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.