Qurate Retail Group, known for its portfolio of live social shopping brands including QVC and HSN, has officially rebranded to QVC Group as it leans into streaming and social commerce.

QVC Group’s other brands include Ballard Designs, Frontgate, Garnet Hill, and Grandin Road. In November, the Pennsylvania-based company announced plans to rebrand as part of a new growth strategy to focus more on engaging customers through social media and livestreaming. QVC Group’s current reach includes a presence via 15 television networks, reaching 200 million homes worldwide. It also runs QVC+ and HSN+ streaming, along with its presence on social media platforms Facebook, Instagram, TikTok, YouTube, and Pinterest.

“This rebranding is an important milestone in our nearly 50-year evolution as a collection of leading retail brands,” said President and CEO David Rawlinson II in a press release. “From the beginning, we’ve been the innovators in live video shopping — first on cable TV, then on e-commerce and mobile. Now, once again, we’re reimagining our company to grow in new places by leaning into streaming and social.”

As part of the rebrand, QVC Group announced several leadership changes at the end of January. Mike Fitzharris now serves as president of the QVC U.S. brand and COO of QVC Group. Stacy Bowe has been named president of the HSN brand and U.S. merchandising.

In November, when Qurate Retail Group announced the rebrand, it said the goal was to achieve $1.5 billion or more in revenue from streaming and social within the next three years.

“Through our new growth strategy, we will purposefully intensify our already successful efforts in social and streaming to reach fast-growing audiences,” Rawlinson said at the time. The strategy includes driving live shopping content to everywhere the customer spends her time; creating the world’s leading live social shopping content engine; and leaning into technology and continuous improvement to fund expansion into new platforms and audiences.

QVC Group is a corporate partner of Women in Retail Leadership Circle.