Qurate Retail Group Officially Rebrands to QVC Group, Inc.
Qurate Retail Group, known for its portfolio of live social shopping brands including QVC and HSN, announced Friday that it has officially rebranded to QVC Group, Inc. as it leans into streaming and social.
QVC Group's other brands include Ballard Designs, Frontgate, Garnet Hill, and Grandin Road. In November, the Pennsylvania-based company announced plans to rebrand as part of a new growth strategy to focus more on engaging customers through social media and livestreaming. The company's current reach includes a presence via 15 television networks, reaching 200 million homes worldwide. It also operates QVC+ and HSN+ streaming, along with its presence on social media platforms Facebook, Instagram, TikTok, YouTube, and Pinterest.
“This rebranding is an important milestone in our nearly 50-year evolution as a collection of leading retail brands,” said President and CEO David Rawlinson II in a press release. “From the beginning, we’ve been the innovators in live video shopping — first on cable TV, then on e-commerce and mobile. Now, once again, we’re reimagining our company to grow in new places by leaning into streaming and social.”
As part of the rebrand, QVC announced several leadership changes at the end of January. Mike Fitzharris now serves as president of the QVC U.S. brand and COO of QVC Group. Stacy Bowe has been named president of the HSN brand and U.S. merchandising.
Total Retail's Take: In November, when Qurate Retail Group announced the rebrand, it said the goal was to achieve $1.5 billion or more in revenue from streaming and social within the next three years.
“Through our new growth strategy, we will purposefully intensify our already successful efforts in social and streaming to reach fast-growing audiences,” Rawlinson said at the time. The strategy includes driving live shopping content to everywhere the customer spends her time; creating the world's leading live social shopping content engine; and leaning into technology and continuous improvement to fund expansion into new platforms and audiences.
Live shopping and video commerce — a staple in China's retail market — is growing more popular in the U.S., especially among younger shoppers, allowing brands to engage with customers in real time and convert them on the spot. A survey published last November from VTEX found that 45 percent of U.S. consumers aged 18 and older have browsed or purchased from live shopping events in the past year.
Marie Albiges is the managing editor for Women in Retail, Total Retail, and Women Leading Travel & Hospitality. She is responsible for content development, management and production for the group. Marie is a former journalist, a travel aficionado, a French native and fitness enthusiast who lives in Philadelphia with her partner, stepdaughter and dog.
