The Pop [email protected] concept has entered the interiors space with Parachute at nine Nordstrom locations throughout the U.S. and Canada. The [email protected] Welcomes Parachute partnership features Parachute items such as towels, textured rugs, linens, quilts, bedding, decorative pillows, robes and loungewear that speak to a more mindful consumer.
“We wanted to create an immersive shopping experience that mimics not only one of our brick-and-mortar stores, but also a home,” said Ariel Kaye, Founder and CEO of Parachute in an interview with Retail TouchPoints. “We have a bed on display, a variety of vignettes that showcase everything from our bath essentials to our loungewear collection, as well as a color palette and fixtures that truly bring the Parachute home to life.”
“A partnership with an established national retailer like Nordstrom gives us an opportunity to introduce our brand to new customers — including those who might not be actively shopping for home goods until they pass by [email protected] Welcomes Parachute,” Kaye added. “We believe there is a complementary overlap between Nordstrom’s customer and our own, so this space really allows us to get in front of our target audience in a fun, new way.”
The Pop [email protected] Welcomes Parachute experience will be hosted through Aug. 21, 2022 at the following locations:
- Bellevue Square, Bellevue, Wash.;
- CF Pacific Centre, Vancouver, B.C.;
- CF Toronto Eaton Centre, Toronto;
- Domain Northside, Austin, Texas;
- Downtown Seattle, Seattle;
- Michigan Avenue, Chicago;
- New York Flagship, New York;
- South Coast Plaza, Costa Mesa, Calif.; and
- Valley Fair, San Jose, Calif.
Parachute’s design goals were to develop a pop-up experience that would speak to its own branding, which already aligns with Nordstrom’s aesthetic. While the Parachute brand resonates with consumers who seek elevated home offerings, the focus for its retail experience is to present a “comfortable and cozy home environment,” according to Kaye.
“It was particularly important to us that the pop-up mirror the aesthetic of our own stores, on a smaller scale,” said Kaye. “Parachute stores are designed to make people feel at home, to offer design inspiration, and to give visitors the opportunity to touch and feel our products before making a purchase. All of those elements play an integral part in elevating the retail experience and help deepen the customer connection, and we kept that at the forefront when designing this space.”
In addition to featuring Parachute items, the pop-up shop will offer products from brands offering goods that complement the space, such as:
- Hario Coffee;
- Maileg Toys;
- Penguin Random House;
- Pepper Stone Ceramics;
- Potting Shed Creations;
- Slow North; and
- Wee Gallery.