Bedding, finishing touches key at Pier 1 Kids
By Jane Kitchen -- Kids Today, 8/1/2005
Tysons Corner, Va.— Located in a strip mall next to a mainline Pier 1 store, this Pier 1 Kids was one of the first to undergo the name change from Cargo Kids last year. The store has the feel of a Pier 1 — about the same size, with track lighting, Pergo flooring, upbeat music and furniture and accessories mixed in around the store.
There are four Pier 1 Kids stores in the Washington metro area, including other locations in Sterling, Va.; Fredericksburg, Va.; and Gaithersburg, Md. Washington-area customers hear about Pier 1 Kids through advertising in the Washington Post and local parenting magazines, as well as mailings to the company's customer base and e-mail blasts for special promotions like back-to-school.
The store features Classic, Chocolate and white finished furniture, split with girls' selections in white on one side and boys' groups on the other. Bedding choices are fun, upbeat trendy looks like pink and chocolate leopard prints, ballerinas, denim, surf, vintage sports and a varsity plaid called Nantucket.
Like mainline Pier 1 stores, Pier 1 Kids focuses a good bit on accessory items and features displays of themed and color-coordinated merchandise. Fun, fur-covered lamps were on display in the girls' area, along with colored lanterns hung from the ceiling and coordinated frames. On the boys' side, a display of sports-themed accessories showed a complete look and provided easy pick-up pieces.
Accessories change seasonally twice a year, said assistant store manager Dan Laskoyski, and new furniture styles are brought in throughout the year.
Pier 1 Kids offers monthly promotions; a back-to-school sale will include bedding, desks and bookcases, and twice a year beds are on sale.
A Pier 1 Kids credit card offers customers the incentive of 12 months with no interest, plus 10% off their first purchase of $100 or more, and the company recently joined forces with its mainline store credit cards, so now cards can be used in either store — a great opportunity for cross-promotion for the company.
Sports-themed frames, clocks and other accessories are showcased in the boys' section of the store.
Pier 1 Kids offers customers a coordinated look, including furniture, bedding and accessories.
