With Stores Shut, Parachute Brings Its Design Expertise Online

The DTC bedding brand is ramping up a one-on-one virtual styling service

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Parachute, the direct-to-consumer bedding and home brand, is bringing its in-store experience online.

In particular, the ongoing coronavirus pandemic has prompted the brand to ramp up a one-on-one virtual styling service, where consumers can work with an “in-house expert consultant” to receive recommendations and home styling advice over video chat—free of charge.

Ariel Kaye, Parachute’s chief executive, said the program initially launched in the fall of 2019. But with the pandemic forcing store doors to close, the brand fast-tracked a more widespread debut.

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