Qurate Retail Picks Head Merchant for QVC U.S. Unit From Saks Off 5th

elated · ‎06-09-2010

Mara Sirhal has become chief merchandising officer for QVC U.S., which is the largest business unit of the Qurate Retail Group.

Sirhal has more than 20 years experience in merchandising, sourcing and product and brand at both department and specialty retailers, the company indicated in its announcement Monday. She will report to Mike Fitzharris, the president of QVC U.S., and succeeds Stacy Bowe who became president of HSN, another business unit of Qurate r

As chief merchandising officer, Sirhal will lead the merchandising strategy across all QVC product categories which are home, fashion, beauty, electronics and jewelry.

"She will energize the assortment in alignment with QVC's ‘Age of Possibility' campaign," which targets women 50 years of age and older and is QVC's core demographic and has 50 ambassadors including Billie Jean King, Patti LaBelle, Queen Latifah, Martha Stewart and other inspiring women telling their stories.

Sirhal will also oversee QVC's buying, planning and programming organization and QVC's design, development and global sourcing team involved in apparel, accessories, outerwear and home decor.

"Mara brings a unique blend of merchandising, brand and omnichannel leadership that will be critical as we continue to strengthen the QVC business through our Age of Possibility campaign," Fitzharris said in a statement. "As we execute on our strategic priorities and further differentiate QVC in the marketplace with our core demographic, we look forward to Mara's customer-centricity, brand-building acumen and transformational leadership."

Sirhal comes to Qurate Retail Group from Saks Off 5th where she held the position of chief merchant and brand officer, leading the merchandising, planning, brand marketing and creative functions. Prior to Saks Off 5th, Sirhal held leadership roles with Bed, Bath & Beyond and Macy's Inc., where she oversaw merchandising for a variety of categories, as well as business development and supplier diversity initiatives.

Qurate Retail is in turnaround mode. In the first quarter of this year, revenue decreased 4 percent, there was a net loss of $1 million but adjusted operating income before depreciation and amortization, or OIBDA, grew 25 percent.

When the first-quarter results were reported last May, David Rawlinson, Qurate Retail's president and chief executive officer, cited "continued momentum in our turnaround.…We are successfully delivering on our transformation initiatives to reduce costs and improve product margins while prioritizing enhanced merchandise, brand launches and celebrity partnerships which are hallmarks of the QVC and HSN brands," Rawlinson stated. "We are focused on achieving our stated objectives throughout 2024 and positioning the business for sustainable future growth."

The QVC set.© Provided by WWD

***edited to remove links

Kachina624 · ‎03-10-2010

You'd never know QVC had a high-ranking executive in charge of sourcing new and unique products. I wonder where they are?

New Mexico☀️Land Of Enchantment

Sooner · ‎03-10-2010

QVC is on the wrong track with age. Much more than age defines the American consumer these days. Work, income, geographic areas, lifestyle--these categories are not specifically age related.

I think QVC is too focused on hype and silliness's rather lifestyles and what people buy and use now. Old and young and middle aged people. . .

Think about how we cook, how people gather and entertain, appliances we use and foods that weren't popular 20 years ago. To me, real innovative cooking shows might be popular now.

Is there really a big market for Temp-tations, or bakeware available from Amazon or the manufacturer at better prices? I doubt it. So much of QVC seems sort of stuck in the last century.

Puppy Lips · ‎05-09-2010

@elated wrote:

Mara Sirhal has become chief merchandising officer for QVC U.S., which is the largest business unit of the Qurate Retail Group.

Sirhal has more than 20 years experience in merchandising, sourcing and product and brand at both department and specialty retailers, the company indicated in its announcement Monday. She will report to Mike Fitzharris, the president of QVC U.S., and succeeds Stacy Bowe who became president of HSN, another business unit of Qurate r

As chief merchandising officer, Sirhal will lead the merchandising strategy across all QVC product categories which are home, fashion, beauty, electronics and jewelry.

"She will energize the assortment in alignment with QVC's ‘Age of Possibility' campaign," which targets women 50 years of age and older and is QVC's core demographic and has 50 ambassadors including Billie Jean King, Patti LaBelle, Queen Latifah, Martha Stewart and other inspiring women telling their stories.

