Home essentials brand Parachute opens in Charlotte



Parachute, based in Venice, Calif., opened its first North Carolina store in South End.

If shopping in the South End is on your agenda, get ready to add a new place to your list. Home essentials brand based in Venice, CA Parachute opens today at 1930 Camden Roadnear Charlotte’s favorites Jeni’s Splendid Ice Cream, Barcelona wine bar and CharlotteFive coffee support winner, Bitty & Beaus.

The 3,966 square foot retail space will be the brand’s first store in North Carolina and the 14th in its plan to expand to 30 outlets by the end of 2022. Parachute began as a online brand in 2014 and after developing a strong online following, began opening outlets.

Customers can expect to find some of the collection’s best-selling items, including rugs, linen curtains, nursery items, bathrobes and loungewear, classic towel sets and sheet sets. in linen. The South End location will also feature Parachute’s recently released furniture items, including bed frames, bedside tables and benches.

As a nod to Charlotte’s thriving art scene, Parachute features works by Charlotte artist Kenny Nguyen. Promised Land No. 02 is a series of intricately painted strips of silk that form a sculptural, textural composition that bends and drapes along the free form of the wall.

In addition to sourcing affordable, high-quality homewares, Parachute makes clear its commitment to diversity and sustainability. The company has dedicated more than 50% of its paid influencer budget in 2021 to BIPOC individuals and is committed to becoming certified carbon neutral by Earth Day 2022.

Grand Opening Events

11am-1pm: Complimentary coffee from Bitty & Beaus and cookies from Suarez Bakery

5-7 p.m.: Happy hour with free Summit Seltzer

All day: Complimentary cookies from Suarez Bakery

12pm-2pm: Happy hour with free drinks from Lenny Boy Brewing

All Day: Floral Gift With Purchase At Gather Flower Studio


Location: 1930 Camden Road, Suite 270, Charlotte, NC 28203

Neighbourhood: South End

This story was originally published February 11, 2022 7:42 a.m.

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Laurie Larsh is a freelance writer and travel addict with an affinity for sunglasses, coffee, and all things Tarheel. Her relentless curiosity about people and places drives her to wonder and wander near and far and write stories about it. Follow his travel adventures on Instagram @goexplauring or on his website www.goexplauring.com.

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