Qurate Retail, Inc. appointed Mara Sirhal as chief merchandising officer for QVC US, the company’s largest business unit, effective immediately. Most recently, Sirhal was the chief merchant and brand officer for Saks Off 5th.
At Saks Off 5th, Sirhal led the retailer’s merchandising, planning, brand marketing, and creative functions. Before that, Sirhal held leadership roles with Bed, Bath & Beyond and Macy’s, Inc., overseeing merchandising for various categories, business development and supplier diversity initiatives.
Sirhal will report to Mike Fitzharris, president of QVC US.
Stacy Bowe previously held the role of chief merchandising officer for QVC US before she was appointed president of Qurate Retail’s HSN business unit in February.
As CMO, Sirhal will develop and lead QVC’s merchandising strategy across all product categories, including home, fashion, beauty, electronics and jewelry. She will align assortments with QVC’s “Age of Possibility” campaign to engage its core demographic—women ages 50 and older.
Sirhal will also oversee QVC’s Buying, Planning & Programming organization and lead QVC’s Design Development & Global Sourcing (DDGS) team. DDGS is an in-house capability bringing new brands, products and concepts to market in apparel, accessories, outerwear, and home décor.
“Mara brings a unique blend of merchandising, brand and omnichannel leadership that will be critical as we continue to strengthen the QVC business through our Age of Possibility campaign,” said Fitzharris. “As we execute on our strategic priorities and further differentiate QVC in the marketplace with our core demographic, we look forward to Mara’s customer-centricity, brand-building acumen and transformational leadership.”
Qurate retail businesses include QVC, HSN, Ballard Designs, Frontgate, Garnet Hill, and Grandin Road.
Images courtesy Qurate Retail
