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09/15/2021

Parachute expands into furniture, doubles down on store expansion

Marianne Wilson
Editor-in-Chief
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Parachute has entered a new retail category amid continued momentum for home goods.

The digitally native, upscale home brand has expanded into the furniture category, starting with the launch of its first line of handcrafted bed frames. The collection is available in the company’s stores and website.

The expansion comes as Parachute is also doubling down on brick-and-mortar growth.  The company, which currently has 12 stores, will expand to a total of 15 by the end of the year. It expects to end 2022 with 30 physical locations.

This is the sixth category Parachute has entered in the last three years as it continues to expand its offerings to every area of the home. Additional furniture items will be available for purchase in early 2022.

Parachute was founded in 2014, offering a curated assortment of bedding. The brand has since released its own mattress and expanded into categories such as bath, apparel, décor and furniture. It operates 12 stores across the U.S. and recently launched in Canada

“We’re excited to expand into furniture, which is a natural category addition to our growing product assortment, as we continue to grow as a multi-category home company,” said Ariel Kaye, founder and CEO of Parachute. “Our vision is to help people create comfortable spaces for themselves and their families by offering high-quality, comfort-inspired products for every room in the home – and by continually listening to our customers to identify new areas of growth.”

In January, Parachute entered into a partnership with Crate & Barrel for a six-month collection — available exclusively in 65 Crate & Barrel stores — that included sheets, throw pillows, bath towels, blankets, duvets and mattresses.

Initial pricing for Parachute’s new bed frame collection will vary by style, ranging from $1,800 to $3,050.

We wanted to design our inaugural bed frames using the fabric we know best – linen,” said Kaye. “This small, distinct line of upholstered bed frames were created to help our customers complete the Parachute bed of their dreams. Each piece is versatile, livable and made of the best quality materials.”