The TV shopping network and online retailer that has operated under the ShopHQ brand since mid-2013 has rebranded itself as Evine Live. For the 12 years before it became ShopHQ, the company did business as ShopNBC.

Parent company ValueVision Media Inc. has also rebranded itself as Evine Live Inc.

The company announced the brand and corporate transitions in November; the e-commerce site that was ShopHQ.com ported over to Evine.com during Valentine’s Day weekend. ShopHQ, with $297.19 million in 2013 web sales, is No. 106 in the Internet Retailer 2014 Top 500 Guide.

Sales grew 10.8% between 2012 and 2013 for the retailer, which is more than the percentage growth of one of its much-larger competitors, HSN Inc. HSN grew web sales 8.9% from 2012 to 2013, closing 2013 with more than $1.58 billion in web sales. HSN Inc. is No. 26 in the Top 500 Guide. Liberty Interactive Corp., which owns a minority interest in HSN Inc. and is the holding company that includes another TV-based e-retailer, QVC, is No. 6, with an Internet Retailer estimated $4.8 billion in 2013 web sales.

“We strongly believe definitive change and innovation are necessary to build on our recent momentum and drive the company to the next level,” CEO Mark Bozek said when announcing the transitions in November. Bozek joined the company as CEO last summer. Earlier in his career he was CEO of HSN Inc. and oversaw the launch of HSN.com as an e-commerce site in 1998.

Bozek describes Evine Live as a “true digital commerce company” and says the goal is to create “shopping-centric entertainment” online and on TV. “This is our first step in our goal of transforming the world of entertainment and retail, while driving greater engagement with our customers.” The Evine Live television channel is available in 87 million households, according to the company. The rebrand extends across its web, mobile app and TV properties.