Phoebe Yu (She, Her, Hers)

Phoebe is the founder and CEO of Ettitude. Phoebe founded ettitude with the vision of building a sustainable bedding brand offering high quality, modern, minimalistic bedding at accessible prices with a focus on innovative fabric technology.

Prior to ettitude, Phoebe has founded two international trading and sourcing companies. Phoebe has extensive experience within business development, manufacturing, outsourcing, branding, e-commerce & online marketing.

Phoebe has a love for technology and sustainability and she constantly seeks new ways to use emerging technologies to solve real-world problems and provide better online shopping experiences.

In 2020 Phoebe completed the MIT Sloan Executive Education, a leadership programme designed for executives at companies strategically driven by innovation, emerging technologies, entrepreneurship, and global reach.

Phoebe also has a bachelor degree from Shanghai University of International Business and Economics.