Home-shopping marketer QVC has opened a retail store in the nation's largest indoor mall, the 4.2 million-square-foot Mall of America in Bloomington, MN, outside Minneapolis.
The opening of the store, dubbed QVC @ The Mall, debuted live on a QVC show Wednesday evening. QVC said the store promises to let consumers touch the merchandise they see and buy on the home-shopping channel.
QVC has equipped the concept store with television-studio capabilities and plans to telecast from the store. The store will be cross-marketed with QVC's online presence, iQVC.com.
The direct response network has a 10-year lease on the 2,500-square-foot store with Mall of America, which has named QVC its “official interactive commerce partner.” The partnership allows QVC to telecast from the store and other venues at the mall.
Earlier, QVC tested a temporary 500-square-foot version of the store at the mall with positive results. The finished version of the store was designed by design and architectural agency Glen & Co., New York.
West Chester, PA-based QVC announced its intentions to open the store in June.
