Dive Brief:
- Expanding further beyond bedding, Parachute on Wednesday launched its first living room furniture line.
- The brand will offer sofas, chairs, coffee and side tables, lighting and rugs, according to a company press release. The line ranges in price from $349 to $4,500, according to the DTC brand’s website.
- The brand has committed to creating pieces with durable fabrics without the use of PFAS, potentially hazardous substances often used in stain-resistant furniture. Parachute has also opted to make some of the items in its collection made-to-order to avoid waste.
Dive Insight:
In launching its first living room furniture line, Parachute is moving forward with its goal of creating pieces for every room of consumers’ homes.
“It was always my vision to create essentials for every room in the home. Launching this living room collection is the realization of our long-term vision to bring timeless, quality and comfort-inspired furniture designs to shoppers both online and in-stores,” Ariel Kaye, founder and CEO of Parachute, said in a statement. “The living room is a special place within the home – it’s where we gather and spend most of our time.”
Since its founding in 2014, Parachute has expanded beyond linens to offer mattresses, pillows, duvet inserts and other pieces of furniture. The brand first started selling furniture last year with the launch of bed frames and earlier this year it unveiled a collection of nightstands and benches.
The brand has also pushed forward with its brick-and-mortar plans. Parachute now operates over 20 stores and said it has seen double-digit year-over-year revenue growth in stores. By the end of the year, the brand expects to have 25 locations, doubling its number of stores from a year ago. However, that’s down from a previous projection of 30 stores by the end of 2022.
Parachute was able to benefit during the early months of the pandemic as consumers actively sought out products for the home. But the brand’s latest line comes at a time when demand for home goods has come down as consumers shift spending to other areas like experiences, and are faced with inflation and other economic uncertainty. Nonetheless, Kaye believes this living room furniture launch will lead to growth for the brand.
“As we expanded our retail footprint, shoppers have consistently asked to purchase the custom furniture that we created for our stores,” Kaye said. “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.”
