Pier 1 Relaunches As E-Commerce-Only Retailer

Pier 1
Pier 1's assortment including a host of glassware, dinnerware and other tableware products.

Weeks after Pier 1 Imports closed its stores after filing for bankruptcy, the home goods specialty retailer has relaunched at Pier1.com

The relaunched online store already offers hundreds of 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. The shift to an e-commerce-only model also allows Pier 1 to boost its assortment as the company explores an array of new products, company officials said.

“Central to our playbook is retaining the brand’s strengths,” said Tai Lopez executive chairman and co-founder of Retail Ecommerce Ventures (REV), the parent company of Pier1.com. “It’s why we retained veteran buyers from Pier 1 to re-engage with vendors and bring back the merchandise our customers know and love.”

In July, the investment firm REV acquired the rights to Pier 1’s trademark name, intellectual property, data and various e-commerce related assets for $31 million. The acquisition allowed the company to expand its retail portfolio that includes Linens ‘n Things, Franklin Mint and Modell’s Sporting Goods.

With the website now serving as Pier 1’s storefront, the company has revamped the site with enhanced 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,” said Shayan Zadeh, Pier 1 CEO. 

Part of the relaunch included connecting with consumers, which was done by Brian Thompson, Pier 1’s chief merchandising and supply chain officer. In October, Thompson took part in a Zoom call with hundreds of loyal Pier 1 shoppers, who quizzed the new team on its plans for the brand as well as the coming availability of products like Li Bien Christmas ornaments and Pier 1 signature fragrances.

“As someone who has spent most of his adult life with Pier 1, it was exciting to see the high level of engagement on that call,” Thompson said. “We share the love that came through for Pier 1 and are looking forward to taking this journey with our customers and investors.”

As part of that journey, the team is reconnecting with Pier 1’s community of collectors and influencers. The company is restarting its Facebook, Instagram and other social media accounts and also finalizing a new blog “Pier 1 of a Kind.