Growing a digital-first home goods store with Parachute

Retail Gets Real episode 237: Founder and CEO Ariel Kaye on accelerated growth during the pandemic

If you’re like many Americans, you’ve probably made a few investments in making your home a more comfortable place during the course of the pandemic.

Ariel Kaye, the founder and CEO of the home brand Parachute, saw this trend play out over the course of the pandemic, both in the renewed interest in investing in home goods and in the acceleration of digital commerce.

Digital retailers

Learn more about how retailers are reaching consumers in a digital world and utilizing a digital supply chain.

Parachute started online, and for a category where customers are accustomed to picking up and feeling products before they buy them, Kaye and her team had to find a way to bring the in-store experience to digital shoppers. As they began to open stores, the team focused on making the in-store experience inviting and welcoming, offering the feel of a showroom with the inventory of a store.

Listen to the full episode to learn more about why the company is leaning into physical retail and Kaye’s expectations for the home category heading into 2022.

Related content

NRF’s impact during the pandemic and beyond
Retail industry during COVID
Retail Gets Real episode 238: NRF’s Stephanie Martz on meeting members’ urgent needs in a time of crisis.
Read more
Inside Levi’s digital strategy
Retail Gets Real episode 236: How the iconic brand is becoming a digital powerhouse.
Read more
A look at NRF’s 2021 Top Retailer lists
Retail Gets Real episode 235: Inside the rankings with Kantar's Rachel Dalton.
Read more