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Liberty Interactive To Rebrand As Qurate Retail Group

Liberty Interactive Corporation is renaming itself the Qurate Retail Group.

The company said it will begin using the new name once it completes the split-off of GCI Liberty following a previously announced acquisition of GCI Liberty, Inc., and will formally effect the name change at a later date.

The company also announced that Mike George, currently CEO of QVC, Inc., will become president and CEO of Qurate Retail Group. Greg Maffei, who currently holds that position, will become chairman.

Qurate Retail Group will comprise eight retail brands— QVC, HSN, Zulily, Ballard Designs, Frontgate, Garnet Hill, Grandin Road and Improvements— all dedicated to providing what the company termed a “third way to shop,” beyond transactional e-commerce or traditional brick-and-mortar stores.

“Qurate Retail Group will be a new venture in more ways than just a change of name,” said Maffei. “We will be a select group of like-minded businesses that provide customers with curated collections of unique products, made personal and relevant by the power of storytelling, combining the best of retail, media and social.”

Each of the eight businesses of Qurate Retail Group will maintain its distinct consumer brand, logo and shopping experience in the new organization. In December 2017, Liberty Interactive acquired full ownership of HSN, which included the Cornerstone Brands.

“Our new logo and name reflect our unmatched expertise in curation, which goes far beyond product,” said George. “We will be the unrivaled leaders in curating experiences, conversations, and communities for millions of highly discerning shoppers, bringing joy, inspiration and humanity to shopping. In addition, we will curate large audiences, across multiple platforms, for our thousands of brand vendors.”

George added, “We are creating a unique organization, with the scale to drive innovation in the retail space. With our highly innovative teams working together across brands, we will be able to offer an expanding array of engaging, content-rich shopping experiences, featuring world-class and entrepreneurial brands, supported with outstanding customer service.”

To accelerate innovation, Qurate Retail Group includes a new ventures team, focused on developing inventive retail concepts and looking beyond the organization’s current business for additional growth opportunities. This team is led by Darrell Cavens, the co-founder of Zulily.