Startups

How Parachute CEO Ariel Kaye plots her brand’s expansions

Physical retail strategies have become integral to the growth of direct-to-consumer brands, as they seek out customers they can't reach online. Members of the first generation of DTC, like Warby Parker and Casper now have aggressive store expansion plans. Home goods brand Parachute is one such brand that's undergoing a rapid physical expansion. After launching in 2014, last year Parachute raised $30 million in venture capital to open 20 stores by 2020. Right now, the company now has seven stores in Los Angeles, San Francisco, Portland, New York, Chicago and Dallas.

Latest Stories

  • JUN 18, 2019

    How Rothy’s is building out its physical store strategy

    Underpinning Rothy’s store strategy is an emphasis on profitability: According to Rothy’s president Kerry Cooper, the first store is profitable and became so four months in. As more digitally native brands move offline and into their own physical retail stores, these locations have served dual purposes as both marketing plays and sales channels, particularly in the form of pop-ups that ship inventory displayed in stores to customers’ homes.

  • JUN 18, 2019

    The founder of Unilever-owned Schmidt’s Naturals is launching an editorial site for entrepreneurs

    Supermaker, which launches today, is a new media site founded by Schmidt and Cantino focused on telling the stories of entrepreneurs, particularly women and people of color who are launching consumer brands with a “conscious agenda” according to Cantino, as well as sharing career and business advice around topics like raising investment funding and commanding successful social campaigns. The site currently features spotlights on brands like Bippy, a sustainable toilet paper company, and Anna Robertson, the founder of Ghana-based apparel brand Yevu.

  • JUN 17, 2019
    Q&A

    Tim Armstrong: DTC holding companies are inevitable

    It’s Tim Armstrong’s belief that everything, eventually, will be direct-to-consumer, and he sees the issues currently burdening the DTC category as symptomatic of a burgeoning industry trying to grow up. There will be a tech-like shakeout, yes, but the successful brands in the space are rewriting the rules of how consumer companies develop product and market to customers, because at their cores, they actually know who their customers are.

  • JUN 14, 2019
    Q&A

    How Outdoor Voices’ vp of technology connects customer data and community

    Outdoor Voices' vp of technology Kevin Harwood discussed Outdoor Voices' in-store strategy, what kind of results it has seen from Instagram Checkout and how the brand is thinking about investing in mobile and personalization.

  • JUN 14, 2019

    Luma CEO Terry Kawaja: DTC is ‘a highly fragmented ecosystem ripe for consolidation’

    Terry Kawaja, CEO and founder of strategic advisory firm Luma Partners, anticipates these types of relationships will separate who wins in the DTC category from who disappears. Speaking at the BDMI Media Summit on Thursday, Kawaja positioned this evolution of the category as the natural evolution of an industry that started out independently, but now has to live up to big valuations from investor funding: According to data from Luma, $10 billion has been funneled into roughly 400 direct-to-consumer brands to date.

  • JUN 13, 2019

    Furniture brand Burrow opens second store in Chicago with a focus on events

    Burrow, like many other DTC brands that are getting into physical retail for the first time, is leaning heavily on events and experiences to drive people into stores. Its second store is open today in Chicago, which Burrow chose because it's the brand's second-biggest market behind New York City in terms of both revenue and customers.

  • JUN 13, 2019

    ‘The term DTC is a misnomer’: Brands recalibrate strategies as direct businesses become more complex

    Under the weight of the category, and increasingly complex business models, the direct-to-consumer label is cracking in its purity, but startup brands still have a similar mission in mind as they navigate their categories: Build sustainable businesses by any means possible (even if that means wholesale) while keeping customer wants and needs firmly rooted in the center of that strategy.

  • JUN 13, 2019

    Inside Blue Apron’s comeback strategy

    Blue Apron’s rise and fall has become a cautionary tale to other billion-dollar-valued consumer startup unicorns: Profitability may not matter to venture capitalists, but a lack of it can sink a business that’s beholden to stockholders scrutinizing quarter-by-quarter performance.

  • JUN 12, 2019

    As CBD products hit mass retailers, DTC brands plot competitive strategies

    Retailers’ interest in CBD products is tilting the burgeoning industry’s favor towards traditional players, and away from DTC startups in the space. The digital marketing engines like Facebook, Instagram and Google that help spur the momentum of direct-to-consumer brands still block companies from advertising non-intoxicating cannabidiol products, as they’re derived from cannabis. These platforms have all blocked paid ads promoting CBD products, under their policies against advertising “drug and drug-related products.”

  • JUN 07, 2019

    How DTC brands plot their PR strategies

    The right formula for a DTC brand's success is often combining the right product with the right PR and marketing. And as more attention has been paid to these upstart brands' channel strategy, the value of PR has come into sharper focus.

  • JUN 03, 2019

    ‘What now?’: DTC brands are facing a make-or-break moment

    Having made a collective mark on the retail’s makeup, direct-to-consumer brands are pushing to command more market share in their respective categories while dealing with an existential crisis. Direct-to-consumer retail, launched on the basis of selling directly to customers through owned e-commerce and physical retail, is exploring outside of its own channels to drive growth.

  • MAR 22, 2019

    Now valued at $1.2 billion, Glossier still faces hurdles

    There’s not much channel purity among direct-to-consumer brands anymore, unless you look at Glossier.

  • JUN 07, 2019
    Sponsored

    Propelling consumers towards conversion: Three ways location data transforms media spend

    Location data is no longer limited to geo-fencing, which typically triggers a text or app notification when a person enters a street or store.

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