After a Sold-Out Run, This Luxury Bedding Brand Is Back at Target
Parachute for Target has returned, this time with a summery feel.
Courtesy of Parachute for Target
It’s no surprise that when Parachute launched a collection at Target last year, it sold out. Who wouldn’t want to get Parachute’s signature luxury, high-quality bedding, towels, and bath textiles at a ridiculously affordable price point?
Well, if you missed stocking up the last time, Parachute for Target is back for round two. “We were thrilled by the response to our first Target collaboration and inspired by how many new customers discovered Parachute through the collection,” says Parachute CEO Mehdi Ait Oufkir. “Returning with a second collection allows us to build on that momentum and bring our signature approach to comfort and design to even more homes with thoughtfully designed, high-quality bedding and bath essentials.”
Available online and in stores, the latest limited-run collection is inspired by summer. The design team leaned into rich browns, cool summer blues, and elevated textures—details that are of-the-moment, but also timeless year-round.
“We wanted this collection to capture the feeling of summer at home,” says Parachute’s VP of Merchandising Priya Kirpalani. “Long, slow mornings, open windows, lightweight layers, and bedding that feels crisp, cool, and inviting. The design was inspired by the perfect summer button-down shirt, with breathable organic cotton, timeless stripes, and an effortless, lived-in feel.”
The Parachute team was also able to take feedback from the previous collection and apply it to this new one. Customers wanted more bedding, so they expanded the assortment, adding more bedding styles and leaning into a stripe-on-stripe look. “They loved our linen stripe and the softness of the collection, but they were looking for more patterns, more top-of-bed options, more quilts, and more cotton pieces to layer into their homes,” Kirpalani says.
Aside from bedding, the lineup includes bath towels and plush robes. Prices range from $12 to $169. Take a look at some of our favorite picks below.
Casual Organic Cotton Wide Stripe Duvet Cover Set
This collection has more stripes on stripes, just like the customers requested. This 100% organic cotton duvet set includes a duvet cover and two pillow shams.
Border Stripe Cotton Bed Blanket
“Everything was designed to layer effortlessly with pieces from the original collection,” says Kirpalani.
Turkish Cotton Pinstripe Robe
This cotton robe doesn’t feel too heavy—it’s relaxed and plush. Lounging around has never looked cooler.
