MacKenzie-Childs Beat Sales Forecasts by More Than 200%
MINNEAPOLIS, May 19, 2017 (GLOBE NEWSWIRE) — Evine Live Inc. (“Evine”) (NASDAQ:EVLV), a multiplatform video commerce company (evine.com), today announced the successful premiere of MacKenzie-Childs. Launching with a custom branded set and graphics package on-air and online, the MacKenzie-Childs debut beat sales forecasts by more than 200% and sold out of virtually all in-stock product. Evine and MacKenzie-Childs attribute the success to a number of factors, including unique product styling, collaborative cross-brand marketing, and engaging storytelling which brought the MacKenzie-Childs brand to life using Evine’s video commerce platforms.
“Evine has the most talented team in the video commerce business and the successful premiere of MacKenzie-Childs is evidence of that. I’m so proud of what our teams accomplished. Beyond selecting the perfect products for the premiere, the level of internal and vendor collaboration surpassed our teams’ highest expectations,” said Bob Rosenblatt, Chief Executive Officer of Evine. “Watching the show from the set was exhilarating. We sold out item after item and were on the phone with MacKenzie-Childs’ warehouse working to get additional inventory so we could fill more orders. It may just have been the most exciting six hours of my time here at Evine so far!”
John J. Ling, Chief Executive Officer of MacKenzie-Childs offers, “The experience and results we had with Evine in presenting ‘MacKenzie-Childs Television’ exceeded my already lofty expectations. Being our first association with this platform, we were very reliant on the Evine team and their support and guidance was instrumental to our success. I am very proud of both teams for how they came together to so beautifully tell our wonderful story to a new generation of MacKenzie-Childs’ fans. We look forward to a long-lasting relationship with the Evine team and continuing to offer our customers a new way to shop our product.”
During the May 3 and 4 debut of MacKenzie-Childs, Rebeca Proctor, on-air guest and Creative Director of MacKenzie-Childs, presented the brand’s classic, yet quirky handcrafted items, which included many of the brand’s newest and most popular patterns. In addition to new product, MacKenzie-Childs debuted on a custom branded set designed to transport Evine’s viewers into the whimsical world of MacKenzie-Childs, and provide a backdrop to the unique story behind the brand.
Contributing to the debut’s success was the strong cross-brand marketing between Evine, MacKenzie-Childs and Beekman 1802 – one of Evine’s most successful bath & body concepts whose upstate New York farm is located near the MacKenzie-Childs design studio. Last month, MacKenzie-Childs and Beekman 1802 joined neighborly forces and created a co-branded product, which was sold on Evine during the premiere. Leading up to the premiere, both brands engaged their fan bases on Facebook, Instagram and Twitter, even executing a Facebook Live show the evening before the launch. Connecting with each brands’ customers via their own channels explains the significantly higher-than-average number of new customers Evine saw during the launch.
MacKenzie-Childs is expected to return to Evine July 17 and 18 and will feature many of the products that sold out in the premiere for customers who may have missed out as well as new items to Evine. Beekman 1802 returns to Evine May 25 at 9am, 10am, 4pm, 5pm, 9pm and 10pm ET, and May 26 at 3am and 7am ET.
Evine Live Inc. (NASDAQ:EVLV) operates Evine, a multiplatform video commerce company that offers a compelling mix of proprietary and name brands directly to consumers in an engaging and informative shopping experience via television, online and mobile. Evine reaches approximately 87 million cable and satellite television homes 24 hours a day with entertaining content in a comprehensive digital shopping experience.
MacKenzie-Childs is a fully integrated designer, manufacturer, and multichannel merchant of high-quality, handcrafted ceramic and enamel tableware, furniture, and home and garden accessories. The brand is best known for distinctive designs that combine vibrant colors and pattern-on-pattern surface decoration to create a fresh, original aesthetic best described as “tradition with a twist.” For more than 30 years, the brand’s talented designers and artisans have created beautiful, original products that add joy and grace to homes great and small throughout the world. Handcrafted MacKenzie-Childs products can be purchased from the company’s retail stores in New York City and Aurora, and through distinctive fine retailers in the U.S. and around the world. For more information, visit www.mackenzie-childs.com or follow us on our social channels at: Instagram, Facebook, Twitter or Pinterest.
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