QVC cuts 100 jobs at West Chester HQ

QVC, the home-shopping video network controlled by communications investor John Malone, has cut another 100 people at its West Chester headquarters, as it expands operations on the West Coast.

The company, which employs 17,000 worldwide, including 2,600 at its Studio Park TV broadcasting and office complex, plus 1,400 at its Lancaster County warehouse, made the "difficult decision to reorganize" West Chester business units with fewer workers, spokeswoman Colleen Rooney told me. 

Even as it reorganizes in West Chester, QVC says it is adding jobs elsewhere. "For example, we opened our new West Coast Distribution Center [in Ontario, Calif.] last week with 160 positions, and we'll add hundreds more as the center expands."

Last month, QVC spooked investors when CEO Michael George acknowledged a mysterious summer drop in woman's clothing sales, around the time Amazon.com ramped up its fashion sales offerings. QVC shares fell below $21 for the first time since 2013 and have stayed close to that level. George is scheduled to address a Goldman Sachs investor conference tomorrow.

The company laid off another 100 Pennsylvania workers in January, plus 147 last year, as it consolidated some warehouse operations to South Carolina. It also moved foreign warehousing from more expensive West European locations to Poland.

QVC acquired Seattle-based mobile-shopping pioneer Zulily for $2.4 billion last year in hopes of attracting younger customers. The deal includes Zulily's Lehigh Valley warehouse.

The combined company says it is now "reimagining shopping, entertainment and community as one" and "innovating our structure to make sure we have the right resources and expertise to drive innovation and growth."

"Impacted" workers who lose their jobs will be offered severance and job search help, Rooney said.