How Parachute Scaled Omnichannel Home Goods with Shopify

Background

Parachute launched in 2014 with a simple mission: make high-quality homeware easily available to everyday shoppers. Founder Ariel Kaye felt that luxury bed and bath goods shouldn’t come with a complicated shopping experience. Early on, the team built a custom platform that looked great but demanded endless maintenance. As Parachute grew from direct-to-consumer into a multichannel brand, the limitations of that setup began to show.

Challenges

By 2018 Parachute was selling online, in pop-ups and pop-ins, plus four permanent stores. Different POS systems meant staff needed multiple logins and customers faced awkward checkouts. Inventory data was scattered, and the tech team spent more time on bug fixes than on brand storytelling. They even built their own checkout — only to realize it was risky to maintain.

Switching to Shopify

In 2019 the team moved to a headless Shopify setup, then later adopted a full Shopify theme to save even more resources. This shift let them focus on marketing and customer experience instead of code. Parachute cut engineering from 15 down to one, saving over $1 million in annual costs.

Unifying POS and BOPIS

Adopting Shopify POS replaced three separate systems. In-store staff learned the new interface within minutes. With a single inventory source, team members could sell, ship from store, or let customers buy online and pick up in minutes. Today Parachute averages 3,500 BOPIS orders each year, and BOPIS revenue has grown 5X in four years, hitting 48% of annual BOPIS sales in Q4 2024.

Building Personal Connections

To turn transactions into relationships, Parachute integrated HubSpot via a Shopify app. Associates capture customer preferences in POS profiles, then follow up by email with tailored tips. If an associate isn’t at a store, the next staff member can see past interactions and continue the conversation. That personal touch drives repeat visits and higher loyalty.

Omnichannel Fulfillment

By using stores as mini-fulfillment centers, Parachute ships an average of 72 items per day directly from stores. Staff can adjust floor stock to match demand, minimizing excess inventory. Customers enjoy consistent, fast delivery whether they shop online or in person.

Results

• Retail average order value up 12% over five years
• Over $1M saved in operational expenses
• BOPIS revenue up 5X in four years
• Unified inventory and checkout cut training time and errors
• Personalized outreach via HubSpot increased repeat business

Looking Ahead

Parachute continues to roll out Shopify features like Shop Campaigns and Flow automation. The team now spends its time on product design, branding, and customer delight — not patching platforms. With a single source of truth across channels, they’re set to grow into more categories and markets.