QVC, HSN parent rebrands as Qurate

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QVC, HSN parent rebrands as Qurate

By Gina Acosta - 03/02/2018
Qurate Retail Group will comprise eight retail brands: QVC, HSN, zulily, Ballard Designs, Frontgate, Garnet Hill, Grandin Road and Improvements.

QVC and HSN parent company Liberty Interactive has renamed itself Qurate Retail Group and appointed a new CEO.

Mike George, currently CEO of QVC, Inc., will become President and CEO of Qurate Retail Group. Greg Maffei, who currently holds that position, will become Chairman.

Qurate Retail Group will comprise eight retail brands — QVC, HSN, zulily, Ballard Designs, Frontgate, Garnet Hill, Grandin Road and Improvements — all dedicated to providing a "third way to shop," beyond transactional e-commerce or traditional brick-and-mortar stores.

Last year Liberty Interactive Corp. bought 62% of HSN in an all-stock arrangement valued at $2.1 billion. 

“Qurate Retail Group will be a new venture in more ways than just a change of name,” said Maffei. “We will be a select group of like-minded businesses that provide customers with curated collections of unique products, made personal and relevant by the power of storytelling, combining the best of retail, media and social.”

As part of this rebrand, Qurate Retail Group will launch a new logo.

“Our new logo and name reflect our unmatched expertise in curation, which goes far beyond product,” said Mike George. “We will be the unrivaled leaders in curating experiences, conversations, and communities for millions of highly discerning shoppers — bringing joy, inspiration and humanity to shopping.  In addition, we will curate large audiences, across multiple platforms, for our thousands of brand vendors. These strengths, which are all thanks to our team members, set Qurate Retail Group apart from other retailers.”

The company says the rebrand will be the culmination of a multi-year evolution for QVC Group. Each of the eight businesses of Qurate Retail Group will maintain its distinct consumer brand, logo and shopping experience in the new organization.  

As Qurate Retail Group, the combined organization will serve 23 million customers worldwide and will have 27,000 team members in the US, the UK, Germany, Japan, Italy, France, Poland and China. In 2017, Qurate Retail Group generated pro-forma revenue of $14 billion.

“We are creating a unique organization, with the scale to drive extraordinary innovation in the retail space,” George said.  “With our highly innovative teams working together across brands, we will be able to offer an expanding array of engaging, content-rich shopping experiences, featuring world-class and entrepreneurial brands, supported with outstanding customer service.”

To accelerate innovation, Qurate Retail Group includes a New Ventures team, focused on developing inventive retail concepts and looking beyond the organization’s current business for additional growth opportunities. This team is led by Darrell Cavens, the co-founder of zulily.