Dive Brief:
- To honor its 40th anniversary, QVC is hosting a TikTok Shop Super Brand Day event in New York City on June 17, the company said in a May 28 press release.
- The retailer has tapped celebrities, content creators and brands to participate in the eight-hour livestream shopping event to promote exclusive deals alongside the network’s hosts. Additionally, through June 30, the retailer will have limited-time anniversary offers on products from brands like KitchenAid, Bissell, Skechers, Vince Camuto and Dyson, according to the release.
- Other anniversary highlights include the launch of the podcast “Cart Blanche,” the release of a documentary about QVC and an anniversary party at QVC headquarters on June 13.
Dive Insight:
QVC is reflecting on its history and preparing itself for the future as its parent company goes through bankruptcy.
In April, QVC Group filed for Chapter 11 bankruptcy, detailing plans to restructure its business and complete the proceedings within 90 days. The plan reduces the company’s principal debt to $1.3 billion, down from $6.6 billion.
In court documents, the company detailed the work it has to do to adapt to changes in consumer behavior, as attention has been pulled from televised live shopping. QVC launched its first 24/7 livestream on TikTok Shop a year ago and acquired over 1 million new customers on the platform. The company also hosted its first Super Brand Day in 2025.
Now, QVC has over 95,000 products on TikTok Shop across categories. It also has a dedicated team operating from five new studios and produces over 220 live hours per week across QVC’s five TikTok Live channels, per the company.
“The future of shopping is live, social and personal, and QVC is ready to lead the way,” Krystyna Taheri, senior vice president of social commerce at QVC, said in a statement. “Our TikTok Shop Super Brand Day is proof of that — bringing together the storytelling and trust we've built over four decades with the next generation of live shopping. We're not just celebrating our past; we're moving forward and shaping where shopping is headed.”
TikTok Shop is driving overall social commerce growth. Sales on the platform are predicted to surpass $20 billion this year and $30 billion in 2028, according to an Emarketer report released in December.
