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Parachute Isn’t Just a Bedding Brand Anymore

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Soft goods and decor company Parachute is expanding into the furniture category with a new line of bed frames hitting the market now with additional furnishings set to debut in early 2022.

The new collection marks the sixth category Parachute has entered over the past three years. The company started with bedding and has since added decor, bath linens, mattresses and other soft goods.

“While Parachute started in the bedroom with our premium bedding products, my vision has always been to build a multi-category brand, and to continue growing the company into other rooms of the home beyond the bedroom,” Parachute founding CEO Ariel Kaye said. “This is actually our sixth category launch in the past three years, and we feel furniture is a natural addition to our assortment. This expansion furthers our mission to give consumers timeless, high-quality pieces that allow them to design a complete and comfortable environment where they can relax and rest.”

The new bed frames are made in the United States and available in three upholstered styles: Canyon, Dune and Horizon. Parachute’s in-house creative team took inspiration from the landscape of southern California in designing the beds. Canyon, for example, is based on the mountainous curves of the Laurel Canyon neighborhood in northwest Los Angeles. And Horizon features clean, simple lines, and is intended to be reminiscent of a sunrise over Venice Beach.

Kaye said with the company’s domestic manufacturing model, Parachute has largely been able to sidestep a lot of the supply chain and shipping delays plaguing other furniture companies due to the pandemic.

“We are fortunate to have trusted suppliers here in the U.S. whom we’ve partnered with to make every bed frame by hand,” she said. “In this case, we believe domestic production will simplify the operational process and make it easier for us to get Parachute furniture into customers’ homes more quickly.

The Parachute bed frame collection is priced from $1,800 to $3,050, varying by style. The beds are available on parachutehome.com and at the company’s 12 brick-and-mortar stores in the U.S. and Canada.

Parachute’s expansion comes in the wake of ABC Carpet & Home’s bankruptcy filing last week, underscoring the contrast between data-powered digital natives and legacy brick-and-mortar players struggling to transition to a web-first world. Bed Bath & Beyond, meanwhile, recently partnered with direct-to-consumer mattress innovator Casper, illustrating how large national companies can tap into new audiences with millenial- and Gen-Z-friendly startups.

Despite its positive momentum, Parachute, however, has not been immune to controversy. Last year, the company drew the Global Organic Textile Standard’s ire when claimed to hold a certification that’s “more than organic.”

“While respected organizations such as Oeko-Tex and the Global Organic Textile Standard offer certifications for quality materials that consumers can trust, many companies who do not use these certified materials manipulate the term ‘organic’ when describing their products,” Kaye told Sourcing Journal at the time. “Fibers grown organically but processed with toxic chemicals may still carry the organic label. ‘Wrinkle free’ or ‘permanent press’ labels should be avoided because manufacturers treat these fabrics with formaldehyde resin, a toxic chemical.

“This is why all of Parachute’s bedding and bath essentials are Oeko-Tex certified, meaning they are safely made without any harmful chemicals or synthetics,” Kaye added.

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