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Bedding brand pops up in LA

Direct-to-consumer bedding brand Ettitude wants to put its bamboo lyocell sheets in the hands of more shoppers in the hope that once they feel the silky fabric and hear about the cooling and eco-friendly properties for themselves, they’ll be converted to customers. The online retailer opened its first pop-up store in Los Angeles this month, and next year it will expand its partnerships with hotels and airlines to expose more people to its sheets, duvets, pillows, bath towels, pyjamas and robes