QVC has signed a deal with beauty retailer Space NK to sell select items from its high-end boutiques. Space NK founder, president and creative director Nicky Kinnaird will host the launch on Friday, Oct. 21, appearing for two one-hour shows, 1 a.m. and 9 p.m. EST, that will highlight some of its bestsellers. Products to be offered include items by Eve Lom, By Terry and Serge Normant.
This story first appeared in the September 19, 2011 issue of WWD. Subscribe Today.
The deal marks the first time QVC has partnered with a cosmetics retailer to showcase an assortment of brands.
Claudia Lucas, director of beauty for QVC, said the deal, which has been in the works for the last year, brings instant credibility to the products it will be selling by featuring Kinnaird as “she is very close to the market, very credible and she has hand-selected all of the items to be sold herself.” QVC currently offers 60 beauty brands.
Kinnaird said the deal gives her the ability to reach a much broader audience in the U.S., where she operates 21 doors, six of which are freestanding and 15 are store-in-stores in Bloomingdale’s. There are 60 Space NK’s in the U.K.