Dive Brief:
- Qurate Retail Group on Monday announced Rosalia Bucaro has joined HSN as chief merchandising officer, reporting directly to HSN President Stacy Bowe, per a news release. Bucaro succeeds Rob Robillard, who left the company earlier this year.
- Bucaro joins HSN from Rue Gilt Groupe, where she most recently served as executive vice president of merchandising. In addition to her nearly 12 years at Rue Gilt Groupe, Bucaro spent over 13 years at Bloomingdale’s in various positions, according to her LinkedIn profile.
- In her new role, Bucaro will help to revitalize product assortment and broker celebrity partnerships, among other things, per the release.
Dive Insight:
Bucaro joins HSN as parent company Qurate Retail faces financial challenges.
In its most recent quarter, Qurate Retail — which includes HSN, QVC, Ballard Designs, Frontgate and more — reported a 9% year-over-year decline in revenue for Q2, reaching $2.4 billion. Within its QxH segment, which includes HSN and QVC U.S., revenue fell 4% to $1.6 billion.
Qurate in June said it faces delisting from the Nasdaq Global Select Market stock exchange, and that it has until Dec. 9 to regain compliance.
The company’s executive leadership change has also seen a number of changes in recent years. CFO Bill Wafford was given an expanded role as chief administrative officer, tasked with leading the charge to support the company’s turnaround and growth.
Bowe became president of HSN in February of this year after serving as chief merchandising officer of QVC U.S. Mara Sirhal, who previously was chief merchant at Saks Off 5th, in July succeeded Bowe as chief merchandising officer for QVC U.S. Other executive changes at Qurate have included adding Scott Barnhart as chief operating officer and Linda Aiello as chief people officer.
In 2023, the Qurate sold off its Zulily e-commerce brand — which later went out of business and eventually sold to Bed Bath & Beyond’s parent company — to continue focusing on its core brands of QVC and HSN. At the time, president and CEO David Rawlinson said: “We are in the midst of a turnaround at Qurate Retail. This divestiture will allow our management team to better focus on our core video commerce assets, QVC and HSN, and the Cornerstone Brands, while preserving liquidity to further strengthen our balance sheet.”
