Multimedia retailer QVC Inc. began live television broadcasts to18 million homes in Italy Friday from its new studios in Milan.
It’s QVC fifth country to received broadcasts from the West Chester, Pa.-based company—the others being the U.S., United Kingdom, Germany and Japan. QVC estimates that it now reaches 200 million homes worldwide.
QVC Italy will feature presentations of products from well-known brands in fashion, beauty, jewelry, electronics and home. They include L'Occitane, Honora, Kathy Van Zeeland and Panasonic.
The first product QVC Italy offered at its initial midnight broadcast was the Bare Escentuals Intro to Bare Beauty Six-Piece Makeup Kit for a one-day special price of 38 euros ($51).
The new Milan headquarters includes administrative offices, an HD broadcast studio and a call center. Customer orders will be fulfilled by a distribution facility in Huckelhoven, Germany. QVC says its Italian operation reaches more than 18 million households. It will broadcast 24 hours a day with 17 hours of live programming. The channel is available on primary distribution platforms: digital terrestrial television and on satellite via Sky Italia SpA and TiVu Sat.
QVC Italy's management team blends seasoned veterans from some of QVC's other markets, along with local talent. As with QVC's other international operations, all on-air and customer service operations are conducted in the local language.