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Dive brief:
- After a year of increased demand in the home category, direct-selling bedding brand Parachute announced Wednesday that it has expanded into furniture.
- DTC will begin selling bed frames, marking its sixth category expansion in the past three years, according to a press release emailed to Retail Dive.
- The collection of bed frames is available at Parachute stores and online. The brand plans to release additional furniture in early 2022.
Dive overview:
The two e-commerce and the the domestic retail sector has seen increased demand over the past year as the pandemic has forced many consumers to stay put. Positioned at the intersection of these two categories, the DTC Parachute bedding brand had everything to gain.
The company has been in motion for several years. Parachute in january signed a partnership with Crate and Barrel for an exclusive six-month collection, which included sheets, cushions, bath towels, blankets, duvets and mattresses. The partnership allowed the brand to enter 65 Crate and Barrel’s stores, expanding its physical footprint – something that has become an important part of global strategies of direct-to-consumer brands that the costs of acquiring customers exclusively online become prohibitive.
But Parachute has also developed its own brick and mortar imprint. At the start of the year, the brand operated 10 stores and plans to triple that number by the end of 2022, to 30 locations, according to details provided by the company. Additionally, in cities where Parachute operates a store, the brand reported having a 50% higher online conversion rate.
And after a year of growth in the homes category, the brand said it is experiencing “accelerated growth” and expects 65% year-over-year growth in 2021.
The expansion of the category into bed frames is a natural extension for Parachute, which in 2014 started selling linen and has since added mattresses, pillows and duvet inserts, among others. The company said so received feedback from “thousands” of customers in favor of a furniture offering, giving it the opportunity to enter the category.
Bed frames come in three upholstered styles – Canyon, Dune, and Horizon – and range in price from $ 1,800 to $ 3,050.
“Our customers are constantly asking us for recommendations for bed frames after seeing our photos on social media and on the website, so our entry into furniture is a response to this obvious customer demand,†said Ariel Kaye, founder and CEO of Parachute, in a statement. declaration. “We wanted to design our inaugural bed frames using the fabric we are most familiar with – linen. This small, distinct line of upholstered bed frames was created to help our customers complete the Parachute bed of their dreams. Each piece is versatile, livable and made from the best quality materials. “
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