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.
The company was founded back in 2014 and offers a curated assortment of bedding. In the years since, the brand has 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 year-end, 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.
“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 $70bn 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.”
