Parachute taps former Amazon, Starbucks exec for new C-suite role

Parachute has appointed a retail veteran to lead planning, development and execution of strategic efforts around its growing physical retail presence.

The digitally native, upscale home brand named Drew Sheriff in the newly created role of chief commercial officer. Sheriff will also head Parachute’s customer service, trade and home care operations.

Sheriff joins Parachute from Amazon, where he most recently served as director/GM, Amazon Stores. 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.

Prior to joining Amazon in 2016, Sheriff spent 10 years at Starbucks, where he 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.

Sheriff joins Parachute as it is doubling down on brick-and-mortar growth. The company, which currently has 12 stores, will expand to a total of 15 by the end of the year. It expects to end 2022 with 30 physical locations.

Parachute was founded in 2014, offering a curated assortment of bedding. The brand has since released its own mattress and expanded into categories such as bath, apparel, décor and, most recently, furniture. 

“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.”