Parachute’s First Living Room Collection Is Built for Comfort, Not Speed

The California linen brand is answering to fast furniture with a loungey new lineup that’s a little chunky, very hygge, and designed to last.

Since 2014, Parachute has appealed to consumers interested in high-end bedding that’s comfortable, environmentally friendly, and relatively friendly on the wallet. The direct-to-consumer (DTC) brand started as an online retailer but now has storefronts in cities across the U.S.—places like Brooklyn, New York, Boulder, Colorado, and Scottsdale, Arizona—that give buyers, mostly Millennials, a hands-on experience with its soft goods and a few pieces of furniture. Now, the company is thinking outside the bedroom.

Rounded edges are a major component of the Parachute living room collection as you can see in the Grove side table and the Pillow chair, which comes in a swivel option.

Rounded edges are a major component of the Parachute living room collection as you can see in the Grove side table and the Pillow chair, which comes in a swivel option.

"After the success of our bed frames last year, and benches and nightstands earlier this year, offering options for the living room was the next natural step," explains Parachute founder and CEO, Ariel Kaye, of the company’s expanded offering. The brand also just announced that it will be available in select Nordstroms after participating in one of its summer pop-ups.

Parachute calls its Living Room Collection—a total of 15 pieces comprising three sofas, one chair (with a swivel option), six tables, and four lamps—a "California take on midcentury Danish design." Others call that "Scandifornian": Rounded corners and plump cushions have a West Coast casual feel, but the coziness also amps up the hygge, and greige colorways with walnut and white oak accents recall some of Hans Wegner’s classic designs.

The white oak Butte coffee table's curved legs follow its outline, and echo the rounded edges of the Pillow sofa.  Photo by Parachute

The white oak Butte coffee table's curved legs follow its outline, and echo the rounded edges of the Pillow sofa. Photo by Parachute

The Drift sofa and Loop coffee table combine comfort with simplicity.

The Drift sofa and Loop coffee table combine comfort with simplicity.

For anyone who’s too grown up for the Ikea furniture they bought in their twenties but hasn’t outgrown their affinity to the Scandinavian aesthetic, Parachute’s new collection is the next step. The Danish-modern flavor of the company’s new sofas and chair is reminiscent of the Swedish flat-pack retailer’s accessible albeit unadventurous designs—or, at the low end, what Amazon’s furniture brand Stone & Beam offers—but Parachute’s reputation for producing quality goods with responsibly sourced materials elevates its offering.

Of course, its going to cost a bit more than what you might have paid in your college years. Whereas an Ikea sofa of the same size lands at around $2,600, Parachute’s Cove, Drift, and Pillow sofas range from $3,100-$4,500. Those prices come with more options, however, like fabric type, color, finish, and fill, and having those choices is a standout feature, even among competing DTC brands.

The earthy tones and natural materials of the coffee tables and seating are a nod to Parachute’s California roots. Photo by Parachute

The earthy tones and natural materials of the coffee tables and seating are a nod to Parachute’s California roots. Photo by Parachute

The Cove sofa is influenced by Danish-modern design, and pairs well with the mushroom shade and travertine base of the Dawn floor lamp. Photo by Parachute

The Cove sofa is influenced by Danish-modern design, and pairs well with the mushroom shade and travertine base of the Dawn floor lamp. Photo by Parachute

Parachute’s founder and CEO, Ariel Kaye, says, "We want customers to have forever furniture that will stay with them for years to come, and we’re so excited to see how they style these new pieces in their homes." Photo by Parachute

Parachute’s founder and CEO, Ariel Kaye, says, "We want customers to have forever furniture that will stay with them for years to come, and we’re so excited to see how they style these new pieces in their homes." Photo by Parachute

The sofas and chair are by all measures basic—no big statements are being made here. But in part that’s the appeal. They’re blank, comfy canvases for colorful throws, pillows, or the collection’s slightly more adventurous coffee tables, end tables, and lamps. The Dawn table lamp features a mushroom-shaped shade, while the Strand coffee table is built with a travertine slab, chunky wood legs, and curved corners that visually connect with the greige seating options.

