Cargokids Aims Campaign At Designing Women

Cargokids, Pier 1 Imports’ children’s-furniture chain, will launch an ad campaign in March in an effort to capitalize on parents’ growing penchant to seek fashionable, durable furnishings for their kids’ bedrooms.

The expansion-minded chain, which has 45 stores, hired The Loomis Agency as its first advertising agency earlier this month to produce a campaign that will include TV. Spending has not yet been determined; sources estimated it will be $3 million.

The new tagline is, “The delightfully durable, surprisingly affordable, furniturrific store.”

“We feel there’s a lot of untapped sales potential in our existing sales markets, but not enough people know who we are and what we’re about,” said Cargokids president and chief operating officer Paul Mihic.