New partnership with Parachute marks new development for Crate and Barrel in the US

As e-commerce continues to grow, retailers such as Nordstrom, Target and Walmart have integrated direct-to-consumer online brands into their overall retail strategies. Recently, American home furnishing retailer Crate and Barrel said it will reach a new cooperation with online brand Parachute to sell a series of mattresses, bedding and bathroom essentials.

Strong cooperation to usher in new development of e-commerce

Crate and Barrel is an American home furnishings retailer located in Stockbrook, Illinois. It was founded in 1962 and is famous for its environmentally friendly home furnishings. Its main products include household goods, furniture and home accessories.

Founded in 2014 in Venice, California, Parachute is an online-only, direct-to-consumer brand focused on creating impeccable bedding.

In recent years, Crate and Barrel has been seeking digital changes and has made a number of digital transformations, including suspending TV advertising, reinvesting funds in social channels such as Instagram, and recently launched its first digital catalog.

Crate and Barrel said the partnership increases the chances of attracting Parachute's online customers to its website. It is reported that in 2020, during the COVID-19 pandemic, e-commerce experienced explosive growth, and Crate and Barrel saw the business opportunities in e-commerce and increased its online investment.

Personalized home page settings

Crate and Barrel 's website will be upgraded from time to time to bring customers a fresh shopping experience. It is reported that Crate and Barrel sets a new homepage tone for its website every year. This year, it also set up unique columns such as twisted workdays, a new start in the new year, and personalized free selections to attract consumers' attention.

From bedding to sofas, Crate and Barrel ’s category design stands out. In addition, it has added a footer that includes Crate Design Studio, social media links, and extensive links to customer service needs.

Crate and Barrel ’s product pages are also relatively detailed, using pictures, text, and videos to provide shoppers with a special shopping experience. In addition, certain products have icons to show where the product is displayed in the store, increasing store traffic.

I believe that the new cooperation between Crate and Barrel and Parachute will bring good benefits to both parties and will also bring new development to their online businesses.

Parachute

Crate and Barrel

USA