Who Owns Parachute Home?

Ariel Kaye founded Parachute in 2014 after working in digital strategy and running a home design blog that showed her the gap in premium bedding for online shoppers. The brand launched with a small collection of sheets, duvets and pillows sold direct to consumers, positioning itself on quality materials, a muted "perfectly undone" aesthetic and non-toxic production.

The timing matched the direct-to-consumer wave. Parachute raised venture funding through the mid-2010s, expanded from bedding into bath, decor, mattresses and furniture, and built a loyal millennial customer base that drove strong early growth. Physical retail followed: the company opened its first store in Los Angeles and built a national footprint that reached 26 locations by 2024.

The pandemic produced a surge. Sales reached approximately $150 million in 2021 as home-focused spending spiked, and the company used the momentum to keep opening stores. The comedown was sharp: demand normalized, store economics weakened, and the company began closing locations in 2024.

By mid-2025, Parachute had closed 19 of its 26 stores, dropping to seven locations in markets including its Venice, California flagship and a Manhattan SoHo store. CEO Mehdi Ait Oufkir said the company had "overreached" with stores that were too large or in markets with insufficient brand awareness. The strategy reset to focus on e-commerce, the remaining stores and an expanding wholesale business selling through third-party retailers.

Estimated e-commerce revenue was about $44 million in 2025, a fraction of the 2021 peak but reflecting a leaner, profitability-focused operation. The company now positions itself as a digitally led home brand with a small physical footprint rather than a retail chain.