Parachute opened 26 stores, then closed 19.
A bedding brand that sold online, hit about $150M in sales in 2021, then built big stores and a furniture line. By mid-2025 it had 7 stores and a Target collection.
BLOOM10X did not work with Parachute. This breakdown uses public sources only, linked below.
- 2014Launches online with a small bedding range
- 2016First store, in Los Angeles
- Jun 2018$30M Series C, three stores
- Sep 2019Seven stores, a plan for 20 by end of 2020
- 2021About $150M in sales; bed frames launch
- May 202326th store, a 3,400 sq ft New York flagship
- Apr 2025Parachute for Target launches
- Jun 202519 stores closing, 7 left
The cost of going big on stores.
What worked, and where it overreached.
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Start narrow and build trust
Parachute launched with sheets, duvet covers and pillowcases, “a very small, tight assortment” (The New Consumer, Jun 2024). By 2019 a third of its business came from repeat customers (Business of Home, Sep 2019).
Copy this: win one category and one repeat purchase before you add a second room.
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Stores built for browsing, not selling
Stores were “not heavily sales driven,” designed for presentation and events, with the plan to reach 20 by the end of 2020 (Business of Home). The CEO later said it opened stores “too large or in regions where brand awareness” was too low (Business Insider, Jun 2025).
Avoid this: open a store only in a city where your shipping data already shows demand, and size it to sell.
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Too many new categories
A mattress came in 2019, bed frames in 2021 and sofas in October 2022. The furniture is no longer sold (Retail Dive, Jun 2025). “We overreached,” the CEO said, and the brand went back to bedding and bath (Business Insider).
Avoid this: test a new category as a small drop to past buyers before you build supply chain and stores for it.
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Let a big retailer carry the reach
After a Crate and Barrel run in 2021 and a Nordstrom pop-up in 2022, Parachute for Target launched in April 2025 with 200+ items (Target). It sold out and did well in Florida, where Parachute never had a store. A second capsule followed in June 2026 (Retail Dive, Jul 2026).
Copy this: a capped, cheaper capsule with one retailer tests new regions without leases.
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Creators for the gift season
On Nov 10, 2026, a creator’s gift guide ran as a partnership ad, “Coco schiffer with Parachute Home,” tagged #parachutepartner, linking to a “Coco’s Picks” collection on the site (Meta Ad Library).
Copy this: give one creator a named collection page for Q4 and run her post as an ad to it.
The plan kept growing. So did the fleet.
Parachute stores, plans vs actual
Where Parachute sells now
“We opened stores that were too large or in regions where brand awareness wasn’t as high as it needed to be.”
A $589 set sold with free shipping.
The Linen Venice Set bundles three pieces into one price. Tap a number to see what each part does.
- 1One price for the bed“Add to bag $589.” The set is a single item, not three.
- 2The bundle spelled out“1x fitted sheet, 1x pillowcase set, 1x duvet cover.” No top sheet, which the brand calls its favorite way to sleep.
- 3Risk removedFree shipping and 60-day returns, the same promise as the top bar.
- 4The next item“You’ll love it with…” a Down Pillow at $160–$255.
Restocks and gift guides.
About 90 active Meta ads. The newest push a gift guide, a restocked color and a creator’s picks. Pick one to see it.
“Worth the Wait”
“Our best-selling light pink shade has returned.” A restock sold as news, with “Back in stock” on the image.
“The Parachute Gift Guide”
“The joy of giving is in the knowing.” A gift card style image names the buyer, “For the Cover Stealer.”
Nine ads with this headline started on Nov 9, 2026.
“i made a little gift guide with Parachute”
A partnership ad from the creator’s handle, in her lowercase voice, tagged #parachutepartner. It links to “Coco’s Picks” on parachutehome.com.
Screenshots of active US ads in the Meta Ad Library, taken Nov 10, 2026. Ad count is the Library’s estimate. Click an image to enlarge.
Two recent Shorts, a few hundred views.
“We focus on being in the relationship business, not the transaction business.”
Three lessons, one caveat.
- Stores follow demand. Parachute planned 20 stores when it had 7. We’d open the next one only where online orders already cluster.
- One new category at a time. Mattress, bed frames and sofas each needed new supply chains. Bedding and bath are still the core.
- Wholesale is a channel, not a rescue. Target reached Florida without a lease. Starting a capped partner capsule earlier is cheaper than a flagship.
- The caveat: no revenue after 2021 is public, so we can’t say how much the stores cost or what Target adds.
Six moves for a $1M–$10M brand.
- Sell one hero bundle with a single price on the button. Raise order value
- Put free shipping and your returns window in the top bar and on the product page. Conversion
- Ask one question in your sign-up popup and send each answer its own flow. Retention
- Check a new store or category against your margin before you sign a lease. Margin calculator
- Give a creator a named collection and run her post as a partnership ad. Partnership ads guide
- Know what a repeat buyer is worth before you spend to win new ones. LTV calculator
Where every number comes from.
- “H.I.G. Growth Partners Leads $30 Million Series C Round for Parachute,” H.I.G. Capital, Jun 27, 2018. hig.com
- Fred Nicolaus, “Parachute’s Ariel Kaye on what it takes to become a household name,” Business of Home, Sep 4, 2019. businessofhome.com
- Dan Frommer, “Building a modern lifestyle brand,” The New Consumer, Jun 21, 2024. newconsumer.com
- “Dreams Do Come True: Introducing Parachute for Target,” Target, Apr 23, 2025. corporate.target.com
- Jordan Hart, “DTC bedding brand Parachute Home closes 19 stores: ‘We overreached,’ CEO says,” Business Insider, Jun 24, 2025. businessinsider.com
- Dani James, “Parachute to close 19 stores this year, shift away from ‘massive storefronts’,” Retail Dive, Jun 27, 2025. retaildive.com
- Tatiana Walk-Morris, “Target, Parachute team up again on home capsule collection,” Retail Dive, Jul 2, 2026. retaildive.com
- Parachute, homepage and Linen Venice Set page, viewed Nov 10, 2026. parachutehome.com
- Target, Parachute for Target listing, viewed Nov 10, 2026. target.com
- Parachute Home, official YouTube channel, Shorts dated Aug 24 and Sep 9, 2026. youtube.com/@ParachuteHome
- Meta Ad Library, active US ads for the Parachute Home page, viewed Nov 10, 2026. facebook.com/ads/library
