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On the heels of opening its New York City flagship store Wednesday, home brand Parachute is looking toward brick and mortar to enable long-term success.
The new location in the Flatiron district of New York City is over 3,400 square feet, according to details shared with Retail Dive. Marking its 26th store nationwide, the latest space is bigger than Parachute’s SoHo and Williamsburg locations combined.
Parachute’s Flatiron store has an in-house design team that is on-site to provide customers with free styling advice. Similar to the brand’s other locations, the new flagship store encourages customers to experience products through interactive areas dedicated to different spaces in a home, such as a bathroom or a kitchen.
Permission granted by Parachute
The brand recently opened a new store in Boston and its fifth location in Los Angeles, Parachute founder Ariel Kaye told Retail Dive via email.
“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,” Kaye said.
In a partnership that Kaye says has helped introduce the brand to new customers, Parachute also sells select products through Nordstrom online and in certain stores.
As the brand has expanded into new categories, the need for larger stores has become more important. Parachute’s newer locations are on average around 2,500 to 3,500 square feet, compared to the 700- to 3,000-square-foot range it used to work with.
The larger spaces have also allowed the brand to enhance its in-store experience, which is a focus across both its suburban and urban locations.
“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,” Kaye said. “This year, we are placing a priority on welcoming back events to the mix in a big way.”
Parachute will be hosting events at all of its stores across the country throughout the year, with some of the events specific to the store’s location and clientele. Events will include bed styling, National Dog Day Puppy Parties, experiences specifically for trade partners and more.
During events, the brand has seen store traffic increase by 40% and sales increase by 20% on average, according to Kaye.
As customers face macroeconomic pressures across the board, Kaye says Parachute is staying focused on providing quality and comfort in its products.
“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.
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Dani James, Khareem Sudlow
