{"id":259671,"date":"2026-08-08T11:55:00","date_gmt":"2026-08-08T14:55:00","guid":{"rendered":"https:\/\/www.em.com.br\/emfoco\/?p=259671"},"modified":"2026-08-07T14:21:36","modified_gmt":"2026-08-07T17:21:36","slug":"prejuizo-de-310-milhoes-derruba-gigante-da-decoracao-com-540-lojas-e-58-anos-de-historia","status":"publish","type":"post","link":"https:\/\/www.em.com.br\/emfoco\/2026\/08\/08\/prejuizo-de-310-milhoes-derruba-gigante-da-decoracao-com-540-lojas-e-58-anos-de-historia\/","title":{"rendered":"Preju\u00edzo de 310 milh\u00f5es derruba gigante da decora\u00e7\u00e3o com 540 lojas e 58 anos de hist\u00f3ria"},"content":{"rendered":"\n<div class=\"emf-summary google-auto-ads-ignore\">\n  <style>\n    .emf-summary {\n      --emf-navy:#00245a;\n      --emf-navy-soft:#0b3b70;\n      --emf-ink:#1d2731;\n      --emf-muted:#66727e;\n      --emf-line:#d7dde5;\n      --emf-paper:#ffffff;\n      --emf-wash:#f4f6f8;\n      box-sizing:border-box!important;\n      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<div class=\"emf-summary-card\">\n      <span aria-hidden=\"true\" class=\"emf-summary-number\">01<\/span>\n      <div aria-level=\"3\" class=\"emf-summary-card-title\" role=\"heading\">\n        Perdas ganharam escala\n      <\/div>\n      <div class=\"emf-summary-card-text\">\n        A Pier 1 acumulou forte deteriora\u00e7\u00e3o financeira em 2019, com vendas menores e preju\u00edzos que reduziram o espa\u00e7o para uma recupera\u00e7\u00e3o r\u00e1pida.\n      <\/div>\n      <div class=\"emf-summary-card-meta\">\n        Crise financeira\n      <\/div>\n    <\/div>\n    <div class=\"emf-summary-card\">\n      <span aria-hidden=\"true\" class=\"emf-summary-number\">02<\/span>\n      <div aria-level=\"3\" class=\"emf-summary-card-title\" role=\"heading\">\n        Comprador n\u00e3o apareceu\n      <\/div>\n      <div class=\"emf-summary-card-text\">\n        O pedido de prote\u00e7\u00e3o judicial buscava dar tempo para uma venda, mas a empresa n\u00e3o conseguiu fechar um acordo que mantivesse a opera\u00e7\u00e3o f\u00edsica.\n      <\/div>\n      <div class=\"emf-summary-card-meta\">\n        Cap\u00edtulo 11\n      <\/div>\n    <\/div>\n    <div class=\"emf-summary-card\">\n      <span aria-hidden=\"true\" class=\"emf-summary-number\">03<\/span>\n      <div aria-level=\"3\" class=\"emf-summary-card-title\" role=\"heading\">\n        Rede foi liquidada\n      <\/div>\n      <div class=\"emf-summary-card-text\">\n        Sem solu\u00e7\u00e3o para continuar aberta, a companhia decidiu encerrar aproximadamente 540 lojas e colocar em liquida\u00e7\u00e3o a opera\u00e7\u00e3o f\u00edsica nos Estados Unidos.\n      <\/div>\n      <div class=\"emf-summary-card-meta\">\n        Fechamento\n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">A <strong>Pier 1<\/strong>, <strong>gigante da decora\u00e7\u00e3o<\/strong> fundada em 1962, chegou a 2020 financeiramente pressionada e com rede f\u00edsica insustent\u00e1vel. O preju\u00edzo aproximado de <strong>US$ 310 milh\u00f5es<\/strong> em 2019 antecedeu fal\u00eancia, busca frustrada por comprador e liquida\u00e7\u00e3o de 540 lojas, encerrando 58 anos de presen\u00e7a f\u00edsica e expans\u00e3o nacional.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Como a Pier 1 chegou a uma rede t\u00e3o grande?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A trajet\u00f3ria come\u00e7ou em <strong>1962<\/strong>, com uma loja na Calif\u00f3rnia voltada a m\u00f3veis e objetos importados. A <a href=\"https:\/\/en.wikipedia.org\/wiki\/Pier_1_Imports\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Pier 1 Imports<\/strong><\/a> cresceu por d\u00e9cadas e transformou a decora\u00e7\u00e3o de inspira\u00e7\u00e3o internacional em uma marca conhecida em boa parte dos Estados Unidos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No auge, a empresa chegou a superar <strong>1.200 lojas<\/strong>. Mesmo depois de come\u00e7ar a reduzir pontos, ainda mantinha <strong>973 unidades em mar\u00e7o de 2019<\/strong>, sinal de uma estrutura f\u00edsica enorme para sustentar justamente quando a compra de m\u00f3veis e decora\u00e7\u00e3o migrava cada vez mais para canais digitais.