Pier 1 Survey Suggests People Want Infusion of Color, Spice and Personality in Their Homes

Furniture World Magazine

Beginning this spring and throughout the next year, consumers will find a number of changes at Pier 1. The specialty retailer is concentrating on new product offerings with more distinctive designs and fine-tuning its position as the source for unique furniture and home decor that invites shoppers to discover new ways to personalize their homes. According to a new, third party national survey conducted on behalf of Pier 1, an overwhelming 84 percent of women surveyed see their home furnishings as a way to express their personalities. At the same time, 62 percent of female respondents reported that the home furnishings they see in most stores and catalogs are starting to look more alike. Additionally, 65 percent of participating women would like to add some color and brighten up the look of their homes. "Pier 1 is the beige antidote. Customers are looking for ways to set themselves apart. They want their homes to reflect their personal style," said Jay R. Jacobs, Executive Vice President of Merchandising at Pier 1. "As their personal tastes change, they want their homes to reflect that as well. Pier 1 is the perfect place for consumers to find what they want." The most noticeable changes at Pier 1 will be seen at the store level, where customers will find an organized, less cluttered shopping experience more suited to their busy schedules. Shoppers will see a higher percentage of new and exciting products more frequently at Pier 1. With a broader price point offering for customers, the company will maintain its traditional value and mid-range product offerings while expanding upward to include more distinct merchandise as well. As North America's largest specialty retailer of imported home furnishings and decor, Pier 1 has always been a destination for avid do-it-yourself decorators whose homes are an expression of their individuality. With the increasing number of home decorating shows and magazines available, over half of Pier 1's female survey respondents are inspired to experiment with the look of their homes. "Our stores have long been identified as a source for one-of-a-kind products from around the world and a shopping environment that is distinctly Pier 1. These survey results show that we're on target with consumer demand, and we're excited about the efforts currently underway to better serve our customers," said Marvin J. Girouard, Chairman and CEO of Pier 1. The changes being made to Pier 1's merchandise assortment and store experience will be reinforced with a new marketing campaign, spotlighting the authenticity and value of the brand and communicating Pier 1's new tagline: "Life More Interesting." "Pier 1's distinct merchandise will be the celebrity in every ad," said Pier 1 Executive Vice President of Marketing Phil Schneider. "The ads will feature unique products, tell their stories and bring them to life in a home setting." This new messaging will be communicated through a fully integrated marketing effort that includes television, radio, newspaper inserts, direct mail, public relations and web content. For more information, please visit www.pier1pressroom.com . Survey Methodology: The Pier 1 National Survey was conducted March 3-4, 2005. A total of 1064 interviews were conducted via the Internet among a nationally representative sample of men and women, 18 to 64 years of age. The interviews were conducted, analyzed and fielded by Greenfield Online, Inc. The margin of error for the study is plus or minus 3 percentage points. About Pier 1: Pier 1 Imports, Inc. (NYSE:PIR) is North America's largest specialty retailer of imported decorative home furnishings and gifts with Pier 1 Imports(R) stores in 50 states, Puerto Rico, Canada, and Mexico; The Pier(R) stores in the United Kingdom; and Pier 1 Kids(R) and Cargokids(R) stores.