The e-retailer formerly known as ShopHQ says the exit of three senior managers and the appointment of three new executives is part of its effort to be more nimble and grow.

Changes continue at Evine Live Inc. with the exit of three executives and the addition of three. The TV shopping network and online retailer has eliminated the position of president, replaced its executive vice president and chief financial officer, and announced the departure of its senior vice present and general counsel.

The shift in leadership comes as the TV shopping network and online retailer, which was known as ShopHQ since mid-2013 until earlier this year and prior to that was ShopNBC for 12 years, rebrands and repositions itself, CEO Mark Bozek says. Parent company ValueVision Media Inc. changed its name to Evine Live Inc. in November, and the ShopHQ site became in mid-February. ShopHQ is No. 106 in the Internet Retailer 2014 Top 500 Guide.

“Our real advantage in redefining and rebranding ourselves is our access to 88 million homes. We didn’t come here to be a better third-place TV shopping company,” Bozek tells Internet Retailer. “We want to have great products and be interacting with consumers. That’s why we put ‘Live’ in the name.”

Evine Live named Tim Peterman as executive vice president and chief financial officer, replacing Bill McGrath. Bob Ayd is out as president, and Teresa Dery left as senior vice president and general counsel. Chief strategy officer Russell Nuce was appointed interim general counsel, and the company also hired Wade Gerten as vice president of digital, a new position, Bozek says. Added to the mix Wednesday was Penny Burnett as senior vice president and chief merchandising officer. She will start April 20.

Peterman comes to Evine Live with experience at online content and technology firm Synacor, the E.W. Scripps Co. and IAC/InterActiveCorp, according to Evine Live. Peterman also is the son of J. Peterman, of the J. Peterman Co., a retailer and catalog known for being parodied in the TV comedy “Seinfeld.” Tim Peterman remains chairman and a board adviser at the company his father founded.


“I worked with Peterman for about three months at IAC. He’s a smart guy and knows his stuff. He spent a lot of time with Scripps and has the chops for what we’re going to do next. If you’re nimble, you’re going to act that way, and we were a little top-heavy in terms of management. We didn’t need a CEO and president,” Bozek says.

Burnett was vice president of merchandising for Global Brands Group, which is a member of the Fung Group, for five years. She managed the merchandising strategy for new acquisitions and oversaw merchandising for the Kids’ and Young Men’s businesses, according to Evine Live. Prior to that, she was vice president of sales and Merchandising for Guggenheim Partners and held merchandising roles at Macy’s and Target Corp.

“We have aspirations to be much bigger than we are now. Eight months into this plan, we are repositioning ourselves and opening our doors and pipeline to people who make the stuff we sell,” Bozek says, and the executive changes are part of that strategy shift. “We don’t want to compete with the lowest price in town. A lot of websites are all about price. We can compete with proprietary goods that you can’t get anywhere else.”

Bozek says offering exclusive items creates a better relationship with consumers, whether they are watching Evine Live on TV, browsing the website or both. A segment featuring goods from the Fabulous Beekman Boys (Josh Kilmer-Purcell and Dr. Brent Ridge), who have a Cooking Channel show and a goat farm in New York, had to be cut short because products sold out, he says. He adds that Evine Live also sold out of “Deadliest Catch” crab legs from the Bering Sea (4 pounds for $169.85) that featured a tie-in to the popular Discovery Channel show.


“Value comes from ‘oh my god, where did you get that?’ Consumers still put value on that,” Bozek says. “Right now, 25% of what we sell is proprietary; a year from now we’d like that to be 50%. Also a year from now, we’d like revenue driven not directly as a draft off of our TV network. 95% of what we sell was what on TV in the last 24 hours, and we want to create revenue from things that are not on TV—digital events.

“We’ve tested some. If we have Todd English cookware, that’s a TV event available to stream online. Then we can do an invite-only to customers to join us for a live hangout on and offer those customers something special they would never see on TV. ”