It's no surprise that after ten years, Parachute, the home lifestyle brand, is still standing as the dust settles on the direct-to-consumer boom.
Founded by Ariel Kay in 2012, Parachute has developed a loyal customer base for its high-quality bedding, towels, and robes. The company is currently expanding into various categories, such as furniture and baby products, and has opened 26 retail stores worldwide.
Naturally, TechCrunch wanted to see what it's been like managing the DTC boom the past few years and brought Kaye on to our podcast to chat about it. She recalls how customers were immediately drawn to her company when it first launched, because it came on the edge with products that felt personal and tailored to the interests of millennial consumers.
“From the moment we launched, we kept hearing, ‘I've been waiting for a brand like this,'” she told us. “It became very clear early on that we were on to something.”
Her company has taken her around the world on her quest to find the perfect material that will add a touch of joy to any home. She learned to manage logistics, hire a team, and find a network of other entrepreneurs who could support her through the booms and busts of — wait for it — being a solo founder. The result was ten years of lessons but also ten years of hard-won success.
This week, we spoke with her about being a solo founder and also touched on topics like recruiting, fundraising, and how she's managed to stay relevant even after other DTC brands have gone bankrupt.
