The past year has been a period of major growth for Parachute. The sustainable bedding brand expanded into furniture this past fall, and after achieving climate-neutral certification in April, Parachute launched circular and organic lines. It also brought in a new merchandising chief.
And this month, Parachute partners with Nordstrom for a popup shop in nine of the department store’s locations and online as part of its Pop-In@Nordstrom. The collection will include bedding, towels, rugs, table linens, quilts, decorative pillows, and robes and loungewear.
According to CEO Ariel Kaye, the popup will allow Parachute to reach a wider audience.
“A partnership with an established national retailer like Nordstrom gives us an opportunity to introduce our brand to new customers – including those who might not be actively shopping for home goods until they pass by the pop-up,” she said. “We believe there is a complementary overlap between Nordstrom’s customer and our own, so this space really allows us to get in front of our target audience in a fun, new way.”
In addition to its online business, Parachute operates 17 physical retail stores across the U.S. Kaye said having a presence in Nordstrom fits perfectly into its overall plan for the business’ growth.
“While we started as a direct-to-consumer brand, the long-term vision for Parachute has always been to become an omnichannel business,” she said. “We see physical retail as a strong asset to our business, and Parachute storefronts are so much more than a sales channel. They play an integral part in elevating the retail experience and help deepen the customer connection.”
In addition to Parachute, nine other brands will have products in the Pop-In@Nordstrom shops: Courant, Hario Coffee, Kexi, Maileg Toys, Penguin Random House, Pepper Stone Ceramics, Potting Shed Creations, Slow North, and Wee Gallery. The popups will be available at the Bellevue, Wash.; Vancouver, British Columbia; Toronto; Austin, Texas; Seattle; Chicago; New York City; and Costa Mesa and San Jose, Calif., as well as online at nordstrom.com/pop.
Nordstrom last fall expanded its focus on products for living spaces when it opened Nordstrom Home NYC, a two-story shop inside its flagship store. The shop included accent furnishings and decor focused on three category pillars—kitchen and tabletop, home textiles, and home decor. The newly expanded home assortment offered established and prestige brands, such as Boll & Branch, Dyson, Marimekko, and Matouk, as well as emerging makers including Estelle Glassware, GOODEE, Otherland, and Serax. The store was envisioned as a physical touchpoint for direct-to-consumer brand partners ranging from Casper and Bearaby to Open Spaces, Our Place and similar labels.