HOME SHOPPING HAS been on a comfort kick as of late, and now lifestyle guru and QVC on-air talent Sally Combs has inked a deal to represent Earth Inc. when it launches on the channel in April. With Kalso Earth Shoe, Earth and Earthies making up the comfort company’s portfolio, President Gary Champion feels there’s a heightened importance to make sure the collections come across clearly and powerfully. And while promotions and events are a regular part of Earth’s overall marketing strategy, an on-air televised endorsement will help reinforce who the company is and what its brands stand for, he adds.
“With a seasoned spokesperson like Sally Combs joining our team, it ensures our wellness-based company messaging will come across in the right way. She has a proven track record in wellness- based comfort footwear and a trusted and loyal following,” says Champion, alluding to Combs’ 14-plus years of footwear experience, nine of which were in direct-to-consumer sales—she once sold 34,000 pairs in a single one-hour appearance. He adds, “She really knows what it takes to stand out in this arena as someone who is living the values of our brands.” —Lyndsay McGregor
