Retail Ecommerce Ventures (REV) has officially relaunched Pier1.com, the new customer-centric online store for home furnishings and accessories retailer Pier 1 Imports.
The brand closed its brick-and-mortar locations this year as part of its bankruptcy plan, but consumers continue to cherish Pier 1 Imports and its curated assortments of proprietary and imported goods, said Tai Lopez, executive chairman and co-founder of REV. This past July, the investment firm acquired the rights to Pier 1’s trademark name, intellectual property, data and various ecommerce-related assets for $31 million.
“At REV, we transform beloved brands like Pier 1 into Internet-first companies positioned for robust growth,” Lopez said. “Central to our playbook is retaining the brand’s strengths. It’s why we retained veteran buyers from Pier 1 to reengage with vendors and bring back the merchandise our customers know and love.”
All told, 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.
Bringing a best-in-class ecommerce experience to Pier1.com is another 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,” said Zadeh. “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.
REV hired veteran Pier 1 executive Brian Thompson— the brand’s former director of global sourcing— to serve as chief merchandising and supply chain officer. The team is also reconnecting with Pier 1’s community of collectors and influencers and getting the message out that the brand is back, said A.J. Bhatia, Pier 1’s chief marketing officer. “We’re restarting our Facebook, Instagram and other social media accounts— our loyal customers continue to use #pier1love to share their tabletops and other design ideas— and we’re also working on a new blog called ‘Pier 1 of a Kind,'” he said.