Ariel Kaye started Parachute 10 years ago with a focus on two things: quality and brand.
The home goods and bedding company launched in 2014, as direct-to-consumer brands were starting to flood the marketplace. Like others, it steadily grew its audience and customer base on platforms such as Facebook and Instagram before expanding into physical stores in 2016, making an impression on shoppers with its easy e-commerce set-up and messy-chic lifestyle aesthetic.
Today, though the DTC space has evolved, Parachute is still focused on creating a brand people can connect with — both virtually and physically — as consumer shopping habits continue to evolve.
In this episode, Kaye chats about why she set out to launch her own company and why brand and storytelling have always played a key role in its success.
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