Qurate Retail: The Perfect Candidate for a Leveraged Turnaround?
Qurate Retail
Prelude
This is the year 2019. And shopping has never been easier. Browse for a product on Amazon, and tens of thousands of options show up; with just one click, your chosen product will be by your doorstep in 1 to 2 days. Shopping online offers the broadest range of products and the convenience to receive your purchased item without even leaving your room. And while Amazon has close to half of the US e-commerce market, most retailers now have an online offering.
Of course, if you insist on your desire to get the product in your hands immediately, the option to purchase the item at physical stores is still very much in place. Or you might look for a social gathering, in which you spend time with family and friends in shopping malls, picking a few things up along the way. Even though the world is inevitably moving more and more toward e-commerce, the majority of retail spending is still conducted at physical stores.
To most people, the retail landscape seems to be divided between the above two options. That is unless you belong to a small group of mostly female baby boomers. They are typically home-owners, married, college educated, aged 35 to 64, and shopping for themselves. They shop without leaving their home. Yet, they shop “with their friends” as well. They do so by devouring live TV shows that are hosted by “lifestyle influencers” whom they have grown to be “close to”. Almost every day, the hosts, through a dialogue among themselves, will introduce and recommend quality items that are being sold at a discount. As a viewer, if these female baby boomers are interested in the product being discussed, they can place their orders through a call, using the TV remote control, or via the retailer’s website. They may not have an item to purchase in mind at the beginning. But after watching the demonstration and receiving recommendation from the TV hosts, many of them would make the decision to give the item a try.
The above, in essence, describes the business of QVC and HSN, the two TV shopping businesses that serve as the core of Qurate Retail.
Business Overview
Corporate History
Qurate Retail was formerly Liberty Interactive. Being a Malone company, Liberty Interactive has a convoluted corporate history. What matter to our understanding of the current Qurate are the following:
- QVC came under the control of the predecessor of Qurate Retail in 2003.
- In 2008, HSN was spun off from IAC/InteractiveCorp, and Liberty Interactive established a stake in HSN. Liberty Interactive completely acquired the remaining 62% of HSN that it didn’t already own in July 2017 for USD 2.1 billion. Included in the HSN deal is a group of catalog businesses in the home and apparel space, collectively referred to as Cornerstone group.
- In August 2015, Liberty Interactive paid USD 2.4 billion for zuilily, an online flash retailer.
- Finally, during the reorganization in March 2018, QVC Group received assets, including stakes