Luxury linens and bedding brand Parachute has announced a significant strategic shift. Unlike mass-market chains such as the now-defunct Bed Bath & Beyond or Linens and Things, the brand has decided to drastically reduce its retail footprint. According to a report from RetailDive, the company is closing 19 of its locations, leaving just seven remaining open. This move signals a pivot towards strengthening its wholesale relationships and focusing more on its website.
A key part of this revised strategy involves deepening ties with partners like Target. Earlier this year, Parachute launched an exclusive collection with the mass-market retail giant, a deal Target heavily promoted before its April debut. The collaboration offered over 200 bedding and bath linens, with most items priced under $90, aiming to deliver ‘cloud-like’ luxury at a value point unique to Target.
Parachute also maintains distribution through Nordstrom and previously partnered with Crate and Barrel, indicating a growing emphasis on broader retail presence through alliances rather than standalone stores. This strategic pivot highlights the ongoing evolution in retail as brands seek efficient ways to reach customers while managing the costs of physical presence.