Parachute sees its new collection as a remedy to fast furniture trends, which end up creating a lot of waste. In line with its commitment to producing high-quality linens as sustainably as possible, the brand is producing the new collection using PFA-free fabrics, some recycled polyester blend fabrics, and sustainably sourced, FSC-certified hardwood.

The Century lamp is available in a table top or floor version. It’s a classic midcentury-style lamp with a Carrara marble base and aged brass pole.

The Century lamp is available in a table top or floor version. It’s a classic midcentury-style lamp with a Carrara marble base and aged brass pole.

The Summit side Table’s geometric design is eye-catching, but what makes it special is its practicality. The base can slide under a sofa and the top can cantilever over the seat offering a place to set your laptop or coffee. Photo by Parachute

The Summit side Table’s geometric design is eye-catching, but what makes it special is its practicality. The base can slide under a sofa and the top can cantilever over the seat offering a place to set your laptop or coffee. Photo by Parachute

As quality-made basics that play nice with third party decor, the sofas, tables, and lamps would ideally serve customers for the rest of their lives. "The living room offering is classic and timeless in a way that melds well with other design aesthetics," Kaye says. "We want these pieces to live and grow with you for years to come, outliving every trend and personal style evolution."

It is hard to imagine still having a sofa that was designed in the ’90s, say. But the home goods sector’s eco-conscious zeitgeist was still a far off cry. Now, the ideal for more responsible consumption is a bell everyone seems to be ringing. In September, Burrow introduced its fourth modular sofa line, the Union Collection, which gives buyers the option to update worn out sections with new pieces instead of purchasing a whole new couch.

The Strand coffee Table stands out for its contoured oak legs, curved corners, and travertine slab top. Courtesy of Parachute

The Strand coffee Table stands out for its contoured oak legs, curved corners, and travertine slab top. Courtesy of Parachute

The textured base of the Dawn table lamp contrasts beautifully with the Grove side table in smooth white oak. Courtesy of Parachute

The textured base of the Dawn table lamp contrasts beautifully with the Grove side table in smooth white oak. Courtesy of Parachute

Parachute places a lot of emphasis on its commitment to ethical manufacturing practices and the use of responsibly sourced, healthy materials. Just this year, the brand obtained Climate Neutral certification. According to Kaye, that’s a big part of why customers show up. "They have put their trust in us to do the right thing, and we want to continue to build that trust—from intimate spaces like the bedroom, to communal spaces like the living room," she says before tying that into Parachute’s larger vision. "We want to be the go-to destination for high quality, sustainable products for every room, and that includes furniture."

The company’s new collection will surely turn the heads of Millennials aging into their thirties and forties looking to invest in durable, design-forward pieces that have the potential to weather future trends. At the most, the brand’s attempt to create truly timeless furniture for an ever-expanding, eco-conscious population could inspire other DTC makers to follow suite. At the least, our living rooms will be a much, much cozier place.

Dawn Table Lamp
A table lamp that sets the mood with simple form. Its large, mushroom style shade provides ambient light while its travertine base grounds the space in natural texture.
Strand Coffee Table
A stunning coffee table that might just steal the show. Featuring thick, contoured oak legs that hug its subtly curved corners for a bold, modern silhouette.
Pillow Chair
Inspired by the soft curves of California's coast, this unique chair combines modern lines with a pillow soft appearance. Featuring a welt seam detail along its cushions, arms and back and a subtly curved silhouette that welcomes you in. Ideal for catching up with friends or cozying up with your...

We love the products we feature and hope you do, too. If you buy something through a link on the site, we may earn an affiliate commission.

More from Parachute:

Expert Recs: Parachute Founder Ariel Kaye’s Home Picks Are All About Comfort

Parachute Just Debuted a Collection of Organic Bedding, Towels, and Loungewear

Published

Last Updated

Get the Pro Newsletter

What’s new in the design world? Stay up to date with our essential dispatches for design professionals.