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QVC, in an effort to better market its varied retail offerings on TV, next week begins selling from a new home-literally.

Within its new headquarters in West Chester, Pa., QVC has built the equivalent of an 8,000-square-foot home styled to look like a converted farmhouse. The new sets, connected as the rooms of a real house would be, include a living and dining room, home office, garage, kitchen, bedroom and areas that can be converted into specialty rooms such as an exercise room.

Also included is a fashion set with a runway for apparel shows, and a stage for the 250 live jewelry shows that QVC produces annually.


The $100 million studio complex aims to capitalize on the cable network's success with programs that demonstrate use of the wares it sells. The new facility will allow hosts to showcase a bedroom lamp and then walk into the garage to show how a tool is used.

Its various settings will showcase QVC's wide assortment of merchandise, ranging from Kellogg's Frosted Flakes and $15 kitchen gadgets on one end, to $1,000 gold jewelry and $3,000 IBM computers on the other.

The house, QVC hopes, is a way to get more viewers to pause at the shopping channel.

"We wanted to make it a bigger speed bump for viewers who are channel surfing," said Fred Siegel, senior VP-marketing.


QVC believes the shift away from its flatter stage setting will create an improved selling environment that can be used to add to the cachet of the brands being sold, deflecting criticism from detractors who have termed the network "two steps above a flea market."

The network, available in 61 million households and claiming 5 million active customers, last year sold $1.8 billion worth of product.

The new location will kick off with a 5-hour special Sept. 24. Guests will

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