Retail Ecommerce Ventures (REV), an investment firm that buys beleaguered brands, is paying $31 million for the moribund home goods retailer’s name and intellectual property. The aim is to reboot Pier 1 online and create a “robust ecommerce future for the brand,” the firm said Friday.

REV is co-owned by social media influencer Tai Lopez and Alex Mehr, the co-founder of online dating website Zoosk. The company invests in so-called zombie brands that it believes can be revived online. REV bought Dressbarn’s brand last year from the newly bankrupt Ascena Retail Group and says it has turned into a successful online business. It also owns the Linens ‘n Things brand, Franklin Mint, and is the lead bidder for bankrupt Modell’s Sporting Goods.