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The company is a “luxury bedding basics brand born out of the idea that you should not have to spend a ton of money on a sheet set,” says Kaye. Parachute is one of a growing number of startups that are aiming to capitalize on the e-bedding market gap. Startup Brooklinen did more than $1 million in sales in 2014, its first year. Demand was so high that the company was only able to keep inventory in stock for seven out of the first 12 months in business. Vero Linens, an Italy-based exporter of luxury linens, began selling its sheets directly to customers online after a drop in cotton prices cut into the company’s margins, while New-Jersey based Boll & Branch launched its e-commerce business in early 2014. (You could argue that the notorious founders of Genius, née RapGenius, were ahead of their time with their first failed startup,, a site for “bomb-ass” bed sheets.) PointCloud Hewlett Packard Enterprise Bets That Singapore Will Be a ‘Miniature Silicon Valley’ So, why are entrepreneurs flocking to the market now? Scott Tannen, CEO of Boll & Branch, cites two trends: the Internet, and affordable luxury products. The first one is obvious: Claims about superior products can easily be rebutted with a quick Google search on one’s phone. “Each time we let consumers in on the dirty secrets of bedding—like Egyptian cotton is the name of a plant grown in Pakistan or China and thread count doesn't matter—there is a tremendous amount of information that backs it up,” Tannen says. Brooklinen makes the same case. Until now, consumers were given two options, notes a company spokesperson: luxury sheets that cost $500 or more, or cheaper sets from big box stores that promise 1500 thread counts, “but feel like sandpaper.” High-end sheet sets from Parachute Home start at $89, Boll & Branch sheets cost $200, and Brooklinen sells its linens for $99 and up.

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