DTC brand Parachute expands — into the living room and in brick-and-mortar
Parachute is spreading its wings.
The digitally native, upscale home brand has expanded its furniture offerings with a new line that includes sofas, chairs, coffee and side tables, lighting and rugs. Parachute was founded in 2014, offering a curated assortment of bedding. The brand has since expanded into a wide range of home categories such as bath, apparel, décor and furniture, which it entered last year, with the launch of its first line of handcrafted bed frames.
The new collection comes as Parachute also continues to double down on its brick-and-mortar expansion. Parachute currently has more than 20 locations, with plans to have a total of 25 storefronts up and running by yearend, more than doubling its store count in 12 months. Parachute’s new locations are five times larger than its original footprint, in part to accommodate the new furniture assortment.
The company said it has seen double-digit year-over-year revenue growth in-store.
“As we expanded our retail footprint, shoppers have consistently asked to purchase the custom furniture that we created for our stores,” said Ariel Kaye, founder and CEO of Parachute. “This demand, coupled with the whitespace we see in the $70 billion living room furniture category, led us to this exciting expansion for our brand. We believe the furniture category will be a major growth driver for our business.”
Kaye added that Parachute is taking a stance against the common use of PFAS in upholstered furniture – typically used in stain-resistant ‘performance’ fabric.
“We’re committed to sourcing materials that do not contain PFAS, and are focused on developing our products with the well-being of the entire family in mind,” she said.
Parachute was founded in 2014, offering a carefully curated assortment of bedding. The brand has since expanded into categories throughout the home, including furniture, mattress, bath, rugs, lighting, decor and apparel. Parachute operates more than 20 retail stores nationwide.