Qurate Retail, Inc. has named industry veteran Rosalia Bucaro as HSN’s new chief merchandising officer, filling a key leadership position left open earlier this year.

Bucaro, who brings 25 years of experience from Rue Gilt Groupe and Bloomingdale’s, will report directly to HSN president Stacy Bowe.

“Rosalia’s passion for our brand and deep expertise in delivering exceptional customer and product experiences will be essential to the continued success and growth of HSN,” Bowe said in a company news release.

HSN is part of Qurate Retail Group, which includes fellow home-shopping network QVC and Cornerstone Brands. Qurate ranks No. 18 in the Top 1000, Digital Commerce 360’s database of North American e-retailers by online sales. There, the company is categorized as a Mass Merchant. Digital Commerce 360 projects Qurate’s online sales in 2024 will reach $5.44 billion.

Qurate Retail Group web sales by year

Rosalia Bucaro, HSN’s new chief merchandising officer

Rosalia Bucaro, chief merchandising officer at HSN | Image credit: Qurate Retail Group

Bucaro’s extensive background includes leading key initiatives at Rue Gilt Groupe, an off-price ecommerce retailer, where she most recently served as executive vice president of merchandising.

During her 12-year tenure, Bucaro managed various fashion categories, including women’s, men’s, kids’, and European luxury, according to the news release. She also led initiatives in boutique production, brand management, programming, editorial, and marketplace operations. Additionally, she served as the key liaison between merchandising and technology.

Before joining Rue Gilt Groupe, Bucaro spent 13 years at Bloomingdale’s, where she held senior merchandising roles. Her most recent position, as noted on her LinkedIn, was operating vice president and divisional merchandising manager for contemporary women’s fashion.

At HSN, Bucaro will lead merchandising, planning, and business development across all product categories. Her priorities will include revitalizing the product assortment and forging partnerships with celebrities to boost customer engagement, according to Qurate.

Other leadership changes at Qurate

Bucaro’s appointment follows a series of leadership changes at Qurate Retail.

Bowe, who stepped into the role of HSN president in February, was formerly QVC U.S.’s chief merchandising officer. In July, Mara Sirhal, the former chief merchant at Saks Off 5th, assumed Bowe’s previous position at QVC U.S., the company’s largest division.

Other leadership moves include chief financial officer Bill Wafford, who took on the expanded role of chief administrative officer in April, and Scott Barnhart, who was named chief operating officer in 2022. Linda Aiello joined as chief people officer the same year, though she departed in May to become the chief people officer at DraftKings.

Challenges at Qurate following Zulily sale

The changes align with Qurate’s broader strategy to focus on its core brands and drive growth. In 2023, Qurate sold its ecommerce brand Zulily to private equity firm Regent for an undisclosed amount. Qurate originally acquired Zulily for $2.4 billion in 2015, but the brand has struggled in recent years.

In March, Beyond Inc., the parent company of Bed Bath & Beyond and Overstock, acquired Zulily’s intellectual property and brand assets for $4.5 million. The company softly relaunched the Zulily website in September.

Despite the changes, Qurate Retail continues to grapple with financial difficulties. In June, the company said it faced delisting from the Nasdaq due to a declining share price. To regain compliance, its closing bid price must reach at least $1 per share for 10 consecutive business days before a Dec. 9 deadline.

Qurate’s financial performance

For the second quarter ending June 30, 2024, Qurate Retail reported a 9% year-over-year revenue drop, down to $2.41 billion. In its QxH segment, which includes HSN and QVC U.S., revenue declined 4% to $1.56 billion.

On a positive note, QxH’s ecommerce revenue increased by 1% to $980 million, accounting for 62.9% of total revenue, up from 60.1% the previous year.

Among Qurate’s other brands, QVC International saw a 2% rise in ecommerce revenue, while Cornerstone Brands — which includes Ballard Designs, Frontgate, Garnet Hill and Grandin Road — reported a 14% decline.

During the post-earnings call, CEO David Rawlinson pointed to macroeconomic factors, including inflation and ongoing challenges in the home sector, which have shifted consumer focus toward essential purchases, impacting discretionary spending.

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