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Tangible way. but ariel never wanted to create a store in the old model of retail. in order to build a true lifestyle brand, you have to think beyond selling products, and you have to think about selling experiences. building relationships that go beyond that first purchase is so important. so parachute rented space above the store and furnished an insta-worthy, rentable, one-bedroom apartment. they sleep between our sheets and use our towels. felecia sullivan booked the room for two nights with a friend. she says the stay made her a true parachute believer. we walked in here, it felt very truz to their aesthetic. you think, okay, this is what it means to have kind of a parachute lifestyle. you want to buy into everything, not just, you know, the primary item, which were the sheets and the bedding and comforters. they also host events in the apartment, often in partnership with other brands in order to get their products in front of new potential customers. ....