Parachute, a lifestyle brand that sells direct-toconsumer as well as brickand-mortar, has launched its first living room furniture collection with 15 pieces of sustainably made furniture.
Inspired by the preferences of its own customers, the new collection embodies soft lines and rounded edges. The collection was made to be design fluid, meaning there is not necessarily one style, and the pieces serve as a building block for showcasing one’s own personal design choice. “Our online and in-store experiences are meant to complement each other, and our stores are so much more than a sales channel,” said Ariel Kaye, CEO and founder. “They’re designed to feel like a home, allowing customers to interact with our product first-hand; we even offer complementary in-store and virtual design consultations.
“As we move beyond the bedroom and bathroom, we are excited to give customers the ability to bring the comfortable look and premium feel they expect from Parachute into one of the most important rooms in their home.” Sustainability was at the forefront of the collection as Kaye found that the industry is over-producing high-waste and low-quality furniture. Parachute looked to create “trendless” investment pieces, some being made to order, to avoid wasteful production. Key material includes 100% sustainably sourced FSC-certified hardwood and 12 durable fabrics that are PFA-free.
“While the focus of the brand has historically centered around the intimate spaces of the home, we are eager to offer customers the comfortable look and feel they have come to expect from Parachute in their communal spaces as well,” said Kaye. “Throughout our retail expansion, customers have consistently asked to purchase the custom furniture and fixtures throughout our stores, validating that they want to recreate this unique aesthetic in their own homes.”
Kay added the the market size of the living room furniture category, which accounts for $70 billion in estimated revenue this year and more than any other room of the home, led to this expansion. “We plan to continue to iterate and introduce new products to our furniture collection in the coming months and years. We are just getting started.”