Parachute Expands to 30 Stores, Adds to Furniture Line

Parachute, the direct-to-consumer brand known for its bedding, is expanding its furniture line with the addition of nightstands and benches.
parachute night stand

At the same time, the company announced plans to reach 30 brick-and-mortar stores by the end of the year. 

The new products are being launched in the Bluff Collection, consisting of nightstands and benches inspired by the beauty of Parachute’s California roots. The furniture products feature the same rounded corners throughout the brand’s design aesthetic. The products are also marketed as having “organic shapes, clean design and modern twists on these home furnishing staples.”

Parachute expanded into furniture last year with a collection of bed frames. The furniture section adds to Parachute’s other categories, including bedding, bath, loungewear, decor and more. The new nightstands and benches are made from solid hardwood and available in two finishes: walnut and white oak. 

[Trend Talk: Parachute Expands into Furniture]

The addition to the furniture line comes as the home category has taken off, with sales impacted by the COVID-19 pandemic. With more Americans spending time at home, home improvement, home sales and home decor have all seen a huge rise in sales. Currently the home buying market is still not slowing down, with Millennials leading the charge. Millennials make up the majority (72%) of Parachute’ customer base.

Parachute also announced it plans to expand from 12 stores to 30 by the end of 2022. The company plans to continue growing its product lines to become “a true lifestyle brand.” This includes more additions to the furniture business, with plans to eventually offer furniture for every room in the home.