Bloomingdale's former merchandising executive appointed as HSN's chief merchandising officer
Qurate Retail Group Faces Financial Challenges and Shifts Focus
Qurate Retail Group, the parent company of HSN, is currently grappling with significant financial challenges. In the second quarter of 2025, the company reported a 9% decline in total revenue, with specific segments such as QXH, QVC International, and Cornerstone experiencing drops of 11%, 3%, and 8% respectively. This decline was accompanied by a 19% drop in consolidated adjusted OIBDA and deepening losses, amounting to $1.27 billion [1][3][4].
The financial pressures faced by Qurate have been attributed to a shrinking audience for its core TV channels, changes in consumer behavior, and external factors like elections and natural disasters affecting spending. As a result, the company has announced a strategic shift towards live social commerce to adapt to changing market trends, and has implemented measures to improve gross margins, reduce costs, and grow new revenue streams such as social and streaming commerce [1][3][4].
In an effort to revitalize its product assortment and broker celebrity partnerships, Stacy Bowe was appointed as the President of HSN in February 2023. Rosalia Bucaro, who has joined HSN as the Chief Merchandising Officer, is expected to play a crucial role in this endeavour. Although the specific initiatives of Bucaro are not detailed in the search results, her position as CMO typically involves revitalizing merchandising strategies, product selection, and customer engagement to reverse revenue declines. Given Qurate's focus on transitioning into live social shopping and investing in fast-moving categories like seasonal décor and home goods, Bucaro's role likely involves driving innovation in product assortments and merchandising tactics tailored to omnichannel live commerce [1][3][4].
Other notable appointments within Qurate include Scott Barnhart as chief operating officer and Linda Aiello as chief people officer. Qurate also sold off its Zulily e-commerce brand in 2023, allowing the company to focus on its core brands of QVC and HSN. Mara Sirhal succeeded Bowe as chief merchandising officer for QVC U.S. in July 2023 [1][3][4].
Bill Wafford has expanded his role as chief administrative officer, tasked with supporting the company's turnaround and growth. Within its QxH segment, which includes HSN and QVC U.S., revenue fell 4% to $1.6 billion. Stacy Bowe remains the President of HSN [1][3][4].
Despite these challenges, Qurate Retail Group continues to strive for success in the competitive retail and media environment. The company's outlook relies on the success of this pivot to live, streamed, and social commerce formats. Qurate Retail Group faces delisting from the Nasdaq Global Select Market stock exchange by December 9 [1][3][4].
References: [1] GlobeNewswire [2] The Wall Street Journal [3] Bloomberg [4] CNBC
- In the face of financial challenges, Qurate Retail Group is revamping its leadership roles, with Stacy Bowe as the President of HSN, Rosalia Bucaro as the Chief Merchandising Officer, and Scott Barnhart as the chief operating officer, each spearheading changes in business strategies to shift focus towards live social commerce.
- Aiming to drive innovation in product assortments and merchandising tactics for its omnichannel live commerce format, Rosalia Bucaro—appointed as the Chief Merchandising Officer—is expected to play a crucial role in Qurate Retail Group's efforts to reverse revenue declines and succeed in the competitive finance and business landscape.
- Qurate Retail Group, facing financial struggles and delisting from the Nasdaq Global Select Market stock exchange, is strategically redirecting its focus on business careers, investing in fast-moving categories, and bolstering leadership roles to navigate the competitive retail and media market, shifting towards live, streamed, and social commerce formats.
