Interview: How DTC Home Brand Parachute Becomes A Part Of Customers' “Everyday Rituals”
The DTC brand's founder and CEO describes how it went from selling bedding online to opening experiential stores and developing one of the market's most eco-friendly mattresses
Starting as an online-only retailer in 2014, Parachute first made a name for itself as a purveyor of high-quality bedding at direct-to-consumer prices. The brand has evolved alongside competitors like Brooklinen and Casper, not to mention myriad other DTC mattress brands, each attempting to grab market share and consumer attention in an increasingly crowded field.
After starting in the bedroom, Parachute has developed itself as a full-scale lifestyle and home brand, with a growing roster of brick-and-mortar retail spaces. This month, the brand releases its own take on the DTC mattress, taking an eco-friendly and high-end approach via 100% cotton, New Zealand wool and white glove delivery service. PSFK spoke to founder and CEO, Ariel Kaye, for her insight on brand building and thoughtful product design.