The world of home shopping is about to get a lot more streamlined. Liberty Interactive, the company that owns home shopping television channel QVC, is set to acquire rival HSN in a deal estimated to be worth $2.1 billion. Prior to QVC acquiring HSN, Liberty owned a roughly 38% share of HSN, and this acquisition will give the company full ownership of its competitor.
According to Liberty’s president and CEO, Greg Maffei, the acquisition of HSN will “enhance QVC’s position as the leading global video e-commerce retailer. Every year, they together produce over 55,000 hours of shoppable video content and have strong positions on multiple linear channels and OTT [over-the-top, or delivery of content via the Internet] platforms.”
With the acquisition, Liberty hopes to reduce costs while enhancing “cross marketing” opportunities to better engage and reach consumers.
QVC Acquiring HSN: A Look at Home Shopping’s Celebrity Collaborations
One of the more popular ways QVC and HSN have reached customers is through celebrity collaborations. QVC and HSN have long been home to a number of celebrity brands, including one of the original—and most successful: Joan Rivers’ billion-dollar fashion and accessories lines. Rivers launched her QVC line in 1990, and over the course of two decades, sales topped one billion dollars. Items in the Joan Rivers Classics Collection are still available today through QVC.
In addition to Rivers, celebs from Kris Jenner to 50 Cent to Iman have taken to the airwaves to sell their wares and connect with fans.
In 2011, Jenner launched The Kris Jenner Kollection on QVC with a little help from daughter Kim.
Serena Williams’ has shared her fashion philosophy and Signature Statement collection with HSN for many years as well.
Following Rivers’ death in 2014, the team at QVC shared a touching tribute, highlighting her many appearances on the network.
With QVC acquiring HSN, the home shopping space seems poised to continue to be a good home for celebrities and their lifestyle brands.