Parachute, the direct-to-consumer (DTC) bedding brand, held its inaugural outdoor holiday market event on December 2–3 in Culver City, California. With over 40 brands participating, including Avaline, ILIA, and Nécessaire, the marketplace offered an array of experiences such as a ski chalet, a hot cocoa shack, gift wrapping, and a kids’ play area. Proceeds from ticket sales support Baby2Baby, aiding children in need. Founder Ariel Kaye shared that the event aligned with Parachute’s seasonal strategy, aiming to engage the local Los Angeles community and boost sales during the vital holiday period. Named the Parachute Holiday Village, the event featured storefronts from participating brands, coupled with holiday crafts, cocktails, and music for an $8 entry fee. While primarily DTC, Parachute’s expansion included stores across several states, focusing on sustainable growth after raising $47 million in capital and aiming for enduring brand development.

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