Dive Brief:
- Continuing to expand its merchandise assortment, Target is launching an exclusive collection of products with home brand Parachute, according to a Wednesday blog post from the retailer.
- The collection — called Parachute for Target — launches online and in nearly 90 stores on Sunday, featuring over 200 bedding and bath linens.
- The collection’s pricing ranges from $12 to $199, with most items under $90, per Target. Parachute’s products tend to be higher priced, with a range roughly from $19 for a plush organic cotton washcloth to $459 for a linen duvet cover set.
Dive Insight:
The new collaboration is the latest in a series of assortment announcements from Target, and comes as Parachute makes changes to its own physical footprint.
“Together, we’re focused on delivering on-trend newness, and you can’t get more on trend than Parachute’s luxurious bedding — at only-at-Target prices,” Jill Sando, Target’s chief merchandising officer of apparel and accessories, home and hardlines, said in a statement. “Parachute for Target is giving our guests another great bedding option, and it’s helping build on our legacy of being first-to-mass with beloved national brands.”
In its post, Target flagged that this release adds to its growing bedding offerings, which include owned and exclusive brands like Room Essentials, Threshold, Hearth and Hand with Magnolia and Casaluna.
As Target continues to deal with consumer backlash after it changed some DEI initiatives, the retailer is hyper-focused on its multiyear merchandising revamp strategy. This has included the relaunch of private labels — such as Up&Up and Auden — last year, as well as the debut of new private brands such as the fresh flowers label, Good Little Garden, earlier this week.
For Parachute, the move is a venture into a more mass audience, but it isn’t the first collaboration with a larger retailer. The home brand, founded by Ariel Kaye, launched an exclusive collection with Crate and Barrel in 2021. The line was a limited six-month run, which included exclusive product designs and Parachute’s mattresses.
Parachute expanded its home offerings into furniture starting in 2021 with bed frames. The brand expanded into living room furniture (such as sofas and chairs) in October of 2022 and set a goal to open its 30th store by the end of that year.
It marked the opening of its 26th physical location in May of 2023 with a 3,400-square-foot flagship store in the Flatiron District of New York City.
But Parachute has seemingly shuttered many of these locations since then, with plans to close the Flatiron location, according to a customer service representative from the brand’s website live chat. Parachute’s website currently lists 15 locations.
Additionally, the brand’s website currently does not list any sofas, chairs or bed frames for sale. Parachute’s website still offers mattresses for sale. The brand did not immediately reply to requests for comment from Retail Dive.
