Parachute turns its focus to in-store events after doubling its retail footprint

Since opening its first store nearly seven years ago, Parachute has relied on events to draw people to stores, particularly during opening weekend. However, the company had to put many of those events on hold during the pandemic. In 2022, Parachute made store expansions a big priority, going from 10 locations to 23. Melissa Gonzalez gives her insights into the stores success.