Revamped Rundown
In-person holiday market to be conducted by Parachute, featuring more than 40 different brands
Nope, it's not just another sleeping and bedding story! DTC brand Parachute is shaking things up with its inaugural outdoor holiday bash on December 2nd and 3rd, right in the heart of Culver City, California.
Wanna know what's cookin'? Over 40 brands will be showcased under the sun, including Avaline, ILIA, Nécessaire, Our Place, Brightland, Cuyana, Janessa Leone and more! According to the official email sent to Retail Dive, this festive extravaganza is gonna be absolutely lit!
So, what can you expect from this shindig? They've got a cozy ski chalet, a hot cocoa shack, gifty wrapping stations, a play zone for the kiddos and a picture-perfect opportunity to snap a selfie in Parachute's sleigh bed. And best of all, proceeds from ticket sales will be donated to Baby2Baby, a non-profit organization that supports children in need.
Parachute's holiday extravaganza is all part of their overall seasonal marketing strategy, says Ariel Kaye, founder of Parachute. With the holiday season being one of their biggest moneymakers, she noted the timing couldn't be more perfect to create a memorable experience that fosters community spirit, which is just as important as sales.
The Parachute Holiday Village, as the name suggests, will be transformed into a series of pop-up boutiques where each brand will have their own little storefront running during the two-day event. Guests can expect a whole lotta holiday cheer, including crafts, cocktail tastings, tunes, and even wood-fired pizzas!
Ariel stresses that this get-together is more about forging unforgettable memories and boosting brand loyalty than it is about pushing sales.
The in-person festivities come at a time when Parachute is expanding its product range and physical presence. Originally known only for their bedding and sheets, Parachute has extended their line to include furniture and other home decor. According to Ariel, consumers' lust for in-person events and experiences has significantly increased this past year, with Parachute hosting nearly 200 local community events across their 26 stores with impressive results.
Parachute can trace its roots back to a store in Venice, LA, which opened in 2016. Since then, the brand has expanded to have five stores in the Los Angeles area, three in New York, and outlets across Texas, Colorado, Washington, California, Arizona, Illinois, Massachusetts, Minnesota, North Carolina, Oregon, Ohio, Tennessee, Missouri, Washington, D.C., and beyond.
While Parachute began primarily as a DTC brand, it has forged a partnership with Nordstrom and collaborated with Crate & Barrel and Madewell in the past. The brand is now gearing up for sustainable growth, according to Ariel, with over $47 million raised in capital over the years. The last big infusion of funds came back in 2018, after which the brand focused on steady, healthy growth to build a brand that stands the test of time.
As for any details about Parachute's 2022 holiday marketing strategy, that info is currently under wraps. But what we do know is that the brand has a lot in store for the future. According to the latest updates, Parachute aimed to open 30 retail stores by the end of 2022, though sources aren't confirming whether this goal was met. In addition to their regular product lineup, Parachute entered the living room furniture market in October 2022 with sofas and chairs.
Stay tuned for more updates as they roll out! It's gonna be quite a ride! 🎉🙌🎄🎁🍕🎵🎶
- The pandemic seemingly did not deter Parachute, as they are planning an outdoor holiday bash, aiming to foster community spirit and boost brand loyalty.
- During the festivities, guests can enjoy a variety of experiences, such as crafts, cocktail tastings, wood-fired pizzas, and even music.
- Proceeds from ticket sales will be donated to Baby2Baby, a non-profit organization that supports children in need.
- Parachute's strategic expansion includes a diversified product range, from bedding and furniture to home decor, and a growing physical presence with stores across multiple states.
- Parachute initially started as a DTC brand but has since partnered with Nordstrom and collaborated with Crate & Barrel and Madewell.
- The brand's latest endeavor involves entering the living room furniture market with sofas and chairs, a move aimed at sustainable growth.
- Although details about Parachute's 2022 holiday marketing strategy are currently undisclosed, the brand aims to open 30 retail stores by the end of the year, and there's much more in store for the future.
- As the holiday season is a significant revenue generator for the health of their business, the entertainment-focused event underscores Parachute's commitment to delivering extraordinary experiences for their customers.
