Posts Tagged ‘LCOR’

Uptown Girl Mindy Grossman Is Taking Space For HSN Executive Offices In A Madison Ave. Penthouse, New York Observer Reports

December 21, 2009

HSN CEO Mindy Grossman

We guess St. Petersburg, Fla., is not good enough for HSN CEO Mindy Grossman. She wants a penthouse in the Big Apple.

The home shopping network is taking space for executive offices in Manhattan, far away from HSN’s HQ in Florida, The New York Observer reported Monday.

HSN is renting at the luxurious, newly renovated tower at 545 Madison Ave., according to the paper.

Grossman’s company will be renting the whole 18th floor, glass-encased penthouse of the LCOR building, The Observer reported. It will provide digs for some HSN executive offices, a marketing center and some studio presentations.

The story quotes LCOR exec David Sigman, who says, “Home Shopping Network was looking for high-end, highly visible executive space that also had great light and views.”

If we were HSN shareholders, we’d be questioning why the network will be paying sky-high rents for space in Manhattan.

An HSN official contacted The Homeshoppingista to stress that HSN’s home office and corporate headquarters will remain in St. Petersburg.

But it looks like Grossman wants to stake a claim for HSN in Manhattan. She strikes us as an uptown girl, and that’s certainly the direction she is taking the No. 2 home shopping channel. Madison Avenue is what HSN is aspiring to.

Grossman’s strategy is to attract younger, hipper women to HSN. To do that, she has brought on a load of new Manhattan-based vendors, such as Stefani Greenfield and Badgley Mischka. Now, they won’t have to take a plane trip to Florida.

The blonde Grossman’s strategy that has meant that veteran HSN vendors such as Suzanne Somers parted ways with the Southern Channel. The blonde actress-author-entrepreneur is now on ShopNBC.

Of course, The Observer had to take some pot shots at HSN. Welcome to Manhattan pretensions.

“What better place to hawk tracksuits and sweater sets than a Madison Avenue penthouse?” The Observer wrote, calling “the Home Shopping Network…that seemingly inevitable destination of ex ‘Project Runway’-ers” and P. Diddy.

First of all, HSN changed its name years ago from Home Shopping Network. And second, it’s QVC that has the former ‘Project Runway’ winner, namely Chloe Dao.

It is true that Sean “Diddy” Combs is selling men’s fragrance on HSN, and it sold out on his first visit.

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