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.em.com.br\/emfoco\/wp-content\/uploads\/2026\/08\/falencia1-3-1024x576.jpg\" alt=\"\" class=\"wp-image-259683\" srcset=\"https:\/\/www.em.com.br\/emfoco\/wp-content\/uploads\/2026\/08\/falencia1-3-1024x576.jpg 1024w, https:\/\/www.em.com.br\/emfoco\/wp-content\/uploads\/2026\/08\/falencia1-3-300x169.jpg 300w, https:\/\/www.em.com.br\/emfoco\/wp-content\/uploads\/2026\/08\/falencia1-3-768x432.jpg 768w, https:\/\/www.em.com.br\/emfoco\/wp-content\/uploads\/2026\/08\/falencia1-3-750x422.jpg 750w, https:\/\/www.em.com.br\/emfoco\/wp-content\/uploads\/2026\/08\/falencia1-3-1140x641.jpg 1140w, https:\/\/www.em.com.br\/emfoco\/wp-content\/uploads\/2026\/08\/falencia1-3.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Custos elevados e mudan\u00e7as no consumo aceleraram a crise financeira<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">O que levou a gigante da decora\u00e7\u00e3o ao preju\u00edzo?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Os n\u00fameros mostram que a piora vinha antes da fal\u00eancia. No ano fiscal encerrado em mar\u00e7o de 2019, o <a href=\"https:\/\/www.sec.gov\/Archives\/edgar\/data\/278130\/000156459019013797\/pir-10k_20190302.htm\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>relat\u00f3rio anual da companhia<\/strong><\/a> registrou <strong>preju\u00edzo l\u00edquido de US$ 198,8 milh\u00f5es<\/strong>, depois de lucro no per\u00edodo anterior.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As perdas continuaram ao longo de 2019 e levaram o preju\u00edzo acumulado a uma escala pr\u00f3xima dos <strong>US$ 310 milh\u00f5es<\/strong> citados na pauta. Ao mesmo tempo, as vendas ca\u00edam, a margem encolhia e a <strong>rede f\u00edsica extensa<\/strong> deixava menos espa\u00e7o para esperar uma recupera\u00e7\u00e3o longa.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Por que a Pier 1 decidiu fechar todas as lojas?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O pedido de <strong>prote\u00e7\u00e3o pelo Cap\u00edtulo 11<\/strong>, apresentado em fevereiro de 2020, tinha uma meta pr\u00e1tica: ganhar tempo para reorganizar as d\u00edvidas e encontrar um comprador. A empresa j\u00e1 pretendia fechar parte das unidades, mas ainda buscava uma sa\u00edda que preservasse o neg\u00f3cio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sem uma proposta capaz de manter a opera\u00e7\u00e3o e com a crise sanit\u00e1ria dificultando ainda mais as negocia\u00e7\u00f5es, a <strong>Pier 1<\/strong> pediu autoriza\u00e7\u00e3o para uma <strong>liquida\u00e7\u00e3o ordenada<\/strong>. O plano passou a ser vender estoques e ativos e encerrar os pontos f\u00edsicos restantes.<\/p>\n\n\n\n<p class=\"myth-list-bridge wp-block-paragraph\">A seguir listamos <strong>quatro etapas da queda<\/strong> que ajudam a entender como uma rede nacional chegou \u00e0 liquida\u00e7\u00e3o:<\/p>\n\n\n\n<ul class=\"wp-block-list myth-bullet-list\">\n<li><strong>1962:<\/strong> a empresa nasce com uma \u00fanica loja e come\u00e7a a expandir o formato de decora\u00e7\u00e3o importada.<\/li>\n\n\n\n<li><strong>Mais de 1.200 lojas:<\/strong> a rede alcan\u00e7a seu maior porte depois de d\u00e9cadas de crescimento.<\/li>\n\n\n\n<li><strong>Perdas em 2019:<\/strong> a queda de vendas e margens aprofunda o problema financeiro.<\/li>\n\n\n\n<li><strong>2020:<\/strong> a busca por comprador falha e cerca de 540 lojas entram no processo de fechamento.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Leia tamb\u00e9m: <a href=\"https:\/\/www.em.com.br\/emfoco\/2026\/08\/06\/adeus-a-457-lojas-de-uma-conhecida-rede-de-moda-feminina-segunda-falencia-encerra-25-anos-de-historia-e-liquida-todas-as-unidades\/\" target=\"_blank\" rel=\"noreferrer noopener\">Adeus a 457 lojas de uma conhecida rede de moda feminina: segunda fal\u00eancia encerra 25 anos de hist\u00f3ria e liquida todas as unidades<\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O que os 540 fechamentos mostram sobre a crise?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A decis\u00e3o atingiu aproximadamente <strong>540 lojas<\/strong> que ainda faziam parte da etapa final da rede. O n\u00famero \u00e9 menor que o pico hist\u00f3rico porque a empresa j\u00e1 vinha cortando unidades, mas mostra como o problema terminou alcan\u00e7ando praticamente toda a presen\u00e7a f\u00edsica restante.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A mudan\u00e7a foi r\u00e1pida para uma companhia com <strong>58 anos de hist\u00f3ria<\/strong>. Em pouco tempo, a estrat\u00e9gia deixou de buscar apenas uma rede menor e passou para o <strong>encerramento da opera\u00e7\u00e3o f\u00edsica<\/strong>, depois que n\u00e3o apareceu um comprador disposto a manter as lojas abertas.