HSN, the St. Petersburg-based home shopping network, is turning its sights toward Hispanic consumers with the announcement of a new e-commerce partnership with Univision Communications that began Thursday.
The three-year partnership will take the form of a shopping portal on Univision.com called Boutique Univision that will feature a variety of products from HSN targeted at Hispanics.
"This is the fastest-growing consumer group and they will be driving the U.S. economy over the next few decades," said Bill Brand, the chief marketing and business development officer at HSN. "We are able to reach this Hispanic consumer through the most trusted brand in their community, and that's Univision. That's an unprecedented opportunity for us."
In addition to increasing product sales, the goal is to expand the company's reach with Hispanic consumers, which Brand said represent 10 percent of HSN's customer base.
The product categories on the Boutique Univision will include electronics, fashion beauty, home decor and cookware from brands like Vince Camuto, Samsung, Apple, Curtis Stone and Lancôme. Each day the site will feature one product to be offered at a promotional discount.
Tonia O'Connor, the president for content distribution and corporate business development at Univision, said the portal was not "just a pure translation for what exists for general market shoppers," but instead was a "customized shopping experience" with products selected specifically for Hispanic customers.