Phoebe Yu is the Founder & CEO of Ettitude. With the quest to create revolutionize bedding, Phoebe bridged together her entrepreneurial instincts, passion for sustainability, and understanding of fabric technology. With a decade’s experience working in supply chain management and merchandising, Phoebe saw an opportunity in the bedding industry to create sustainable luxury for less. After years of testing materials, weaving and dying techniques, Phoebe finally perfected and launched her innovative fabric in 2014. Three years later, Ettitude was a finalist for the prestigious Australian 2017 Telstra Business Awards. By 2018, Phoebe expanded globally opening a Los Angeles office. Prior to Ettitude, Phoebe had founded two international trading and sourcing companies in Asia.
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