Phoebe Yu

Founder & CEO


Phoebe Yu is the CEO and Founder of ettitude. As an Asian-Australian female founder, Phoebe is proud to lead a culturally diverse team. After emigrating from China to Australia and struggling to find homewares that were both sustainable and comfortable at a reasonable price, Phoebe was inspired to draw upon her decade-long career background in supply chain management, merchandising and logistics to revolutionise the bedding industry. Her vision of sustainable comfort for less saw her bridge together her entrepreneurial instincts, passion for the environment, and understanding of fabric technology. After years of testing materials, weaving and dying techniques, Phoebe perfected and launched ettitude’s innovative bamboo lyocell textile 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. Prior to starting ettitude, Phoebe had founded two international trading and sourcing companies in Asia.