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HSN eliminates 59 jobs, mostly at St. Petersburg headquarters

ST. PETERSBURG — HSN has eliminated 59 jobs as part of what it called a yearlong restructuring to optimize growth and improve efficiency of the TV and online shopping network.

The layoffs, announced to employees Wednesday, represent less than 2 percent of the company's workforce.

"We appreciate the service of these individuals and are committed to assisting them in their transition to new employment," HSN spokeswoman Gigi Ganatra Duff said in an email. "We are offering severance and outplacement services for those employees impacted."

The jobs were mostly based at HSN's headquarters in St. Petersburg and were part of a corporate shift toward digital strategies to better engage and retain customers, she said. The company is hiring in areas of marketing, digital and information technology.

The layoffs come amid strong financial times for HSN and its Cornerstone home and apparel brands, which includes Ballard Designs, Chasing Fireflies and Frontgate. Sales were up 6 percent in the second quarter compared with the same period last year, and digital sales increased 10 percent. HSN is scheduled to report its third-quarter earnings on Wednesday.

The restructuring began earlier this year.

In May, chief financial officer Judy Schmeling was given the additional duties of chief operating officer and is now in charge of ensuring efficiency in supply chain operations, customer care, finance and information technology.

In March, HSN named Bill Brand the chief marketing and business development officer to set marketing standards, drive growth and expand relationships with iconic brands such as Coca-Cola, Disney and Toyota. Andy Sheldon was named chief creative officer and general manager of HSN productions to build the company's live music and entertainment business.

HSN eliminates 59 jobs, mostly at St. Petersburg headquarters 10/31/13 [Last modified: Thursday, October 31, 2013 8:40pm]

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