What do you get when you pair high quality design with the promise of a good night's sleep? You get Parachute, a modern bedding essentials brand with California cool and direct-to-consumer pricing.
Parachute recently opened its second brick-and-mortar store in Portland, on Northwest 23rd Avenue – an area known for its chic retail lineup. Laptops & Smalltalk founder, Brittany Sierra, connected with Parachute founder and CEO, Ariel Kaye, about entrepreneurship and why a bedding startup from Venice Beach decided to make the Rose City its second home.
Laptops & Smalltalk: Talk to me about the initial inception of Parachute. Where did the concept come from?
L&S: What inspired opening a second location here in Portland?
L&S: Portland values its creative community. How does Parachute add to that conversation?
AK: The Portland store was custom designed by the local firm, Jessica Helgerson Interior Design. Their appreciation for historical architecture and our modern approach to merchandising made them the ideal partner. They made a concerted effort to maintain the integrity of the Victorian storefront, keeping with the area's landmark homes. We also decorated the store with the work of Portland-based artists. Anna Korte created a delicate mobile, also Parachute-like in its shape, to add sparkle to the space.
Plus we're in great company on this street, surrounded by some of the best coffee, food and retail in the city.
L&S: What are some of your favorite spots in Portland?
AK: WM Goods – My favorite store in Portland. This stylish boutique has everything from beautiful clothes and shoes to lifestyle goods. I bought three items on my most recent trip, and they've already become staples in my wardrobe. P.S. The owner, Whitney Goodman, is the coolest!
Alder and Co. – This perfectly curated shop is brimming with beautiful clothes, accessories, textiles, paper and even flowers. Alder and Co.'s florist, Hilary Horvath, arranged the flowers for our opening party and they were stunning!
Frances May – Frances May is the store I wish I could shop every day (and without having to look at price tags). This high-end clothing boutique carries designer duds for both men and women. The labels they stock are directional and hard-to-find – and everything is beautifully merchandised.
Tusk – Tusk was designed by Jessica Helgerson Interior Design, who also did our Portland store. The restaurant is breathtaking and the food is sublime. Do not skip on the chickpea fries!
L&S: What role does interior design play in your personal life and how does it impact Parachute?
L&S: The idea of modern essentials has become very trendy over the years, but from your experience, how has building the Parachute brand impacted your own views on what modern essentials are and what the "modern lifestyle" really is?
AK: We appeal to the modern shopper by offering timeless pieces intended to be layered, mixed and matched. Instead of focusing on shifting styles and trends, we design each item to complement our entire assortment of home essentials. It's a more holistic approach to design and comfort.
L&S: How has your definition of this modern lifestyle impacted Parachute's key styles and design aesthetic?
L&S: What's next for Parachute? What can we look forward to seeing from you?
Visit Parachute (820 NW 23rd Ave.) for the latest catalog, learn about about in-store events and personalized styling tips, and take a sneak peek at upcoming product releases and collections.