Stay a while

There has been a recent surge of brands expanding into the hotel market. In September, furniture store West Elm launched a range of boutique hotels that offer a shop-as-you-stay experience, and now bedding company Parachute is making its mark on the hospitality industry.

The Parachute Hotel marks the next step in the company’s transformation from an online-only to a bricks-and-mortar brand, following the opening of its first store earlier this year.

Parachute is pitching the £483 ($600, €537) a night ‘hotel’ as principally a space for conferences and photoshoots, but founder and CEO Ariel Kaye hopes that offering customers the opportunity of an overnight stay will enable them to engage more fully with Parachute’s products and fully immerse themselves in the brand’s world.

‘We are trying to create a narrative about our relationship with this community that is about more than just transaction,’ Kaye told Fast Company.