Phoebe Yu has created a global business (and brand) based on an innovative product that puts sustainability, environment and ecological benefits first.

Ettitude makes organic, bamboo bedding, which is a completely new product that ensures that those who believe organic products aren’t penalised with quality or by price. In fact, Ettitude's quality is even better than the non-sustainable alternative.

Not only has Phoebe mastered the manufacture of bamboo into the highest quality of linen, she bootstrapped her company Ettitude with her own savings, started with inventory in her garage and taught herself how to build an ecommerce business which has now expanded into the USA and has a global customer base. It is a remarkable story and a remarkable achievement. From what I can gather, the journey has really only just begun!

Enjoy our discussion.