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IndieShop will offer independently produced fashions direct from designers.
TV and web retailers QVC and HSN Inc. are about to get some new competition in the form of IndieShop, which will debut June 14.
IndieShop and IndieShop.com will offer independently produced, handmade fashions and gifts directly from designers, with an emphasis on limited-run creations, including handbags, scarves, jewelry, home décor, pet accessories and other specialty goods. The retailer is targeting female consumers.
The TV network will debut in more than 40 million households, the retailer says. It has signed contracts with numerous cable television companies, including Comcast, Time Warner, RCN and Cox.
Programming will include what the merchant describes as “shopping TV meets reality TV.” Hosts will lead conversations with designers both in-studio and on location in the designers’ work settings. IndieShop will also present behind-the-scenes lifestyle programming about the designers, the hosts and related general interest stories about being an entrepreneur, travel, fair trade and more.
IndieShop was founded by Melissa Perrucci, a former Time Warner media sales executive, who came up with the idea last year while travelling with her husband in China, Vietnam and Bali where she became inspired by the variety of handmade fashions, artworks, gifts and other goods created by area craftsmen.