One of our favorite bedding brands is getting bigger: Today, Parachute Home expanded its brick-and-mortar footprint with the debut of a new showroom in Portland, Oregon. The new store comes one year after the California-based brand opened a store in Venice, and features well-priced best sellers from Parachute’s bedding, bath, and tabletop collections.
Since its launch in 2014, Parachute, founded by Ariel Kaye, has been quickly dominating the home essentials market offering linens for every room in your house from the kitchen and dining room to the bedroom and bathroom. Why Portland for the brand’s second store?
“We wanted to open in a city where our core values of quality and craftsmanship would resonate with the community,” says Kaye. “Portland is less focused on mass market and more on niche brands that specialize in design, and this made it a perfect fit for our second retail venture.”
The 550-square-foot retail space is located on Northwest 23rd Avenue, and it was designed by Jessica Helgerson and Kayti Huffman of local firm Jessica Helgerson Interior Design. “They truly appreciate historical architecture while also addressing our modern and conceptual needs,” says Kaye of the duo. “We worked with contractor Rob Roster (of Green Rabbet Builders Design & Design Contractors), who also built out Barista (a beautiful coffee shop) and Aesop on the same street.”
The six-month renovation resulted in a modern and minimalist space in a soft color palette with a muted backdrop of pale greys, whites, and bleached woods. “We outfitted the Portland store with like-minded vendors and local artisans,” explained Helgerson. “Maintaining the integrity of the Victorian storefront was paramount, as the layout is influenced by the concept of a historical home. There’s a progression and sense of discovery from room to room, rather than showcasing all the product in one open space.”
A few special features include a large-scale wall covering from Black Crow Studio, a plush, built-in L-shaped sofa (upholstered in Parachute Fog Linen showing another application of the brand’s fabrics), a delicate mobile fixture by Portland artist Anna Korte, and a water installation (complete with an antique sink carved from a single piece of marble) which allows shoppers to experience the brand’s towels firsthand.
A large garden in the back of the store will be used for parties and community events. “In my opinion, you can never have too many plants,” says Kaye. “They add a lush, natural feel to a space—and that’s especially fitting for Portland.”
On the heels of the Pacific Northwest store opening, the brand has also launched three new collections: tabletop linens, its first piece of furniture (a bed, naturally), and an expanded collection of bathrobes and slippers. “Our goal is to be a part of our customer’s daily routines throughout the home,” says Kaye.
The versatile, durable table linen collection is ideal for everyday dining or can be dressed up for more special occasions—plus they don’t need to be ironed to look spiffy. “I envision people mixing and matching the prints since we work with such a neutral color palette,” suggests Kaye.
The brand also unveiled its first piece of furniture: a handmade wood bed frame designed in collaboration with L.A.-based designer Chris Earl, created from American Black Walnut with a satin lacquer finish. The new unisex Waffle Bathrobe and Slippers collection are must-haves for your bathroom and come in a neutral shades of grey and beige—they’re just one more way that Parachute wants to help you have the best sleep ever.
820 NW 23rd Avenue, Portland
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