Parachute adds furniture to its DTC merchandise mix

Parachute, the direct-to-consumer brand known for its bed and bath soft goods products, is moving into the furniture category with a line of handcrafted bed frames. “Over the years we’ve had thousands upon thousands of questions — more than 6,000 to be exact — from our customers about where to buy the bed frames we used in our catalogs. So it was natural that we extended our assortment into textile-covered bed frames that match our comfort aesthetic,” said Ariel Kaye, founder and CEO of Parachute.