Five years ago, Parachute’s model came straight from the DTC playbook: Sell bedding and bath linens at a cheaper cost compared to competitors by designing products in-house and working directly with factories to keep manufacturing costs low. Then, use a Shopify site and Instagram ads and nix expensive retail partnerships with department stores, thus those cost savings back to the customer and into product development.

Today, Parachute’s business looks quite different. It has six stores, and just raised $30 million to open 14 more by 2020. Its media mix has shifted to include out-of-home and direct mailers. There’s even a print catalog. To drive more people to the brand, Parachute also signed onto a retail partnership with wedding registry site Zola. It’s as if Parachute grew up and turned into its mother.

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