Qurate Retail Group plans to start 2025 under the name “QVC Group,” a decision that will seek to capitalize on its recognizable television network and website.

The rebranding announcement on Nov. 15 came alongside Qurate’s declaration that it would be built on its TV legacy and “expand into a live social shopping company.”

“QVC is a globally well known, highly regarded brand with goodwill and trust built over decades,” said David Rawlinson II, president and CEO of Qurate Retail, Inc. “It immediately conveys what makes this company so special; and it gives us a terrific foundation to build around as we target growth in the future.”

Qurate owns QVC, as well as the home-shopping network HSN and others. Qurate ranks No. 18 in Digital Commerce 360’s Top 1000 Database of the largest North American e-retailers by online sales. Digital Commerce 360 projects Qurate web sales to reach $5.44 billion in 2024.

Qurate web sales by year

Qurate Retail Group’s rebrand to QVC Group

In detailing its strategic shift, Qurate stated its new goal will be to generate more than $1.5 billion in “run-rate revenue from streaming and social within three years, while maintaining stable, double-digit adjusted OIBDA [operating income before depreciation and amortization] margin.”

That growth plan was presented on Nov. 14 at Qurate Retail’s annual Investor Meeting in New York.

“Through our new Growth Strategy, we will purposefully intensify our already successful efforts in social and streaming to reach fast-growing audiences,” Rawlinson said. “Our winning edge lies in our differentiated live content production, fit-for-purpose retail model, and holistic content distribution.”

QVC Group’s new priorities

Qurate detailed the new business priorities for QVC Group as follows:

• Wherever She Shops: Drive live shopping content to everywhere she spends her time
• Inspiring People and Products: Create the world’s leading live social shopping content engine, inspiring human connection with incredible finds
• New Ways of Working: Lean into technology and continuous improvement to fund expansion onto new platforms and into new audiences

As it enters 2025, the rebranded company will work to build off its existing investments, such as its recent deal with USA Pickleball, as well as its multiyear Project Athens initiative and presence on TikTok Shop.

“Strengthened by Athens, and inspired by shopper behaviors, we are expanding our core for the next era of growth,” Rawlinson stated. “Live social shopping is a natural evolution for us. We have always been live on television, and our programming has always had this deep human and social component.”

In addition, Rawlinson spoke to the opportunities Qurate sees in social shopping. Those include reaching shoppers on TikTok, where QVC has more than 455,000 followers.

“We saw significant follower growth from QVC’s Age of Possibility campaign and our launch on TikTok Shop,” Rawlinson said. “We know we have large opportunities on social.”

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