Parachute launches living room furniture line

Parachute launches living room furniture line

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Dive Brief:

  • Expanding more over and above bedding, Parachute on Wednesday introduced its very first dwelling area furnishings line.
  • The brand will offer sofas, chairs, espresso and aspect tables, lights and rugs, in accordance to a company push launch. The line ranges in value from $349 to $4,500, in accordance to the DTC brand’s web-site.
  • The brand has committed to producing items with tough fabrics devoid of the use of PFAS, possibly dangerous substances normally applied in stain-resistant home furnishings. Parachute has also opted to make some of the items in its selection produced-to-order to stay clear of squander.

Dive Perception:

In launching its initial residing place home furnishings line, Parachute is shifting ahead with its target of building parts for every single place of consumers’ homes.

“It was constantly my eyesight to produce essentials for each individual home in the household. Launching this living home assortment is the realization of our long-expression eyesight to carry timeless, high quality and convenience-inspired home furnishings styles to consumers equally on-line and in-outlets,” Ariel Kaye, founder and CEO of Parachute, stated in a statement. “The dwelling home is a particular spot within the household – it is where by we get and commit most of our time.”

Given that its founding in 2014, Parachute has expanded past linens to offer mattresses, pillows, cover inserts and other pieces of home furnishings. The brand initial begun promoting home furniture previous 12 months with the launch of mattress frames and earlier this 12 months it unveiled a selection of nightstands and benches.

The brand has also pushed forward with its brick-and-mortar plans. Parachute now operates around 20 merchants and reported it has observed double-digit year-more than-year profits development in stores. By the close of the year, the manufacturer expects to have 25 spots, doubling its selection of outlets from a yr back. Having said that, that is down from a former projection of 30 retailers by the close of 2022.

Parachute was capable to advantage during the early months of the pandemic as customers actively sought out products and solutions for the home. But the brand’s most recent line comes at a time when demand from customers for dwelling goods has occur down as consumers shift spending to other parts like activities, and are confronted with inflation and other financial uncertainty. However, Kaye believes this living room home furnishings launch will guide to growth for the brand.

“As we expanded our retail footprint, customers have regularly questioned to purchase the custom made household furniture that we established for our outlets,” Kaye mentioned. “This need, coupled with the whitespace we see in the $70 billion dwelling space home furniture group, led us to this remarkable expansion for our brand. We believe that the home furniture category will be a significant development driver for our small business.”