After recently opening their 26th store nationwide, Parachute has decided to focus on a physical-first mindset – an initiative that the founder believes it vital to long-term success.
Just last week the company opened it’s 3,400 square-foot flagship store in NYC in the flatiron district. The store has an in-house design team to provide customers free interior styling advice. Just like Parachute’s other locations, this model features experiential elements for customers to explore interactive home displays.
Parachute is looking towards brick-and-mortar in order to provide long-term success. They’ve already made several steps in the right direction by doubling their footprint in the past year.
“We’ve more than doubled our footprint in the past year as we see Parachute stores as an integral part of the overall customer experience as well as the long-term success of the brand,” said Ariel Kaye, Parachute Founder.
The brand has continued to grow and expand into different categories in the home sector. With this, larger stores are a crucial element. Parachute’s newer locations are on average around 2,500 to 3,500 square feet. Their stores serve as a place for the community to connect and for consumers to feel the experience of their products.
“Our stores are relationship builders and once again a gathering place for the community. Prior to the pandemic, we held workshops and parties in our stores frequently. They were a fantastic way to meet our neighbors and build relationships organically with shoppers. This year, we are placing a priority on welcoming back events to the mix in a big way,” Kaye said.
Parachute plans to host retail activation events, such as bed styling and puppy parties, to cater directly to customers in each market. During events, the brand has seen store traffic increase by 40% and sales increase by 20% on average.
“We’re listening to those shoppers and addressing white spaces within the market and investing in our technology, digital platform and brick and mortar, as we stay abreast of changing consumer lifestyle and shopping habits,” Kaye said.