QVC Group emerged Thursday from a short bankruptcy reorganization and announced it has brought in a new leadership team and plans to expand further into live social shopping to find new consumers.
The West Chester, Pa.–based business said it reduced its debt during the Chapter 11 process by more than $5 billion and has access to a new $600 million asset-based lending facility. It is now trading on the Nasdaq under the symbol QVCG.
The new leadership team includes former QVC head Mike George, who is returning as interim CEO and chair of its board of directors. George replaces QVC president and CEO David Rawlinson effective Thursday; Rawlinson had been in his position since 2021.
QVC coming out of bankruptcy is a significant reset for the company as it eliminated debt, giving itself some breathing room, says Alex Hennick, president and CEO of A.D. Hennick and Associates, a firm specializing in distressed asset recovery, liquidation strategy, and retail survival planning.
The real challenge is getting consumers excited about QVC in an increasingly digital and rapidly changing retail environment, he says.
“QVC still has tremendous brand recognition, loyal customers, and strong vendor relationships. Those are valuable assets, and I think the opportunity is to build on them while adapting to how consumers shop and discover products today,” Hennick says. “Inventory will also be crucial. QVC needs to be very disciplined about what it buys, how quickly it turns inventory and how it handles excess and aging product. The financial reset is a great first step, but now the new leadership has to turn it into sustainable growth.”
In a statement, George said he is ready to return to QVC during this “important moment in its journey.” He was head of QVC for more than 15 years and previously had leadership roles at Dell and McKinsey & Co. He currently sits on the boards of AutoZone and Ralph Lauren, and serves on the executive committee and on the board of the National Retail Federation.
“I am excited to work closely with the new board and current management team, and to reconnect with our team members, building upon the strong foundation that has been established,” George said. “Together, we will continue to create innovative shopping experiences for customers and evolve the business to capture value for all of our stakeholders as the board searches for a permanent CEO.”
QVC also announced the appointment of a new, eight-member board of directors. They include George; former TikTok Shop leader Nicolas Le Bourgeois; Mattel’s former global head of marketing and media Jason Lee Horowitz; David Charles Boone, CEO of The Michaels Companies; James A. Marcum, executive chair of David’s Bridal; Ann Mather, former chief financial officer of Pixar; Richard Andrew Mayfield, senior advisor at McKinsey; and Jonathan Seth Zinman, managing member of JZ Advisors LLC.
QVC sought protection on April 16 in U.S. Bankruptcy Court because it saw viewership and sales declining as people watched less linear television, switching their shopping to apps and social-media platforms including TikTok and Instagram. QVC saw traction when in April 2025 it debuted its first round-the-clock live social shopping experience on TikTok Shop. It earned recognition as a TikTok Shop Seller of the Year for 2025.
Legal experts predicted its bankruptcy would be shorter than the usual reorganization because the company had lender and vendor support. Retail and bankruptcy experts also applauded QVC for looking to social-media platforms and apps for Gen Z and other new shoppers.
QVC Group includes QVC, HSN, Ballard Designs, Frontgate, Garnet Hill, and Grandin Road. Fine and fashion jewelry had been one of the top sellers on the QVC platform; its best sellers are home and beauty.
(Photo courtesy QVC Group)
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