Home furnishings merchant Pier 1 Imports used its latest direct mail catalog to introduce the company’s new Loft 21 collection. In a style the company refers to as “Modern Craftsman,” Loft 21 offers a decidedly more contemporary merchandise selection than past Pier 1 designs, on par with the products offered from Williams-Sonoma’s West Elm. A brief introductory note on the inside cover introduces Loft 21 as “uptown attitude where comfort meets style.” It goes on to promote the collection’s clean lines, global detail and design quality, which it calls “downright lofty.” Sofas, armchairs, coffee tables, lamps and accessories have all been updated to match this sleeker, contemporary urban style. Products are divided into different categories within the Loft 21 collection. These include “Lake Shore Drive,” “Brownstone” and “Micro-Pod.” Prices range from $18 for a floral throw pillow to $750 for an Alli apartment sofa. Additional items for entertaining are also available, including dinnerware, stemware, flatware and an assortment of wood and stainless steel serving pieces. Orders can be placed by phone or online at Pier1.com, where shoppers can also access a store locator to find a retail location near them. A 20% off coupon for in-store purchases is featured on the inside cover along with information on Pier 1’s deferred payment offer for new and existing affinity cardholders.
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