QVC UK’s parent company files for Chapter 11 as it steps up live social shopping strategy
Home shopping network QVC Group, which is the parent company of QVC UK, has filed for Chapter 11 bankruptcy protection in the US as part of a broader restructuring plan as it accelerates its strategy to become a leader in live social shopping.
As part of the Chapter 11 restructuring QVC Group, which owns QVC, HSN and Cornerstone Brands, is seeking to reduce its debt from $6.6 billion (£5.1 billion) to $1.3 billion (£1.0 billion).
QVC UK is not included in the bankruptcy filing and continues to operate as normal, although its parent company’s strategic reset may have longer-term implications.
QVC Group said that the restructuring would support the continued advancement of its 'WIN Growth Strategy', which looks to establish long-term growth and profitability by resetting the company to be a leader in live social shopping across social platforms, streaming apps, e-commerce sites, stores and TV channels.
The three-year strategy was launched in 2024 to respond to significant changes in how consumers discovered and purchased products.
The company said that the rapid growth of mobile devices, social platforms and streaming services had fundamentally shifted video consumption, while traditional cable television, which historically formed the foundation of the QVC's business model, experienced a structural decline.
To stay ahead of this shift, the company's 'WIN Growth Strategy' aims to reposition QVC Group to drive the future of live social shopping, by; reaching customers wherever they shop, showcasing inspiring people and products and driving operating efficiencies.
David Rawlinson, President and Chief Executive Officer, QVC Group, commented that the company was "uniquely positioned to compete and win in live social shopping" and that it had already seen positive results by implementing the new strategy, with sales attributed to streaming growing 19% in 2025.
In the U.S. the QVC Group had also acquired nearly 1 million new customers on TikTok Shop in 2025, resulting in the Group's total customer file in 2025 growing for the first time in over four years.
"Over the past year, we have become a top seller on TikTok Shop U.S. while expanding our business on streaming and other platforms. We have consolidated our HSN and QVC operations, struck new deals with critical social and media partners, and rebalanced sourcing to account for the changing tariff environment," said Rawlinson
"This process will allow for QVC Group to have the financial structure it needs to accelerate our return to growth," he added.
The company highlighted that it had enough liquidity and that there were no planned layoffs or furloughs in connection with the financial restructuring process.
Topshop is just one example of a fashion brand that has also been embracing changing consumer attitudes and has bet on live social shopping. For its “Runway to the Future” catwalk, the brand entertained online audiences by inviting them to participate in a beauty shopping event on TikTok Live. This took place concurrently with the runway show, allowing shoppers to purchase Shark Beauty products live via TikTok Shop.
Hannah Pym, Chief Brand and Marketing Officer, THG Ingenuity, the studio that broadcast the live beauty event, commented: "This marks a pivotal moment for retail. We are not only celebrating the high street revival of Topshop but also demonstrating the future of interactive commerce with Shark Beauty and Lookfantastic."
