Honestly, we’re not sure if we remember all of the monikers that the No. 3 home shopping network has had over the years. And we don’t like the latest one.
It started out of ValueVision. We think it next changed to ShopNBC, but we may have missed a name here.
Then it was rebranded as ShopHQ under Keith Stewart’s reign, and we actually that was a pretty good name.
But on Tuesday the new management at ShopHQ, led by Mark Bozek, announced that it was renaming the network yet again, immmediately, as Evine Live Inc., “marking an important next step in the Company’s long-term strategy to become a true digital commerce company.”
Effective Thursday, the company’s NASDAQ trading symbol will also change from VVTV to EVLV.
“EVINE Live will focus on all things digital,” the press release said. “The ‘Es’ that bookend the EVINE Live brand speak to the ease, exclusivity and energy of this new entertaining consumer experience. The inclusion of the word ‘Live’ is all about real-time impulses to act and interact on all digital platforms.”
You got that corporate speak?
“On the heels of a solid third quarter, we strongly believe definitive change and innovation are necessary to build on our recent momentum and drive the Company to the next level,” Bozek, CEO of EVINE Live, said in a canned statement.
“We believe that fully embracing this new transformation will enable EVINE Live to forge new paths and new relationships that allow us to be far more competitive, far more creative, and far more disruptive on all our platforms,” Bozek said. “EVINE Live has the opportunity to be fearless in our strategies to transform the worlds of retail and entertainment while, at the same time, driving greater customer engagement.”
The network said that it expects to transition from doing business as “ShopHQ” to “Evine Live” over the coming months, with the complete rebranding planned to take place in the first half of next year.
In the coming months, the channel intends to introduce new proprietary brands from the worlds of fashion, beauty, jewelry, home and fitness.
“This new approach should enable us to build a stronger foundation for long-term growth,” added Bozek.
The company also announced that Russell Nuce has joined as its Chief Strategy Officer, reporting to Bozek.
“Russell has been a longtime colleague whose experience in strategy, licensing, corporate law and entertainment will help provide the architecture for all that comes next,” Bozek said.
We haven’t listened to the analyst call yet about this news, and the network’s third-quarter results. More on that in another blog.