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Parachute Doubles Down on Millennial-Friendly Category

When Parachute moved into the furniture market last fall with the launch of bed frames, the bedding maker couldn’t anticipate how well it would be received—beating the daily plan by 400 percent at launch. Now the company expands its furnishings offerings beyond the bed with the addition of nightstands and benches.

The company’s new Bluff Collection includes nightstands and benches inspired by the landscape of California, with rounded edges, organic shapes, and a clean, modern design. The pieces are made with solid hardwood and come in two finishes—white oak and walnut.

The expanded furniture collection comes at a time when the home buying market shows little sign of slowing down. Millennials, which make up 72 percent of Parachute’s customer base, are now the largest cohort of home buyers and are just now reaching their peak earning potential.

The Bluff Collection is available online and in Parachute’s 12 retail stores. The company will more than double that store presence this year with up to 30 brick-and-mortar locations in the works. Parachute also recently hired a new chief merchandising officer, Meredith Lamont, to handle the company’s retail expansion.

Bedding maker Parachute's expansion into furniture last fall beat its daily plan by 400 percent, prompting a bigger play in home furnishings.
A nightstand in Parachute’s Bluff Collection Courtesy

Parachute also recently announced its intention to reach carbon neutral certification by Earth Day 2022, as well as the launch of its first circular product, a recycled down pillow. The company also announced plans to launch a Fair Trade-Certified collection of rugs, slated to expand to other categories in the future. The moves are part of the company’s new sustainability plan.

Parachute plans to continue its furniture expansion in the future, with items for other rooms of the home.