Source Sustainable Bedding For Your Clients With Ettitude

 

Bedding company Ettitude is the first in the world to make bedding with 100% Organic Bamboo Lyocell fabric. What does that get you? “Vegan Silk” with a feathery soft and silky smooth texture, sustainable and chemical-free as an added bonus. These days, clients not only seek aesthetically pleasing sheets, but bedding that helps them sleep better at night, and as an interior designer, it’s your responsibility to source the best of both worlds. The Ettitude collection offers affordable and heavenly soft bedding in a variety of colors, ranging from the basics to the bold and bright.

Ettitude shares their innovative secret to 100% bamboo bedding, designing in-house and working directly with the manufacturer to keep costs down, and how bedding ties up the whole look of a finished room.

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We spend ⅓ of our lives in bed – how does Ettitude bedding help you sleep better
and healthier?

When you sleep with ettitude, you are sleeping on the softest organic bamboo bedding, naturally derived from 100% Organic Bamboo Lyocell. Not only does this sustainably made fabric gives you a healthy sleep, it is also good for your hair, skin and the environment.

Ettitude is based in Australia – how has the culture and lifestyle of Australia influenced your designs?
When we created our first two collections, we took inspirations from Australian landscape and named them Bondi and Daydream, named after Bondi Beach and Daydream Island. Initially, we only offered Australian bedding sizes but now we also cater for American bedding sizes. Who knew bedding sizing is such a complicated thing and it’s different all around the world! Australia and the U.S. also have different bedding terminologies – flat sheet vs top sheet, doona vs comforter, duvet vs quilt etc.

We also source inspirations from all over the place, the internet, everyday life, magazines, art. When we design a product, we constantly think about who’s our customer, who’s going to sleep with ettitude, what do we want to say to our customers, where we’re coming from in terms of our brand philosophy and aesthetics.

Since we’re a small company, we can be nimble and address market demands with much shorter lead time. If something isn’t out there yet, we will make it, we can make samples whenever we want since we work directly with our supplier. It’s not just about being quick, it’s also about getting it right. We want to be careful with each of our product launch and take our time with it to deliver the highest product quality possible.

How is Ettitude different from the other modern bedding companies out there such as Parachute and Brooklinen?
We’ve distinguished our brand from other bedding brands by focusing on using innovative, sustainable bedding materials, we are the first in the world to make bedding with 100% Organic Bamboo Lyocell fabric.

Ettitude offers 100% soft organic bamboo sheets at an affordable price. How does
Ettitude manage to keep prices down?
By selling directly online to consumers and remove middlemen, we are simplifying the traditional retail process, eliminating brick-and-mortar expenses to pass the savings onto customers by offering accessible prices. We believe good quality bedding should be an affordable luxury.

Why does Ettitude use bamboo over cotton and lyocell?
While cotton production is labor intensive and uses a ton of chemicals and fresh water, bamboo fabric production is a lot more sustainable – the fiber yield per acre  from bamboo is up to 10 times higher than cotton, and it requires less than 1/10 of the water that cotton needs. Bamboo is a self-regenerating plant, its actual plant matter acts as a natural pesticide so it doesn’t require further treatments or chemicals, and can be grown 100% organically. You can sleep with peace of mind, knowing that your sheets are completely free from harmful chemicals.

The main reason we use 100% Organic Bamboo Lyocell is that it is one of the most sustainable resources and no one has done that before! Lyocell is fabricated in a closed-loop system which water is recycled and reused for up to 200 times. Traditional lyocell is made from wood pulp while ours is made from organic bamboo, which is a self-regenerating, renewable crop that requires minimal water (less than 1/10 of the water cotton needs), labour and zero pesticides, herbicides to grow. 100% Organic Bamboo Lyocell also has a unique feathery soft and silky smooth texture, it is known as the ‘vegan silk’ as it’s purely plant based. Most bamboo bedding available on the market is made with bamboo rayon/viscose or bamboo & cotton blend, whereas ours is 100% Organic Bamboo Lyocell.

How does Ettitude prepare for holiday seasons?
We try to come up different surprise offers or release new products around peak shopping seasons. That said, we don’t offer big discounts often so act quick when there’s one!

What are some of your best-selling collections and products?
Our sheet set is our all-time bestseller. It includes all your bedding essentials – a fitted sheet, a flat sheet and two pillow cases.

Tell us about the Sleepover Club…
Our Sleepover Club is our members program which you can earn points every time you shop, enjoy perks and exclusive discount. You can also refer friends to earn store credits. It’s free to join for all!

In this day and age, how important is social media, marketing and content to the
growth and success of Ettitude?
We use social media heavily to communicate to our target audience. We love getting feedbacks and exchanging conversations with customers on Instagram, Facebook, Twitter. Our customers would share with us images of how they #sleepwithettitude and style the sheets.

Visual content works really well for bedding products. Customers love getting interior inspirations from our styling images and seeing how they can work different colours into their bedrooms. Since we spend one third of our lives in bed, we also promote a healthy lifestyle through social media to remind people to get enough sleep and take care of themselves. We also let customers to involve in product development, we ask for their opinions on colours, patterns and make them feel like part of the whole journey. Traditionally, customers spend hours in shopping mall and department store to compare different bedding brands, fabrics and colours, whereas we offer a  straightforward and user-friendly bedding shopping experience for them online, we even send them fabric swatches for free!

We recently asked our customers on social media “what’s your dream bedding?”, and we received lots of one-off suggestions and comments that have given us valuable insights and creative ideas. We involve customers, use their feedbacks and say thank you by creating their dream products for them. It’s truly crowd-sourced product.

With digital marketing, we can also easily speak to specific customer groups with cost and time-efficient methods. Being an e-commerce allows us to reach a wider audience without physical boundaries and distance.

How does Ettitude typically work with interior designers?
We have a Designer Trade Program which interior designers can join to enjoy industry discounts and new product previews. Email us trade@ettitude.com.au to find out more!

What should interior designers learn and understand about bedding before sourcing items for their clients and projects?
Bedding completes the whole look of the room and ties everything together. Bedding can be used to give a splash of color or texture to the room. It’s also important to consider the use of the space, for whom it’s designed for and for what purpose.

What’s next for Ettitude?

We will continue to expand our product offerings by introducing more colors, patterns and innovative fabrics. We want to continue to disrupt the traditional bedding industry by offering a great shopping experience to customers so they can make their decisions online instead of spending extra time and money in a mall for sheets. Keep an eye out for our next pop up too!

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