TV shopping retailer QVC has promoted its Italian chief executive Steve Hofmann to the new position of chief executive of QVC Europe. Hofmann will oversee the television shopping operator’s European markets, including the UK, Germany and Italy, and accelerate growth opportunities in the region. He also retains his position as chief executive of QVC Italy and will be based in Milan.

QVC president and chief executive Mike George said: “QVC is pursuing more global initiatives and we are evolving our leadership structure to meet the growing scale of our business.”