QVC Group, in another key move in its turnaround efforts, has appointed media executive Alex Wellen president and chief growth officer, effective immediately.
The position is a new one, according to a QVC representative.
“Wellen brings over 20 years of experience in digital media, product innovation and driving impactful growth strategies,” QVC said Tuesday.
“Wellen will define and lead QVC Group’s growth strategy across U.S. social selling, streaming, digital (qvc.com and hsn.com), new business development, and platform distribution,” the company indicated. “He will oversee a growing, multifunctional team, introduce new capabilities into the organization, and develop and execute plans to drive success and growth at QVC Group.”
QVC Group has recently undergone significant changes including consolidations. Most recently, the company changed its name from Qurate Retail Inc., which was an odd amalgamation of the QVC name and the word “curate,” to QVC Group. President and chief executive officer David Rawlinson II called the maneuver a “rebranding” and an “important milestone in our nearly 50-year evolution as a collection of leading retail brands.” The group includes QVC, HSN, Ballard Designs, Frontgate, Garnet Hill and Grandin Road.
Last month the company revealed the closing of HSN’s campus in St. Petersburg, Fla., to centralize operations with QVC’s Studio Park in West Chester, Pa. In a statement, a spokesperson told WWD, “This reorganization is the next step in executing our plan and realizing our expansion into live social shopping.” The downsizing includes role eliminations, as well as relocations and shifts to virtual working in certain circumstances.
QVC reported an operating loss of $809 million and a revenue decline of 6 percent last year.
Regarding the hiring of Wellen, Rawlinson said in a statement, “Alex is a pivotal hire in our strategy to return to top-line growth by becoming a live social shopping company. Alex brings an impressive blend of media and digital product expertise to our top leadership team. He has a proven ability to innovate and drive growth through live experiences on social, digital, TV and many other platforms. His unique skillset will be instrumental as we continue to execute our growth strategy, build new capabilities, and compete to win.”
Wellen, who will report to Rawlinson, most recently served as CEO and president of MotorTrend Group, a media company for automotive enthusiasts. MotorTrend Group was formerly a Warner Bros. company prior to its sale to Hearst in 2024. Wellen has also held strategic senior leadership roles at Turner Broadcasting and CNN Worldwide.
“QVC and HSN are the original disruptors,” Wellen said in his statement. “They pioneered storytelling through live shopping, and are poised to transform the experience again across social and digital, connecting consumers whenever and wherever they shop. With beloved hosts who are trusted by hundreds of millions of fans worldwide, it’s a privilege to join this iconic brand and world-class team at such a pivotal moment in the convergence of retail and media.”
