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Havenly and Parachute Recuit Style Experts to Court Millennials and Gen Z

Home companies Havenly and Parachute are both turning to interior designers to better serve their customers.

Havenly is taking its online interior design service into the physical world with the addition of in-person design services. The company, which caters to millennials and Gen Z with digital design consultations and tools, launched the service in part due to feedback from current customers.

“While our customers appreciate the ease and convenience of digital design services, they’re also interested in the support and validation of working face-to-face with a professional—especially as they’re considering big changes, like purchasing a new sectional or redesigning the master bedroom,” said Lee Mayer, founder and CEO, Havenly. “This type of hands-on offering has always been something our clients have asked for, and we’re excited to finally introduce the service to key markets.”

Havenly will offer the in-person design service in conjunction with its digital offerings, including photorealistic 3D capabilities from Occipital. Havenly customers also will be able to choose pieces from the company’s custom product line produced by The Inside, which Havenly acquired earlier this year.

In-person design services will be limited to Atlanta, Austin, Chicago, Dallas, Denver, Houston, and New York City, with plans to expand to an additional 20-30 cities nationwide over the next 12 months. Customers can tap into the service for an early access price of $499 (at a $200 discount) for the first room and $199 for each additional room. That pricing structure—which is far less expensive than hiring a traditional interior designer—was designed to keep Havenly’s services accessible for younger clientele.

“Our in-home offering allows our customer to collaborate directly with an expert, in their own home, at a previously unheard of price point, all while still providing them with the benefits of digital design services, including photorealistic 3D renderings of their space, an online concierge team, and a mobile shopping experience,” Mayer said.

Mayer said the company plans to expand its online design service, as well, adding more functionality and product options.

“Over time, we hope to continue to evolve our technology-powered services offering by marrying visualization tools in 3D, exclusive and custom furnishings, and a welcoming brand to help everyone create a home they love,” she said.

Mayer said adding an in-person option to Havenly’s design services is simply another way for the company to make interior design a more accessible tool and not just something for the wealthy.

“We are creating a place for more people to feel included, seen, and served in home and interior design, an industry which has historically been out of reach for so many,” she said. “This means creating an ecosystem that inspires our consumer but also helps them realize their vision of a beautiful home through design services and personalized products. Expanding our premium in-home design services and allowing our customers to work directly in-person with professional designers has been a natural next step.”

Parachute

Parachute has upped its designer game, too, partnering with interior designer Jake Arnold for a limited-edition bedding, home decor and loungewear line.

The 11-piece collection offers a range of pieces in linen, cotton, boucle, and velvet, designed with a modern, California-inspired style paired with a touch of English whimsy.

“Working alongside Jake over the past year to design this collaboration and seeing the collection come to life has been thrilling,” said Ariel Kaye, founder and CEO of Parachute. “Jake is one of the most celebrated names in interior design today. This collection adds a sense of richness to the home through an elevated color palette and print while remaining comfortable and inviting.”

The launch comes on the heels of Parachute’s announcement of its intention to transition to using 100 percent organic cotton by 2024.

Partnerships with interior designers have become big business for home brands. Collaborations like Target’s lines with Chip and Joanna Gaines and Justina Blakeney, At Home’s collections with Ty Pennington and Grace Mitchell, and most recently Anthropologie’s line with Mark D. Sikes have brought new design cred to the home goods retailers. And with consumers more design-savvy than ever, offering design services or collections with a celebrity designer’s seal of approval can be a major boost to business for home goods companies.

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