Founded in 2012 with a tiny team, Parachute now employs more than 100 and is expanding from linens to mattresses, rugs and more. CEO Ariel Kaye shares what’s in the next chapter of her D2C disruptor playbook.
Home furnishings brands that were once heralded as digital-only disruptors are now coming full circle to embrace conventional retail distribution. Market Watch columnist Warren Shoulberg takes a look at how two major players in the online mattress space are now eyeing partnerships with retailers large and small.
The sustainability minded, Detroit-based startup’s furniture, including flat-pack sofas, tables and beds, are now available through West Elm’s online retail channel, as well as in physical stores in three cities—New York; Austin, Texas; and Santa Monica, California.