Yu understood she ‘d require a strong co-founder with experience in branding to help her browse the massive market in the U.S. Yu turned to

AngelList, which is where she found Dey. A serial entrepreneur with a background in retail, whose first company TryTheWorld was acquired by EarthBox in 2017, Dey was searching for her next task.

“Phoebe sent me a sample and I had the very best night of sleep in my life,” Dey stated. After that the two co-founders started the long, difficult slog of marketing their business.

Sales are growing, according to the 2 ladies, and the company’s chances have actually certainly been improved by the capital infusion from Drumbeat Ventures and TA Ventures, a European female-founded fund focusing on technology development.

The $1.6 million funding will be used to enhance sales and marketing as the business broadens beyond bedding– with a typical price of $178 for a queen-sized sheet set– and into sleepwear and other categories.

“Phoebe, Kat and their brand name, ettitude, are as real a combination of enthusiasm, function, and proprietary item that I have actually seen in the market in my twenty years,” stated Drumbeat Ventures founder, Adam Burgoon, in a declaration. “They are perfectly placed to bring their mission of sustainability and comfort to a broader audience.”

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.