Ad Age’s annual 40 Under 40 feature is coming up. Ahead of its publication on Sept. 18, we are asking former honorees to share career advice, including how they got to where they are today. Don’t forget to nominate your own rising stars for this year’s list ahead of the July 10 deadline. You can do so at AdAge.com/40u40.
The founder of DTC bedding brand Parachute on AI, brick-and-mortar and navigating the economy
Ariel Kaye, who founded direct-to-consumer bedding brand Parachute nearly a decade ago, was honored on Ad Age's 40 Under 40 list in 2021.
At the time, Kaye was growing the business through a consumer-first mindset, using influencer partnerships and digital marketing to reach new customers. Since then, Parachute has earned its place as one of the fast-growing bedding brands on social media. Last year, the company expanded its portfolio beyond linens to include living room furniture.
Ad Age recently caught up with Kaye to find out what to expect from Parachute this summer and how marketing will play a part. Responses are lightly edited.
Parachute recently opened another store in Manhattan. Tell us about how brick-and-mortar is fitting into your strategy.
Opening our newest flagship store in the Flatiron District was a major moment. It’s our 26th store and third in New York City. The store is a new format with a fresh look and feel. There are stunning tile accents, multiple bed frames on display and a lot more color. It’s beautiful and shoppers are loving the location.
How have your job responsibilities changed since Ad Age honored you on our 40 Under 40 list in 2021?
I’ve been getting back to my roots and spending more time focused on creative and brand marketing. As we approach our 10-year anniversary, I’ve been thinking about how we tell our story for the next 10 years.
What is one of the biggest recent shifts that marketers have had to adjust to and how are you planning for it?
We’re faced with understanding and harnessing the power of AI to both enhance our marketing as well as the customer experience. A big use case for us is how we can leverage AI to enhance our creative output. We also see our audience using a variety of platforms and devices to consume content which makes targeting challenging. We are prioritizing an omnichannel approach that creates a cohesive brand experience however and wherever you find us.
How is the economy playing a role in the types of messaging and marketing channels you are deploying?
While there are fluctuations in the market, we’re focused on optimizing our core channels. We are always communicating our values—quality and comfort—so that shoppers know that we are a consistent and trusted brand.
What’s next for Parachute and its creative team?
We have a beautiful, new fall collection coming soon as well as planning for our 10-year anniversary in January 2024. Stay tuned!