Phoebe Yu

Phoebe Yu is the CEO and Founder of ettitude. While shopping for her own home after moving to Melbourne, Australia, Phoebe spotted an opportunity within the bedding market to create sustainable luxury for less. Her vision of revolutionising the bedding industry saw Phoebe bridge together her entrepreneurial instincts, passion for sustainability, and understanding of fabric technology. After years of testing materials, weaving and dying techniques, and harnessing a decade of experience working in supply chain management and merchandising, Phoebe perfected and launched ettitude’s innovative bamboo lyocell fabric in 2014. By 2018, ettitude expanded globally opening a Los Angeles office. In 2019 ettitude was named “International Conquerer" by Online Retail Industry Awards in Sydney for demonstrating significant growth in international markets. In 2020, ettitude closed a $1.5m seed round and was named an Inc. 5000 fastest-growing private companies in America. Prior to ettitude, Phoebe had founded two international trading and sourcing companies in Asia.