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Lifetime partners with QVC

Online shop to sell products relating to cabler's skeins

Lifetime has teamed up with e-commerce provider Global-QVC Solutions to launch an online retail store featuring products relating to the net’s programming. With a nod to its femme-heavy audience, Lifetime will only carry products for women.

Shop will be located on Lifetime’s Web site and will launch in September, with merchandise to tie in with net’s latest installment of “Weddings of a Lifetime.”

Items shown during the special, including bridal items and accessories, will be available on the site. By the end of the year, net will have more products available, including those related to health, fitness, spa and relaxation.

“By offering products specific to their brand and programming, I except Lifetime will be able to capitalize on the opportunities to bring great products and merchandise to its viewers while further extending its brand,” said Damon Mintzer, prexy of Global-QVC Solutions.

Org will handle technology, customer support and fulfillment aspects of the service. With Lifetime, it will develop the design of the site and the catalog of products to carry.

“We talk to women every day and know they rely on us to understand their needs,” said Lifetime New Ventures director Kimberly Bogosian. “By extending our viewers’ entertainment experience and allowing them to acquire items from their favorite programs for themselves, we give them another means to experience the Lifetime brand.”

Lifetime’s other brand extensions include collaborations with Rhino Records and Hyperion Books and the newly announced Lifetime magazine, which will launch in March.

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