Qurate Retail Group Rebrands, Announces Shift in Focus

Qurate Retail Group, the parent company of QVC and HSN, among other brands, will rebrand as QVC Group as it shifts focus to social media and livestreaming. The company plans on changing its name in the first quarter of 2025 to strengthen the equity of its flagship brand. The move will also mark the transition from Project Athens, the company’s turnaround plan, into growth mode.

“Live social shopping is a natural evolution for us,” said Qurate Retail CEO David Rawlinson. “We have always been live on television, and our programming has always had this deep human and social component. Our customers are spending dramatically more time on social media, and that is increasingly where they're finding inspiration and shopping.”

Total Retail's Take: QVC Group is seeking to be at the forefront of the livestream shopping industry in the U.S., building upon its roots in television. Livestream shopping is a channel that has been wildly successful in China and other markets, and while adoption of it has been slow here in the U.S., there is data that suggests a significant market opportunity. According to Statista, 40 percent of U.S. consumers used livestream commerce to buy a product in 2023. And that number is likely to grow. Additional Statista data reveals livestream e-commerce sales in the U.S. reached $50 billion in 2023 and are projected to grow by 36 percent over the next three years. QVC Group has set its future course; the question is will it be able to reach its destination.