Carol's Daughter and HSN are building a profitable partnership. In its initial outing on the channel earlier this month, Carol's Daughter "substantially outperformed our initial estimations," said Mindy Grossman, chief executive officer of IAC Retailing, HSN's parent company. While she wouldn't discuss specific sales figures, industry sources estimated the indie brand, founded by Lisa Price in her Brooklyn kitchen in 1994, is on track to do as much as $5 million in its first year on HSN.

"From the second Lisa went on the air, we had a significant call volume," said Grossman. (One surprise call-in guest added a little star power: Mary J. Blige, a longtime fan of the brand.) "We put several products on two days before the first show, and they sold out in less than a day. We then significantly increased the amounts of products available on both the Web site and the TV appearances. We'd planned to do four shows, but we had to cancel the last one because we ran out of products. The exciting thing for me was seeing the passion of the callers and how connected they are with Lisa. She has a way about her that is so authentic."

To Read the Full Article

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus