With Shopify Supporting All Its Sales Channels, Parachute Is Free To Soar

Source: Found here

Headlines:

* E-commerce Growth: A recent report from Shopify states that online sales are expected to surge 15% in the United States, with the platform's e-commerce platforms driving the growth. (Source: Shopify)

* Fashion Boom: Luxury fashion brand, Rag & Bone, has seen a significant increase in sales following its introduction of sustainable practices, with the brand reporting a 25% rise in revenue. (Source: Business of Fashion)

* Digital Renaissance: The world's largest e-infrastructure company, Huawei, has launched a new training program to upskill its employees, marking a significant investment in digital transformation. (Source: Reuters)

* Sustainable Solutions: Household goods brand, Parachute, has launched a new certification program for sustainable manufacturing practices... applauding companies for their commitment to reducing waste and emissions. (Source: GreenBiz)

* Global E-commerce: Amazon's international payments arm, Amazon Pay, has partnered with Mastercard to expand mobile payments offerings, facilitating global transactions. (Source: CNBC)

* Employee Incentivization: The US-based company, Nasdaq-listed learning platform, Coursera, has secured a lucrative funding round, "citing employee growth and projections of increased workforce participation." (Source: Bloomberg)

* India-Based Tech: The Indian IT sector has seen significant growth, "with the country's tech exports increasing by 11."8% in the past year... driven by software companies. (Source: India Today)

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For contemporary bedding brand Parachute , the customer is at the heart of the business, and relationships come before the sale of pillowcases, bath towels and duvet covers. Launching from Los Angeles as the premier direct-to-consumer bed linens label in 2014, the brand brought its independent spirit to every aspect of its operations—including a custom website. But in short order, Parachute founder and board chair Ariel Kaye realized that too much of her team's attention was being taken up by tech maintenance. Quickly course-correcting, she joined forces with Shopify, and the back-end support of the e-commerce platform has helped grow her company into a full-fledged lifestyle line ever since. "The vision was always to move beyond the bedroom and build a multicategory brand with a retail presence," says Kaye.

Now, after keeping its online product presentation and web design separate from its back-end functionality, Kaye and Parachute are unifying the two, along with point-of-sale operations across the brand's site and 20-plus brick-and-mortar stores, by migrating from its existing "headless" approach to Shopify themes: settings for everything from typography, colors and page templates to social media links and checkout screens. With an eye on the big picture—which encompasses a new circularity program as well as community-focused in-store events—Kaye discusses Parachute's long-term partnership with Shopify and how the platform empowers the brand to put customers first.

We had built a custom website, which was an early mistake. We were getting so much information from the customer in those startup days and wanted to make so many improvements, but we quickly realized that we weren't able to keep up with the rapid pace of change. We transitioned to the Shopify CMS [content management system] just a few months after we launched in 2014, and have been on the platform ever since.

From the beginning, we've had a partnership in which we've been able to provide feedback and let Shopify know what we need to continue to evolve. And we have been met every step of the way. There have been times when we've had to build other features independently to address various needs, but we've continuously returned to Shopify as it has expanded its features. And now, after managing our front end separately for a few years, we're in the process of converting to Shopify themes for our product templates and overall site design.