Evine Sets Up Outposts In LA, Big Apple

Lordy, Evine is expanding beyond the confines of frosty Minnesota, setting up studio and office space in Los Angeles and New York City.

The No. 3 home shopping network said Monday that it had leased a studio and business offices in the Wilshire-Beverly Hills area of LA, as well as a Manhattan office on 54th Street and Sixth Avenue.

Why? “To strengthen new businesses, brand partners, talent and industry awareness,” according to the press release.

In other words, celebs and other vendors don’t like hoofin’ it to the Midwest.

“Having a New York and Los Angeles presence changes the access and perception of the video commerce business,” said Tommy Hilfiger, the fashion designer and Evine investor and adviser, in a canned statement. “The world of online and video shopping has changed to the point where the consumer is shopping via social media, online and via video on all devices including TV, which is still 50 percent of the business. It is a very exciting time for the company.”

And listen here from Mark Locks, Evine executive vice president of product development.

“Los Angeles and New York both have a vibrant, made-in-the-USA business culture that gets stronger with each season,” he said. “The new office spaces will allow us to be more nimble and quickly leverage opportunities within the marketplace. It provides Celebrities who have brands and large social presences a location that is very easy to get to.”

In addition to the office spaces, Evine said it will debut a new studio in Los Angeles with programming beginning this summer.

“The digital retailer is well-known for bringing many parts of the world to life through remote broadcasts including the show, ‘Sweet Home Savannah’ shot within celebrity chef Paula Deen’s house located in Savannah, Georgia,” the press release said. “Most recently, Evine shot a four-day, live remote in Ireland to celebrate Waterford Crystal’s 11th anniversary, embarked on the Invicta and Friends cruise to the Bahamas and took its customers on a tour of the Waterford Crystal ball which drops on New Year’s Eve in New York City.”

As usual, CEO Bob Rosenblatt chimed in.

“Our strategic expansion into these opportunity-rich markets are part of our overall plan to drive innovation and differentiation within the business,” he said.

“We believe a more prominent footprint in these markets will bring major opportunities to our network with brands that are doing business in these cities and that having our studio in their backyard, will make it easier for them to appear on our shows,” said our bud, Evine Chief Marketing Officer Nicole Ostoya. “To support our brands, we are planning a talent search in the Los Angeles market that will kickoff June 13 through June 15.”

Advertisements

Tags: , ,

One Response to “Evine Sets Up Outposts In LA, Big Apple”

  1. Jerri Says:

    While I totally get vendors not wanting to go to chilly Minnesota to sell their wares, I can’t help but wonder if this expansion will fit in the sinking budget of the number 3 shopping channel. It seems like a huge expense. Why not just move Evine to either New York or Los Angeles, instead?

    In my opinion, they have been going downhill ever since they changed their name from “Shop NBC” to “Shop HQ”…and so on. The name changes reflected other changes that were mostly not for the better.

    Keep us updated, please, Linda. This should be interesting.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s


%d bloggers like this: