HSN has shopped for and found its partners to expand its footprint in Hollywood.

The shopping giant has named United Entertainment Group as its marketing partnership agency of record.

HSN already has opened a Los Angeles office with UEG to develop and broker new partnerships with brands and celebrities. United Talent Agency, which helped launch UEG as a joint venture, will also be involved in the partnership with HSNi, the parent company of HSN and other holdings.

UEG, which has developed entertainment-themed campaigns for Procter & Gamble, Frito-Lay, General Mills, AT&T and Starbucks over the years,

HSN already has been working overtime to pair up more with Hollywood’s film releases, musicians and individual talent to attract more viewers and boost revenue for the St. Petersburg, Fla.-based company. Move was part of an overall company overhaul when Mindy Grossman left Nike to take over the retail giant in 2006 as CEO.

“Everything we’ve done we’ve done ourselves, but we want to go further and produce compelling entertainment programming that also (promotes) commerce,” said Andy Sheldon, chief creative officer, HSNi and general manager of HSN Entertainment.

It has launched successful campaigns around Sony’s “Eat Pray Love,” Universal’s “Snow White and the Huntsman” and Paramount’s “Guilt Trip,” creating multi-day events themed around the films. It’s also teamed with Jennifer Lopez, Mary J. Blige, Giuliana Rancic, Queen Latifah, Serena Williams, Padma Lakshmi, Lionel Richie, Tony Bennett, the Coca-Cola Co., Toyota and Norwegian Cruise Lines to launch products, and made a big push into the music space to help sell albums for Rod Stewart, Michael Bolton and Earth, Wind & Fire through the production of live concert events that are recorded at Las Vegas’ Venetian resort.

SEE ALSO: How HSN is Helping Hollywood Sell Its Movies

Naturally, Hollywood is happy to pair up with HSN. With its many millions of viewers, the network can provide studios with considerable marketing muscle not just on-air but also online and through print and direct marketing platforms.

While HSN isn’t rated by Nielsen, its channels are available in 95 million households and it claims an active customer base of approximately 4.9 million shoppers.

But HSN sees what it’s already done as the first of many new specials it is looking to produce for its TV network and online platforms.

“HSNi is thrilled to be working with a highly respected agency such as UEG as we open our Los Angeles offices to better engage the entertainment industry,” Sheldon said. “Having a presence on both coasts will provide us the agility we need to succeed. I look forward to working closely with Jarrod and his team to identify new brand sponsorship opportunities that will enable us to further develop our music platform and elevate our HSNi brands overall.”

UEG CEO Jarrod Moses, who has worked on connecting talent like Katie Perry, Mark Wahlberg, Queen Latifah, Pharrell Williams and Drew Barrymore with Madison Avenue’s brands, sees HSNi as “a hugely successful, proven, and unique platform with which to engage and excite the Hollywood and brand community.”

HSN sells products through its TV channel, websites, mobile apps, in catalogs, and in brick and mortar stores. HSNi also owns Cornerstone, made up of home and apparel lifestyle brands that include Ballard Designs, Chasing Fireflies, Frontgate, Garnet Hill, Grandin Road, Improvements and TravelSmith. Cornerstone distributes more than 300 million catalogs annually, operates eight separate digital sales sites and 11 retail and outlet stores.