How Parachute Built On its DTC Foundation to Compete in Traditional Retail



Join Luke at #SMWLA June 13th and learn how to take your DTC strategies to the next level in 2019.

All sessions from #SMWONE, our four-week virtual conference program, are now available on-demand.

In recent years, a wave of direct-to-consumer (DTC) companies has captured consumer attention through high-quality, yet cost-conscious, products, standout branding, and savvy, digitally-centric media and marketing strategies. According to a recent Forrester report, online spend by DTC consumers will grow at a compound annual rate of 18 percent between 2018 and 2022.

Further research by Diffusion has found that one-third of U.S. consumers plan to do at least 40 percent of their shopping from DTC companies in the next five years, and 81 percent claim they’ll make at least one purchase from a DTC brand within the next five years.

Across industries like CPG and retail, these players have found success by offering exceptional affordability, quality, and innovation. One standout among these companies is Parachute, a luxury home goods provider that has built on its DTC foundation to compete in traditional retail.


On June 13th during SMW Los Angeles SMW Los Angeles, Chief Marketing Officer at Parachute, Luke Droulez, will detail the company’s expansion from online-only DTC brand into traditional brick and mortar territory in an exclusive interview with SMW Founder Toby Daniels.

“[We] want to be seen as a lifestyle brand,” Droulez said in a recent interview with Digiday. “The only way to do that is if you interact with people across multiple touch points… Rather than talking about ‘luxury for less,’ we, as a brand, aspire to be more than that. We are looking to develop and cultivate long-term customer relationships.”

In 2016 Parachute opened its first brick-and-mortar store in Venice, California. Fast forward to today, there are now seven store locations – Los Angeles (Venice Beach and Silver Lake), New York City, Portland, Oregon, San Francisco, Dallas, and Chicago – with many more to come.

As he describes this journey, Luke will underscore how a savvy digital marketing approach has elevated Parachute’s DTC brand status and how the brand tapped into traditional marketing tactics and in real life (IRL) experiences to expand to integrated retail beyond the Internet.

Most importantly, Luke will reiterate that as DTC brands continue to grow and scale their businesses, the process of identifying ways to differentiate in a crowded competitive landscape is imperative. Spoiler alert: it boils down to moving beyond the digital disruptor status and utilizing data-driven storytelling to enhance the customer journey by selling value, not just products.

There’s still time to join us at the Broad Stage in Santa Monica June 12-13. Browse the full agenda and secure your pass by Friday, June 7th to take advantage of the current discount before it expires.

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