Pier 1’s website is receiving a second life.
The 58-year-old brand closed its brick-and-mortar locations earlier this year as part of its bankruptcy plan. In July, investment firm REV acquired the rights to Pier 1's trademark name, intellectual property, data and various e-commerce-related assets for $31 million, and it’s relaunching Pier1.com.
REV hired about 15 of Pier 1's buying, marketing and customer-support personnel. Formerly based in Fort Worth, the new 30-person Pier 1 team is now located in Dallas. It’s also restarting the Pier 1 social media accounts.
Bringing a best-in-class e-commerce experience to Pier1.com is a top priority for REV, said Shayan Zadeh, Pier 1 CEO. "We have made tremendous progress in revamping the site, with much-improved discovery, filtering and search capabilities. In addition to completely redesigning the look, feel and functionality of Pier1.com, we're sharply focused on the mobile side, with iPhone and Android apps coming in Q1 2021."
The relaunched online store already offers hundreds of familiar SKUs in categories such as holiday and seasonal, furniture, pillows and cushions, dining and entertaining, décor, lighting and candles, rugs, curtains, bed and bath, and outdoor.
Shifting to an e-commerce model frees Pier 1 of the limitations associated with brick-and-mortar portfolios, Zadeh said, noting that they can add hundreds of SKUs to Pier1.com while exploring a wider array of potential new offerings.
REV hired former Pier 1 director of global sourcing Brian Thompson to serve as chief merchandising and supply chain officer.
Pier1 is also restarting its social media accounts.
REV has also acquired the brand assets and ecommerce businesses of Linens 'n Things, Franklin Mint and Modell's Sporting Goods.