Dive Brief:

• After expanding into furniture last year, direct-to-consumer bedding brand Parachute launched a collection of nightstands and benches, according to an announcement emailed to Retail Dive.
• The Bluff Collection is made of walnut and white oak, drawing inspiration from California's natural elements from "the curves of Laurel Canyon to the dunes of the Mojave," according to the announcement. The company plans to introduce furniture for every room of the home eventually.
• The Bluff Collection will be available to buy in Parachute's stores and online. The company plans to have 30 physical storefronts by the end of the year, adding to its current 13 locations.

Dive Insight:

Parachute is fulfilling its plans to introduce new furniture this year. The Bluff Collection launch follows the brand's bed frame debut in September, its first entry into the furniture category. And more expansions are on the horizon as the brand plots a broader furniture presence.

In addition to launching into adjacent categories, Parachute has also added to its bedding product assortment. A year ago, Parachute collaborated with Crate and Barrel to create a six-month exclusive bedding collection complete with sheets, throw pillows, blankets, duvets and other items. The partnership allowed Parachute to expand its physical presence by entering 65 of Crate and Barrel's stores.

"The expanded furniture collection comes at a time when the home buying market is showing no signs of slowing down," the company wrote in its announcement. "Millennials, which make up 72% of Parachute's customer base, are now the largest cohort of home buyers and they are just now reaching their peak earning potential." 

As Parachute expands its product assortment and plans for greater brick-and-mortar reach, the company has also added to its leadership ranks with key new roles. In late 2021, the company recruited Drew Sheriff, formerly of Amazon, to serve as its first chief commercial officer. Earlier this month, Parachute hired Meredith Lamont, who previously held roles at Gap, Pottery Barn and Levi Strauss, to become its first chief merchandising officer.