Photo Credit: Parachute
A hot trend in e-commerce? Opening a brick and mortar in San Francisco. Brands that only existed digitally—Everlane, True Botanicals, and Leon & George to name a few—have all set up shop in SF. Parachute, a modern bedding and bath company based in Venice Beach, is the latest web retailer to open its doors here. Founded in 2014 by Ariel Kaye, Parachute uses excellent materials like Egyptian and Turkish cotton and European flax to make high-quality and super-comfortable sheets, towels, robes, baby blankets, and more.
Photo Credit: Parachute
According to Kaye, Parachute is in expansion mode. “Parachute is currently on track to open 20 stores by 2020. As we consider new locations for our stores, we always look at heat maps to pinpoint neighborhoods where our customers currently live, work, and shop. San Francisco is one of our top markets,” she said via email. The store is meant to be an experiential space where shoppers can touch, feel, and learn about Parachute.
Photo Credit: Parachute
Kaye specifically chose Hayes Valley over someplace like the Financial District because she wanted the store to be in a place where people lived. “We always look for true neighborhoods for our store locations, centrally located destinations surrounded by top restaurants, retail and green spaces, and that’s exactly what Hayes Valley provides,” she says. The new Parachute boutique is bright and airy with a neutral color palette, and the product displayed cleanly and elegantly.
Photo Credit: ParachuteThe surrounding area inspired the design and a local artist’s work is on display. “As with all of our retail stores, we took cues from the neighborhood to help inform the design inspiration for our San Francisco store, and sought local artists and artisans to help us bring our vision to life,” Kaye says. “This includes a large art piece from SF-based artist, Ethan Caflisch, that’s featured in the lounge. The five-feet tall, six-feet wide piece is an assemblage of paint and Parachute’s fabrics. Smaller pieces created by Caflisch in collaboration with Tappan are available for purchase in-store and online.”
Photo Credit: Parachute
Another thing that makes Parachute unique? An outdoor courtyard that connects it to adjacent boutique, Clare V. Fans of the brand can shop table linens, posh bath essentials, and bedding bundles—top sheet not included. “Forty percent of Americans–including me!–sleep without a top sheet, so we offer this item separately. Why pay for something you don’t use?”
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