Initially based purely online, Parachute has since launched several physical retail shops to attract new customers and boost its image. Its product range has focused on natural fibers and items made with manufacturing processes that don't use chemicals. Explicitly tailored towards the modern consumer, its direct-to-consumer model has been driven primarily by strong social media campaigns with influencers.

Competitors such as Casper also offer modern home products, but Parachute has captured the luxury sheets market by becoming a lifestyle brand. The company also launched a hotels line and is selling to a range of boutique hotels keen to ensure that their customers aren't getting lower-quality bedding to what they have at home.