QVC Italy airs for first time

Retail Editor 8, October 1, 2010

West Chester, Pa. - At midnight today, multichannel retailer QVC launched its newest global market - QVC Italy.

The new channel is based in Milan and is airs live programming 24 hours a day, seven days a week, to more than 18 million Italian homes, growing QVC Inc.'s total customer reach to approximately 200 million homes worldwide.

"QVC's track record of success in the U.S., United Kingdom, Germany and Japan proves that our business model can cross borders, and gives us confidence that Italy is the ideal choice as our next market," says Mike George, QVC president and ceo. "We're excited to introduce Italian consumers to a whole new way to shop."

QVC Italy will feature presentations of the latest products from a bevy of brands in fashion, beauty, jewelry, electronics and home - the latter of which will include Dell, Panasonic, Krups, Pioneer, Moulinex, Dyson, KitchenAid, Bialetti, Severin, Jura, Lavazza, Saeco and Moneta.

QVC Italy's Milan headquarters was designed "from the ground up," the company said, combining under one roof its administrative offices, a full high-definition broadcast studio, and a call center. Customer orders are being fulfilled out of QVC's state-of-the-art distribution facility in Huckelhoven, Germany.

The channel is available on all primary distribution platforms: digital terrestrial television (DTT) and on satellite via Sky Italia SpA and TiVu Sat. All on-air and customer service operations are conducted in the local language.

"Italian may be a new language for QVC," added George, "but shopping is the international language."


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