Qurate Retail Group has most of the non-store bases covered with its video shopping, online and catalog retail points handled by QVC, HSN, zulily, Ballard Designs, Frontgate, Garnet Hill, Grandin Road and Improvements.
The group boasts 24,000 brands, ships 336 million packages a year and lays claim to being No. 1 in video commerce with “more live content than any other major network.” The company, formerly known as Liberty Interactive, adopted the Qurate name after selling off non-retail business and completing the $2.1 billion takeover of HSN (formerly the Home Shopping Network) late last year.
In joining forces with former rival HSN, QVC has celebrity hosts who can now cross over to new viewers, including Nicki Minaj, Serena Williams, Martha Stewart and Ellen DeGeneres. Qurate has an entire channel, Beauty iQ, devoted to beauty and skin care: Among the brands available are Le Métiere de Beauté, Phace Bioactive, IT Cosmetics and Lano.
Qurate CEO Michael George has an anecdote he uses to detail what competing head-to-head with Amazon is like. Early in 2016, Amazon launched Style Code Live, an online show promoting fashion and beauty products available for purchase, with a show format modeled on QVC’s offerings. “They tried to copy everything about our shows,” George says. Replicating a formula involving show hosts speaking extemporaneously about merchandise and demonstrating products for an audience of primarily older women via live broadcasts was too much for Amazon: Style Code Live was canceled little more than a year after launch.