How Parachute landed in the middle of the direct-brand revolution

Parachute Home, a direct-to-consumer brand in the bedding and bathroom space, has aimed to build consumer connections that are based on deep relationships.

Luke Droulez, CMO of Parachute Home, sounds like a marketing traditionalist when he reports that a direct brand “should start with the basic premise that an advertisement is a distraction.

Luke Droulez, CMO, Parachute Home

“My goal is to make that a happy distraction. We want to send as few messages to people as possible, because we sell a more premium product, and we don't offer financial incentives to get people interested.

“It is my firm belief that customers have to be fully interested and motivated by your product, and that [engagement] very much is an opt-in personal experience. If...

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