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Drew Sheriff
Los Angeles – DTC home brand Parachute is looking to its newest executive to help execute a growing physical retail presence.
The company has hired Drew Sheriff in the newly created role of chief commercial officer. He will lead planning, development and execution of strategic efforts around bricks & mortar retail, and head the brand’s customer service, trade and home care operations. Parachute operates 12 retail storefronts across the U.S. and recently launched in Canada.
“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,” said Ariel Kaye, founder and CEO of Parachute.
Sheriff’s primary areas of focus will encompass retail, trade and customer service. Retail efforts will include oversight of retail expansion, customer acquisition and store design, as well as management and operational development in stores.
On the trade side, he will build a larger team to engage trade clientele and explore opportunities to expand Parachute’s offerings. Sheriff will also 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 was founded in 2014 as a DTC brand offering a curated assortment of bedding. The brand has since developed its own mattress and expanded into categories throughout the home, including bath, apparel, décor and furniture.
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