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Parachute Hires Drew Sheriff as First Chief Commercial Officer

·3-min read

Sheriff, who previously led teams at Amazon and Starbucks, will oversee development across several areas of the growing lifestyle business

LOS ANGELES, November 30, 2021--(BUSINESS WIRE)--Parachute, the premium multi-category lifestyle brand that makes you feel at home, today announced the appointment of retail industry veteran Drew Sheriff in the newly-created role of Chief Commercial Officer (CCO). Sheriff will lead planning, development and execution of strategic efforts around Parachute’s growing physical retail presence, and head the brand’s customer service, trade and home care operations.

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Parachute today announced the appointment of retail industry veteran Drew Sheriff in the newly-created role of Chief Commercial Officer.

"We’re thrilled to have Drew join us as a valued member of our executive team at such an exciting and pivotal time for our business," said Ariel Kaye, founder and CEO of Parachute. "Drew brings an intimate knowledge of the retail industry and impressive record of strategic leadership, and I have no doubt his experience will directly complement and benefit our long-term strategy. We look forward to him playing a critical role in continuing Parachute’s impressive track record of growth, while helping us reach more customers and strengthening our commitment to exceptional service."

As CCO, Sheriff’s primary areas of focus will include retail, trade and customer service. Retail efforts will include oversight of retail expansion, customer acquisition, store design, as well as management and operational development in stores. On the trade side, he will be tasked with building a larger team to engage trade clientele and uncover new opportunities to thoughtfully expand Parachute’s offerings. Additionally, Sheriff will be responsible for continuing the company’s customer service operations and scaling the program to serve Parachute’s expanding customer base at all sales touch points.

Prior to joining Parachute, Sheriff worked for Amazon, where he oversaw the company’s physical store operations and spearheaded the development and launch of omnichannel programs in physical retail, including store pickup options, new payment methods and digital price tags. He previously held a variety of executive positions at Starbucks, across the company’s marketing and product organizations, and was responsible for the development and expansion of successful new product concepts.

Parachute is experiencing accelerated momentum, as the business continues to launch new product categories and aggressively add physical retail locations in cities across the U.S. With deep experience working at globally-recognized retail franchises, Sheriff’s insights on bridging the gaps between digital and physical retail experiences and efficiently executing strategies on key cultural trends will be invaluable to Parachute’s plans for sustainable, long-term growth.

About Parachute
Parachute is a modern lifestyle brand that makes people feel at home. The multi-category home company offers products that are thoughtfully designed in Los Angeles and responsibly manufactured by expert craftspeople around the globe, using only premium quality materials. Every essential in the collection is inspired by comfort and relaxation. Parachute was founded in 2014, offering a carefully curated assortment of bedding. The brand has since released its own mattress and expanded into categories throughout the home, including bath, apparel, décor and furniture. Parachute operates 12 retail storefronts across the U.S. and recently launched in Canada. All products are available online at

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