<\/p>\n\n\n\n<p class=\"myth-html-bridge wp-block-paragraph\">A seguir listamos <strong>tr\u00eas marcos da rede<\/strong> que resumem a passagem da expans\u00e3o para o fechamento:<\/p>\n\n\n\n<div class=\"emf-data-table google-auto-ads-ignore\">\n  <style>\n    .emf-data-table {\n      --emf-navy:#00245a;\n      --emf-navy-soft:#0b3b70;\n      --emf-ink:#1d2731;\n      --emf-muted:#66727e;\n      --emf-line:#d7dde5;\n      --emf-wash:#f4f6f8;\n      box-sizing:border-box!important;\n      inline-size:min(1100px,100%)!important;\n      max-inline-size:100%!important;\n      margin-inline:auto!important;\n      overflow:hidden!important;\n      color:var(--emf-ink);\n      background:#fff;\n      border:1px solid var(--emf-line);\n      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<img\n        alt=\"Logo EM Foco\"\n        decoding=\"async\"\n        height=\"41\"\n        loading=\"lazy\"\n        referrerpolicy=\"no-referrer\"\n        src=\"https:\/\/www.em.com.br\/emfoco\/wp-content\/uploads\/2026\/08\/em_transparente_3000px-scaled.png\"\n        width=\"41\"\n      >\n    <\/div>\n\n    <div>\n      <div class=\"emf-data-table-kicker\">DADOS EM FOCO<\/div>\n      <div class=\"emf-data-table-title\">Da expans\u00e3o ao fechamento<\/div>\n    <\/div>\n  <\/div>\n\n  <div aria-label=\"Tabela com marcos da expans\u00e3o e do fechamento da Pier 1\" class=\"emf-data-table-scroll\" role=\"region\" tabindex=\"0\">\n    <table>\n      <caption>Marcos j\u00e1 explicados no texto sobre a expans\u00e3o, as perdas e o encerramento das lojas da Pier 1.<\/caption>\n      <thead>\n        <tr>\n          <th scope=\"col\">Momento<\/th>\n          <th scope=\"col\">Escala<\/th>\n          <th scope=\"col\">O que mostra<\/th>\n        <\/tr>\n      <\/thead>\n      <tbody>\n        <tr>\n          <td data-label=\"Momento\">Pico da rede<\/td>\n          <td data-label=\"Escala\">Mais de 1.200 lojas<\/td>\n          <td data-label=\"O que mostra\">Expans\u00e3o nacional<\/td>\n        <\/tr>\n        <tr>\n          <td data-label=\"Momento\">Mar\u00e7o de 2019<\/td>\n          <td data-label=\"Escala\">973 lojas<\/td>\n          <td data-label=\"O que mostra\">Rede ainda extensa<\/td>\n        <\/tr>\n        <tr>\n          <td data-label=\"Momento\">Liquida\u00e7\u00e3o em 2020<\/td>\n          <td data-label=\"Escala\">Cerca de 540 lojas<\/td>\n          <td data-label=\"O que mostra\">Fim da opera\u00e7\u00e3o f\u00edsica<\/td>\n        <\/tr>\n      <\/tbody>\n    <\/table>\n  <\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">O que aconteceu com a marca depois da liquida\u00e7\u00e3o?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O fechamento das lojas n\u00e3o significou o desaparecimento do nome. Os <strong>direitos da marca<\/strong> e os ativos ligados ao com\u00e9rcio eletr\u00f4nico foram vendidos, permitindo que a identidade Pier 1 continuasse na internet sob novos controladores, separada da antiga estrutura de lojas f\u00edsicas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O caso mostra como uma <strong>gigante da decora\u00e7\u00e3o<\/strong> pode sair de mais de mil pontos para uma liquida\u00e7\u00e3o total quando perdas, queda de vendas e falta de comprador se acumulam. A Pier 1 terminou 2020 sem sua rede f\u00edsica, encerrando um ciclo iniciado <strong>58 anos antes<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>EM FOCO Resumo da mat\u00e9ria 01 Perdas ganharam escala A Pier 1 acumulou forte deteriora\u00e7\u00e3o financeira em 2019, com vendas menores e preju\u00edzos que reduziram o espa\u00e7o para uma recupera\u00e7\u00e3o r\u00e1pida. Crise financeira 02 Comprador n\u00e3o apareceu O pedido de prote\u00e7\u00e3o judicial buscava dar tempo para uma venda, mas a empresa n\u00e3o conseguiu fechar um [&hellip;]<\/p>\n","protected":false},"author":30,"featured_media":259681,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"format":"standard"},"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[28],"tags":[4687,5478,35776,4302],"class_list":["post-259671","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economia","tag-decoracao","tag-falencia","tag-pier-1","tag-varejo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Preju\u00edzo de 310 milh\u00f5es derruba gigante da decora\u00e7\u00e3o com 540 lojas e 58 anos de hist\u00f3ria - 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