Ariel Kaye, the founder and CEO of Parachute, tells the precise offline marketing tricks her famed home lifestyle brand uses to great success, what the future of work—between office work and work from home—looks like in the direct-to-consumer space to her mind, and when it comes to the appeal discounting, Kaye offers a word of warning for any company that gets too comfortable going on sale.

"Discounting is a really slippery slope," she says. "It's just a hard relationship with the customer to back out of, and one that can dilute the brand and tell the customer essentially that they don't ever need to buy full price."

Brought to you by Shopify Plus, the enterprise platform powering brands from Allbirds and Gymshark to Staples and Heinz. Join the revolution at shopify.com/plus.