Before she founded Parachute, CEO Ariel Kaye had a deep background in consumer behavior research. She used her rich history in understanding and learning to connect with people to create the basis for her business.  
 
Although Parachute started in bedding, the company has expanded strategically into adjacent categories, including bath goods, décor, furniture and even loungewear. During this episode of Retail Remix, Ariel joins us to share her unique perspectives on the brand’s growth, including:   

• How evolving consumer behaviors and lifestyle shifts impacted Parachute’s expansion strategies; 
• Ways to use strong values and a positive brand purpose to drive employee retention and community building;  
• The next stages in Parachute’s growth, from new executive hires to opening new stores, offering more robust omnichannel services and doubling down on sustainability. 

 
This week’s episode is brought to you by TaxJar
From marketplaces to social selling, the opportunities for e-commerce retailers to grow their business have never been better. But selling on more platforms and in more regions means increasingly complex sales tax requirements. TaxJar automates the entire sales tax compliance lifecycle for retailers, including real-time calculations, multichannel reporting, nexus calculations and automated filing. They simplify your sales tax so you can focus on the important stuff, like developing great products and attracting customers. Visit www.taxjar.com to learn more. 
 
 

RELATED LINKS 

• Learn more about Parachute 
• See Parachute’s latest entry into Pop-In@Nordstrom