Liquidation Channel Renamed Shop LC

Liquidation Channel — once The Jewelry Channel — has now relaunched as Shop LC, the network said Wednesday.

The name reminds us of Evine’s old handle, ShopNBC.

The Liquidation Channel — where veteran home shopping hosts Dan Dennis and Shawn Wilsie now toil — announced that its new moniker reflects its change in strategy over the past few years.

Shortly after The Jewelry Channel debuted in 2007, the United States entered the Great Recession, and sales declined, according to the network’s press release.

“Fully expecting to liquidate merchandise and cease operations, TJC changed its name to Liquidation Channel,” the release said. “However, instead of going out of business, the network experienced steady growth and has been operating as Liquidation Channel since 2008.”

Shop LC’s business model “has evolved into a more expansive shopping experience,” we are told.

“Beyond jewelry and gemstones, precious metals and collectibles, Shop LC features handbags and fashion accessories, healthcare and beauty essentials, the latest in cooking and kitchen supplies as well as luxurious, comfortable bedding and bath products for the whole family,” the release says.

“The rebrand to Shop LC is about evolution,” Shop LC President Kevin Lyons said in a statement. “The company is clearly here to stay, and Shop LC is a name that accurately reflects our current business model and wide-ranging merchandise offerings. We’re finding more ways to deliver joy.”

The network’s plans include growing non-jewelry sales, diversifying the merchandise mix and “claiming significant market share in the value-oriented retail industry.”

In addition to the name change, Shop LC is designing new broadcast studios, updating television and website graphics and expanding its corporate headquarters.

“Shop LC personifies low cost, and we’ve claimed that space within the digital television shopping industry,” Lyons said.

Here is the boilerplate on Shop LC:

Headquartered in Austin, Texas, Shop LC (formerly Liquidation Channel), is a wholly owned subsidiary of Vaibhav Global Ltd. (VGL), a vertically integrated company with global sourcing and manufacturing capabilities.

Shop LC is a value-conscious, interactive retailer focused on the fine jewelry, beauty, fashion, home decor and lifestyle product categories. Established in 2007, Shop LC reaches approximately 80 million U.S. households.


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6 Responses to “Liquidation Channel Renamed Shop LC”

  1. Trina Dade Says:

    I really wanted to watch the LC, but I could not stand the horrible background music and the constantly flipping prices. I did buy a couple of pieces, and was impressed with the quality. I will check out the revamp. Thanks for keeping us informed.

  2. Lovie Says:

    Keep an eye on Libby Floyd. She’s on the move again. She’s been removed from the Create and Craft host page and she shut the timeline down on her facebook page and she has herself listed as a “personality” on ShopLC.

    I understand that she was a “guest” on the Liquidation Channel a few weeks ago. I hope that she finds a place that she can all home at some point. Moving to a different city every year can’t be good for her or her spouse. In the past 4 years, she’s worked at JTV, Caldwell Banker, TVON, CreateandCraft and now ShopLC.

    I know what she’s going through. Not being about to find a place where I can really fit it. It’s horrible.

    I live in Texas, not far from ShopLC. It’s a great place to live. Libby likes warm weather. Let’s hope that things work out this time. Unless you’re into that, picking up and moving every year can’t be fun.

    • Annette Says:

      I wish Libby well. I liked her on Shop at Home and Shop NBC. She should have stayed there, it seems. It is VERY difficult in the current job market to find a fit.

      I cannot get Shop LC in my area, but wish I could. In addition to Shawn Wilsie and Dan Dennis, Michele Lau is on there. Seems like she started on there somewhat recently. She was on it as TJC for about 2 years, then went to JTV in 2008, and was fired in June 2015. I miss her on there. Hopefully she’ll add some personality to Shop LC; it could use some. And both she and Dan Dennis have been looking for a niche since their HSN days. Let’s hope Shop LC is successful.

  3. Doreen Says:

    Loose the crazy back round music. That’s so dumb! And Dan Dennis is about as entertaining to watch as a wet bear dipped in oil. His black shoe polish hair that looks like he just got outta bed, and bad teeth……over the top….I mean way over the top bad jokes, screaming…..gotta go.

    • Heidi Says:

      I’m so glad I’m not the only one that thinks Dan stinks. I complained about him and they blocked my email address so I can’t even write in if I have a problem shopping.

  4. Heidi Says:

    Shoplc is a joke. If you write in to complain about something, they block your email address.

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