Parachute is a direct to consumer bedding brand that was founded in 2014. The popular brand is headquartered in Venice, CA, with production facilities in Portugal, Turkey, Italy, and the United States (Cincinnati).
A huge advantage for this brand is their ability to offer consumers several retail locations
to experience Parachute's products in person. As of our review date, there were currently four locations: Venice, CA; Silver Lake, CA; Portland, OR; and New York, NY.
How They Deliver Value
On the brand's About page, Parachute founder Ariel Kaye explains her company's focus on providing premium sheets at reasonable prices:
"Years ago while traveling in Italy, I checked into a picturesque hotel on the Amalfi Coast and discovered the softest, most comfortable bedding. When shopping for sheets later on, I found myself surrounded by stacks of products that all looked the same. I wanted something like those beautiful linens I’d experienced in Europe, but I didn’t want to spend a fortune or settle for something treated with chemicals."
The product descriptions reflect the founder's goal of reducing toxic chemicals: "We are Oeko-Tex Standard 100 certified (16.HUS.93300, HOHENSTEIN HTTI), meaning this product surpasses the highest criterion of testing for harmful chemicals and synthetics. Unlike other Bedding brands, we don't artificially soften our fabrics."
Parachute's YouTube channel has several fascinating videos like this one
, showing their manufacturing process and breaking down the thought process behind every step. The video is well done and worth a watch!
Products, Pricing, and Shipping
Parachute delivers what we call "premium value," meaning it's not the low cost leader but delivers more benefits at a slightly higher price. However, our price comparisons show that Parachute is barely more expensive than the low cost leader (~10%), but offers free shipping, and delivers a significantly high amount of value in product quality, selection, and shopping experience (with retail locations and great call/chat support).
Parachute offers three types of sheet sets: Percale ($109 - $149 basic; $239 - $339 premium; 100% long-staple Egyptian cotton), Sateen ($109 - $149 basic, $239 - $339 premium, 100% long-staple Egyptian cotton), and linen ($169-189 basic, $399 - $439 premium, 100% pure European flax). In the bedding category, they also offer fitted sheets, baby crib sheets and quilts, blankets, pillowcases, duvet covers, and mattress pads.
Parachute's bath category offerings are the strongest of the bedding brands we've reviewed. Products range from towels, robes, bath salts, slippers, tub mats, and more. The direct to consumer bedding brand has also expanded into a "decor and living" section, offering products like table runners, throws, candles, and even bed frames.
An Exceptional Shopping Experience
Parachute delivers value in an excellent shopping experience, both offline and online! The brand offers four retail locations, and the shopping experience on their website is one of the best we've seen in the category of direct to consumer bedding brands.
A perfectly organized and intuitive set of filters on the left side of the page (on top level pages only, like https://www.parachutehome.com/collections/bedding
) make it easy to find exactly what you want, filtering by product category, material, and color.
On the product pages, the product photos are high-quality. Parachute even created videos for their products, which we found to be surprisingly helpful in getting a feel for the true texture and weight of the sheets.
The return policy is exceptional, with the ability to return products for 60 days, for any reason. Washed or used bedding is donated to Habitat for Humanity!
Final Thoughts on Parachute Home
In a November 2016 interview
with Forbes.com, Kaye discussed her plan for Parachute: to expand product lines within and beyond the bedroom and bathroom, introduce collections for other rooms of the house, and more locations throughout the world where consumers can experience the products in person. "We want to be where all of our customers are," Kaye said. "We're dreaming big."
At No Middleman, we believe Parachute's big dreams are realistic, and it's easy to see why Parachute is our favorite direct to consumer bedding brand in the premium value category. They've got a perfect mix of leadership, long-term vision, product quality, and a commitment to eliminating unnecessary middlemen.
We look forward to watching this brand continue to grow and deliver massive value at reasonable prices, directly to consumers!