Evine’s target customers are women 35 and over.

The e-commerce site will offer exclusive items on an engaging platform that features interactive elements such as live-selling segments and video content.

NEW YORK — Mark Bozek and Russell Nuce will today launch an e-commerce platform enhanced with interactive elements such as live-selling segments and video content called Evine.com, which will sell merchandise that’s exclusive to the site.

This story first appeared in the May 8, 2012 issue of WWD. Subscribe Today.

The aim of the site is to create a shopping platform featuring value-driven merchandise in fashion, beauty, accessories, fitness, food and home for women 35 years and older. The site features free membership.

Bozek was previously chief executive officer of HSN, and before that was senior vice president of Q2, QVC’s upscale shopping channel. He has also worked at Fox Television. He and Nuce also started Galgos Entertainment, their own production company. Nuce had previously been general counsel for Kids Headquarters and Covington Industries.

Evine’s model is built on the premise of “Shop, Share and Laugh.” The site will offer exclusive items on an engaging platform, including live-selling segments where members can share with like-minded friends and enjoy shopping-centric entertainment created by Evine and its members. Evine will offer entertainment content, including games, which encourages members to visit more often when they’re in the mood to shop. Among some of the exclusive brands on the site are fashion accessories by Colette Malouf; Alex Woo; Shansen Jewelry; Roberta Chiarella, and John Wind Maximal Art. It will also feature Tammy Ha skin care and Eric Buterbaugh fragrance.

For Eric Buterbaugh fragrances, for example, Evine.com will develop a Web series of “how to” videos featuring Buterbaugh, who opened Eric Buterbaugh Design Inc. at the Four Seasons Hotel in Los Angeles. Among the topics are floral arrangement tips and fragrance ideas. Evine will also feature a “making of” series which will trace the development of Buterbaugh’s fragrances from flower to bottle. Buterbaugh will also develop additional fragrances and floral-inspired products exclusively for Evine.com.

“There’s a way to create a profitable e-commerce company where the notion of a fun interactive customer experience is more than a flash sale or a video blog on how to apply eye shadow,” said Bozek. “Creating new brands with personalities — some famous, some not — is what Evine is all about. Bringing them to life and engaging customers in real time is key to our goal to make shopping online really fun and truly interactive.”

Having worked at both HSN and QVC, Bozek said he has good idea of what this customer likes. “I know without question that today’s customers are spending an ever-increasing amount of time online as compared to watching TV,” he said. The partners believe that by creating the right product mix, they can attract a large and scalable customer base without having to pay to acquire customers.

In addition to Bozek and Nuce, Evine’s start-up team includes former QVC merchant and current president of the Accessories Council Karen Giberson and former QVC host Kathy Levine. Initial investors include Thom Beers of Original Productions, Leane Brenes of Brenes Co., Kim Caccavo of Steelpoint Capital, Jim McCann of 1-800-Flowers, Greg Renker of Guthy-Renker, Joan Solotar of the Blackstone Group and Fred Siegel of Fred Siegel Partners.

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