‘Queer Eye’ guy docks at Pier 1

Kirstie Alley is out as spokeswoman for Pier 1 Imports. A queer eye is in.

The home furnishing chain, which operates more than 1,200 stores in the U.S., Canada, the United Kingdom, Puerto Rico and Mexico, has launched a marketing campaign featuring Thom Filicia, the design guru of the hit makeover show “Queer Eye for the Straight Guy.”

National television ads featuring Filicia began airing Thursday. They will show him helping customers find decorative furnishings that reflect their personal style. He replaced actress Alley, who for three years had been the company’s celebrity spokeswoman.

Filicia’s sexuality will likely be a nonissue with most Pier 1 customers, one analyst said. “The ‘Queer Eye for the Straight Guy’ has been pretty successful, so that takes the pressure off Pier 1,” said Thomas Cline, associate professor of marketing at St . Vincent College in Latrobe, Pa.