May 05, 2011 08:03 ET

Handcrafted American West Leather Handbags Achieves Most Successful Handbag Launch in ShopNBC History

MINNEAPOLIS, MN--(Marketwire - May 5, 2011) - ShopNBC (NASDAQ: VVTV) (, a premium interactive retailer via TV, Internet, mobile and social, announced today that handcrafted American West Leather Handbags was the most successful handbag launch in the network's history, resulting in 12 sellouts. The unique style and flair of American West Handbags debuted Thursday, April 28 with an integrated multichannel campaign that supported a focused merchandising strategy, which included multi-hour shows, key promotions and top sellers.

American West Handbags is classic at heart in its design, yet has a fresh take on upscale western style. The premiere of American West Handbags on ShopNBC featured a variety of handmade, premium western handbags and accessories crafted from the finest, hand selected leathers. Each American West handbag embodies the story and spirit of the artisan who created it, making each piece truly one-of-a-kind. The distinctive style and eye-catching details of the collection resonated strongly with ShopNBC viewers.

The American West Handbag show on the network achieved 12 sellouts including the Santa Fe Spirit Cow Hide and Leather Hobo, the Prairie Rose Cow Hide and Leather Tote, the Roses are Red Stud Detail Leather Tote, and the Peek-a-Boo Tooled Leather Shoulder Bag, to mention a few. Additional top sellers included the Santa Fe Spirit Cow Hide Wallet and the Boot Scoot Boogie Stud Detail Leather Tote.

"We are thrilled with the customer response to our debut on ShopNBC," said Louise de Kok, Designer & Owner of American West Handbags, which is celebrating its 25th Anniversary in 2011. "It has been very inspiring to work with such great talent at ShopNBC and the team of professionals who put on a great show, as we witnessed an overwhelming reception to our brand. We look forward to the next airing and showcasing more premium Western handbags and accessories."

"We are delighted about the successful launch of American West Handbags on our network," said Bob Ayd, President of ShopNBC. "The American West brand is truly a unique find in the national landscape of designer handbags. Through a joint effort and great attention to detail, we were able to successfully showcase their story and unique heritage across our multi-channel platform. This is the beginning of a great partnership with more exciting offers from American West to come."

About ShopNBC
ShopNBC, a premium interactive retailer bringing high-quality merchandise to customers via TV, Internet, mobile and social, is owned and operated by ValueVision Media (NASDAQ: VVTV). At the end of fiscal year 2010, the ShopNBC television network reached over 78 million homes via cable and satellite, and is streamed live at Over 1.1 million active customers have interacted with ShopNBC in the categories of Home & Electronics, Health & Beauty, Fashion & Accessories, and Jewelry & Watches, yielding revenues in excess of $560 million (over $230 million or 41.2% of which are Internet-based). Via the Company's "ShopNBC Anywhere" initiative, customers can interact and shop via TV, phone, mobile devices and online at and via Facebook, Twitter and YouTube.

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