Evine Live Inc. is expanding operations from Minneapolis to include Los Angeles and New York.
The third largest shopping channel in the U.S. plans to open office space in the Wilshire-Beverly Hills area that will also house a studio. The company has expanded its office space in New York, which is located in Manhattan on 54th Street and 6th Avenue.
Evine said the expansion will help “strengthen new businesses, brand partners, talent and industry awareness.”
Tommy Hilfiger, fashion designer and an investor-adviser to Evine, said, “Having a New York and Los Angeles presence changes the access and perception of the video commerce business.” Hilfiger added that this is a very exciting time for the company because the “world of online and video shopping has changed to the point where the consumer is shopping via social media, online and via video on all devices including TV, which is still 50 percent of the business.”
Bob Rosenblatt, chief executive officer of Evine, noted that bringing shopping and entertainment together is at the heart of the company.
“Our strategic expansion into these opportunity-rich markets is part of our overall plan to drive innovation and differentiation within the business,” the ceo said. Rosenblatt added that new technology enables the consumer to shop from video both on e-commerce and social media sites. According to Rosenblatt, companies are investing in online video marketing and shoppable video to capitalize on the growing channel. He cited Magisto, which said U.S. companies invested $135 billion on digital video in 2017.
Having a presence on both coasts, as well as a Los Angeles satellite studio, will allow the company to make it easier for local brands to appear on the Evine channel. The company has a history of hosting broadcasts from remote locations instead of relying solely on its broadcast center in Minneapolis. Paula Deen’s show has been broadcast from her home in Savannah, Ga., and the company has gone to Ireland for a live remote to celebrate Waterford Crystal’s 11th anniversary.
Mark Locks, Evine’s executive vice president of product development, said of the Los Angeles and New York City expansions: “These new office spaces will allow us to be more nimble and quickly leverage opportunities within the marketplace. It provides celebrities who have brands and large social presences a location that is very easy to get to.”
Evine expects to begin programming at its satellite studio this summer, and will begin a talent search for on-air hosts from June 13 to 15.
Evine was the subject of market rumors last week that it is being targeted for acquisition by Amazon. Both companies declined comment.