Soft products and decor company Parachute is expanding into the furniture category with a new line of bed frames now hitting the market with additional furniture set to debut in early 2022.
The new collection marks the sixth category that Parachute has entered in the past three years. The business started with bedding and has since added decor, bath linens, mattresses and other soft items.
“While Parachute started in the bedroom with our premium bedding products, my vision has always been to create a multi-category brand and to continue to grow the business in other rooms of the house beyond the chamber, ”said Parachute Founding CEO Ariel Kaye. “This is actually our sixth category launch in the past three years, and we believe the furniture is a natural addition to our assortment. This expansion reinforces our mission to provide consumers with high quality, timeless pieces that allow them to design a complete and comfortable environment where they can relax and rest.
The new bed frames are made in the USA and available in three upholstered styles: Canyon, Dune, and Horizon. Parachute’s in-house creative team took inspiration from the Southern California landscape to design the beds. Canyon, for example, is based on the mountainous curves of the Laurel Canyon neighborhood in northwest Los Angeles. And Horizon features clean, simple lines and is meant to be reminiscent of a sunrise over Venice Beach.
Kaye said that with the company’s domestic manufacturing model, Parachute has largely been able to avoid much of the supply chain and shipping delays that plague other furniture companies due to the pandemic.
“We are fortunate to have trusted suppliers here in the United States that we have partnered with to make each bed frame by hand,” she said. “In this case, we believe that domestic production will simplify the operational process and allow us to get Parachute furniture to customers’ homes more quickly.
The Parachute bed frame collection is priced from $ 1,800 to $ 3,050, depending on the style. Beds are available on parachutehome.com and in the company’s 12 physical stores in the United States and Canada.
Parachute’s expansion comes in the wake of ABC Carpet & Home’s bankruptcy filing last week, highlighting the contrast between data-powered digital natives and traditional brick-and-mortar players struggling to transition to a web-driven world. Bed Bath & Beyond, meanwhile, recently partnered with direct-to-consumer mattress innovator Casper, showcasing how large national companies can tap new audiences with millennial-friendly and Gen Z-friendly startups.
Despite its positive momentum, Parachute has not escaped controversy, however. Last year, the company drew the wrath of the Global Organic Textile Standard when it claimed to hold a “more than organic” certification.
“While respected organizations such as Oeko-Tex and the Global Organic Textile Standard offer certifications for quality materials that consumers can trust, many companies that do not use these certified materials are manipulating the term ‘organic.’ when they describe their products, ”Kaye told the Sourcing Journal. at the time. “Fibers grown organically but treated with toxic chemicals can still carry the organic label. “Wrinkle-free” or “permanent press” labels should be avoided because manufacturers treat these fabrics with formaldehyde resin, a toxic chemical.
“This is why all of Parachute’s bedding and bath items are Oeko-Tex certified, which means they are made safely without any harmful chemicals or synthetics,” Kaye added.