Pure Beauty

QVC prioritises female and minority-owned brands in partnership push

By Becky Bargh | Published: 17-Feb-2021

More than 90 fledgling beauty, apparel and accessories brands are expected to join the omnichannel retailer’s portfolio in 2021

Omnichannel retailer QVC is prioritising female and minority-owned brands in a flurry of new brand partnerships.

Found through its Big Find recruitment drive, more than 90 fledgling brands across beauty, apparel, accessories and home will join the vendor’s US portfolio throughout 2021 as on-air selling proves a valuable point of sale for brands.

Some 23 brands are expected to find their way onto the channel by the end of March, including beauty brands Pili Ani and 54 Thrones (pictured).

“Each of these entrepreneurs have moved us with their remarkable personal stories and innovative products,” said QVC US’ Chief Commerce Officer.

“We’re excited to give these emerging businesses a national stage to share their stories across multiple platforms and our team members are honoured at the opportunity to provide mentorship and guidance in support of their growth.

“As The Big Find has shown once again, the entrepreneurial spirit is alive and well in the US, and around the world, and we know that our customers will be inspired by these new brands.”

But up-and-coming brands are not just seeing the merit in omnichannel selling.

In September last year, beauty heavyweight Estée Lauder signed a retail deal with QVC’s UK business, and also became the exclusive seller of its best-selling Advanced Night Repair Synchronized Multi-Recovery Complex in a limited edition 20ml vial.

Find out more about QVC’s buying strategy from its Director of Merchandising for Beauty below.

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