Sirhal will also oversee QVC's buying, planning and programming organization and QVC's design, development and global sourcing team involved in apparel, accessories, outerwear and home decor.

"Mara brings a unique blend of merchandising, brand and omnichannel leadership that will be critical as we continue to strengthen the QVC business through our Age of Possibility campaign," Fitzharris said in a statement. "As we execute on our strategic priorities and further differentiate QVC in the marketplace with our core demographic, we look forward to Mara's customer-centricity, brand-building acumen and transformational leadership."

Sirhal comes to Qurate Retail Group from Saks Off 5th where she held the position of chief merchant and brand officer, leading the merchandising, planning, brand marketing and creative functions. Prior to Saks Off 5th, Sirhal held leadership roles with Bed, Bath & Beyond and Macy's Inc., where she oversaw merchandising for a variety of categories, as well as business development and supplier diversity initiatives.

Qurate Retail is in turnaround mode. In the first quarter of this year, revenue decreased 4 percent, there was a net loss of $1 million but adjusted operating income before depreciation and amortization, or OIBDA, grew 25 percent.

When the first-quarter results were reported last May, David Rawlinson, Qurate Retail's president and chief executive officer, cited "continued momentum in our turnaround.…We are successfully delivering on our transformation initiatives to reduce costs and improve product margins while prioritizing enhanced merchandise, brand launches and celebrity partnerships which are hallmarks of the QVC and HSN brands," Rawlinson stated. "We are focused on achieving our stated objectives throughout 2024 and positioning the business for sustainable future growth."

The QVC set.© Provided by WWD

I always get a kick out of the word salad that CEO's put in their financial statements.

Always remember that you are absolutely unique. Just like everyone else. Margaret Mead

Sooner · ‎03-10-2010

Maybe I'm too negative, but to me Menopause Monday doesn't seem like a real step forward. . . And that's what they are putting forward.

THEY CallMe Mr Wilkes · ‎06-29-2016

Any insight as to what might change with this appointment....what might be different from what Stacy Bowe brought?

She's from the outside, not a promotion from within, which could be refreshing, but also sounds like she'll reinforce the 50+ campaign.

katie1859 · ‎06-25-2022

Retail is no longer about quality.

It's about consumer spending and how gullable they are to continue to believe the

daily narrative of "fashion" and trends. That your life MUST be filled with trends

to be a person who is "in".

These trends are from day to day and of course it is about AGE.

Age spends to be "in". If you look at any home, fashion, cosmetics lines and magazines and

shows, it's repetitive. It's all the same.

Sonic SAKS FIFTH AVENUE holds a title for anything, it's the power of the push of the narrative. Vanity Fair and down the line.

The Q cannot pull this off to save the ship. Maybe influence but not peddle because

The viewership or customers don't reflect the brand of high fashion. They don't.

The brands the Q houses is not the designer of Saks and others. They don't equate.

Never will.

THEY CallMe Mr Wilkes · ‎06-29-2016

But that's how retail has always been, so long as mass consumer retail has existed.

Retail has never focused solely on "quality", however one may define that.

ellaphant · ‎12-13-2010

@katie1859 wrote:
Retail is no longer about quality.
It's about consumer spending and how gullable they are to continuing believe the
daily narrative of "fashion" and trends. That your life MUST be filled with trends
to be a person who is "in".
These trends are from day to day and of course it is about AGE.
Age spends to be "in". If you look at any home, fashion, cosmetics lines and magazines and
shows, it's repetitive. It's all the same.
Sonic SAKS FIFTH AVENUE holds a title for anything, it's the power of the push of the narrative. Vanity Fair and down the line.
The Q cannot pull this off to save the ship. Maybe influence but not peddle because
The viewership or customers don't reflect the brand of high fashion. They don't.
The brands the Q houses is not the designer of Saks and others. They don't equate.
Never will.

Agree, QVC has never been about Fashion. The Q audience is more about comfort - orthotics and Denim & Co.. Lots of tunics and cover up clothing. Today's TSV denim jacket is a big, shapeless disaster. Doesn't look good on anyone. I don't know who would approve it. Still love certain IM items - just bought a beautiful sweater, but especially since the pandemic my Q clothing purchases have gone Wayyyyy down.

Household items, middle of the road.

Good luck to the new hire. Looks like the 50 + programming will be

continue! Menopause Monday????