Parachute Announces Expansion Into Furniture

Furniture World News Desk on 9/15/2021

Parachute, the premium multi-category lifestyle brand has announced its expansion into the furniture category, starting with the launch of its first line of handcrafted bed frames.  Inspired by the natural beauty of Parachute’s home state of California, the new collection of bed frames is available to shop on the company’s website and in Parachute stores across the United States. Additional furniture items will be available for purchase in early 2022.

“We’re excited to expand into furniture, which is a natural category addition to our growing product assortment, as we continue to grow as a multi-category home company,” said Ariel Kaye, founder and CEO of Parachute.  “Our vision is to help people create  comfortable spaces for themselves and their families by offering high-quality, comfort-inspired products for every room in the home – and by continually listening to our customers to identify new areas of growth. Parachute's own line of furniture furthers that mission, giving consumers new, quality pieces to design a calm, soothing environment where they can relax and rest.”

The expansion into furniture comes at a time of strong momentum in the home goods industry and for the Company as it continues to experience accelerated growth. After hearing from thousands of customers, the Company saw the demand and opportunity for it to offer its unique take on bedroom furniture to complete the Parachute sleep experience from feathers to frame. This is the sixth category Parachute has entered in the last three years, as it continues to expand their offerings to every area of the home.

The new bed frames are a softer take on furniture – made in the United States by expert craftspeople and available in three upholstered styles, Canyon, Dune and Horizon, to effortlessly elevate any bedroom. Each design was thoughtfully dreamed up by Parachute’s in-house creative team, who took inspiration from the landscape of southern California. Canyon, for example, is based on the mountainous curves of the Laurel Canyon neighborhood in northwest Los Angeles. Horizon, meanwhile, features clean, simple lines, and is intended to be reminiscent of a sunrise over Venice Beach.

“Our customers consistently ask us for recommendations for bed frames after they see our photos on social media and on the website so our entrance into furniture is an answer to this obvious customer demand," said Kaye.  "We wanted to design our inaugural bed frames using the fabric we know best – linen. This small, distinct line of upholstered bed frames were created to help our customers complete the Parachute bed of their dreams. Each piece is versatile, livable and made of the best quality materials. We can't wait for customers to make them their own."

Initial pricing for the Parachute bed frame collection will vary by style, ranging from $1,800 to $3,050.

About Parachute

Parachute is a modern lifestyle brand committed to making people feel at home.  The multi-category home company offers products that are thoughtfully designed in Los Angeles and responsibly manufactured by expert craftspeople around the globe, using only premium quality materials. Every essential in the collection is inspired by comfort and relaxation.  Parachute was founded in 2014, offering a carefully curated assortment of bedding. The brand has since released its own mattress and expanded into categories throughout the home, including bath, apparel, décor and furniture. Parachute operates 12 retail storefronts across the U.S. and recently launched in Canada. All products are available online at www.parachutehome.com.