MacKenzie-Childs Blows Out Door At Evine

We’re always skeptical about these types of press releases.

On Friday Evine reported that its premiere of the the MacKenzie-Childs housewares line “beat sales forecasts by more than 200 percent and sold out of virtually all in-stock product.

“Evine and MacKenzie-Childs attribute the success to a number of factors, including unique product styling, collaborative cross-brand marketing, and engaging storytelling which brought the MacKenzie-Childs brand to life using Evine’s video commerce platforms,” according to the press release.

What it doesn’t tell you is exactly how many units were sold. If there were not that many in stock, they could easily all blow out the door.

“Evine has the most talented team in the video commerce business and the successful premiere of MacKenzie-Childs is evidence of that,” Evine CEO Bob Rosenblatt said in a canned statement.

“I’m so proud of what our teams accomplished. Beyond selecting the perfect products for the premiere, the level of internal and vendor collaboration surpassed our teams’ highest expectations. Watching the show from the set was exhilarating. We sold out item after item and were on the phone with MacKenzie-Childs’ warehouse working to get additional inventory so we could fill more orders. It may just have been the most exciting six hours of my time here at Evine so far!”

During the May 3 and 4 air dates debut of MacKenzie-Childs the brand’s creative director, Rebeca Proctor, presented the company’s handcrafted items.

In addition to new product, MacKenzie-Childs debuted on a custom set designed for the line.

Contributing to the debut’s success was the strong cross-brand marketing between Evine, MacKenzie-Childs and Beekman 1802 – one of Evine’s most successful bath and body lines whose Upstate New York farm is located near the MacKenzie-Childs design studio.

Last month, MacKenzie-Childs and Beekman 1802 joined neighborly forces and created a co-branded product, which was sold on Evine during the premiere. Leading up to the premiere, both brands engaged their fan bases on Facebook, Instagram and Twitter, even executing a Facebook Live show the evening before the launch.

Connecting with each brands’ customers via their own channels explains the significantly higher-than-average number of new customers Evine saw during the launch.

MacKenzie-Childs will return to Evine July 17 and 18 and feature many of the products that sold out in the premiere.

“The experience and results we had with Evine in presenting ‘MacKenzie-Childs Television’ exceeded my already lofty expectations,” MacKenzie-Childs CEO John Ling said in a statement.

“Being our first association with this platform, we were very reliant on the Evine team and their support and guidance was instrumental to our success. I am very proud of both teams for how they came together to so beautifully tell our wonderful story to a new generation of MacKenzie-Childs’ fans. We look forward to a long-lasting relationship with the Evine team and continuing to offer our customers a new way to shop our product.”

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One Response to “MacKenzie-Childs Blows Out Door At Evine”

  1. Lovie Says:

    I don’t think these shopping networks stock brand new items in large quantities. That would be stupid. I agree with your suspicions. Anything can “blow out the door” when you only have a few hundred in stock.

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