Liquidation Channel’s parent company, VGL (Vaibhav Global Limited), is based in India and originally created the Jewelry Channel—a home shopping network—in 2006 to sell high-end pieces stateside. It maintains a Round Rock studio.
“The Austin market was very appealing from the beginning,” President Kevin Lyons said. “As far as favorable business states, Texas is certainly one of them. The Austin area has been a great place for rising businesses to start.”
After the recession in 2008, the Liquidation Channel was formed when the Jewelry Channel fell into hard times and the company decided to pivot its business model to low-priced value products.
“We’ve been growing under that model ever since,” Lyons said. “It’s kind of our niche.”
Liquidation Channel now broadcasts nationwide to about 75 million households throughout the U.S., Lyons said.
Despite being such a large company, Liquidation Channel stays involved in the local community. It supports veterans, education, park cleanups, and works with the United Way of Greater Austin, Lyons said.
“I think we’re a very family-oriented business; we treat our customers and our associates a lot like family,” Lyons said. “We’re a little bit more quirky and fun, if you were to compare us against some of the other home shopping networks.”
More than 90 percent of Liquidation Channel’s sale offerings are fashion jewelry items, such as gemstones, silver and gold pieces.
“[Jewelry] is our bread and butter. It’s what we do really well,” Lyons said. “We have our three mantras: exceptional quality, exquisite designs and outstanding value.”
A few years ago, Liquidation Channel began offering more lifestyle products and accessories, including handbags, ponchos, and home decor products such as wall art and wind chimes. This allowed the company to attract new customers and expand what it offered to existing customers, Lyons said.
Rings are the most popular item, Lyons said, followed by other jewelry pieces including earrings, necklaces and bracelets.
The Liquidation Channel is able to keep its prices down because of its vertically integrated system, Lyons said, meaning it sources, designs and manufactures many of its items to keep its costs low. The business has recently incorporated more brands.
“Our price point is much lower than our competition today,” Lyons said. “We’re actually probably in one of our most important years of growth.”
Liquidation Channel is in the middle of expanding its warehouse operations, planning to build new studios, and launching a new and improved website.
“We think this is going to be a fun year for us,” Lyons said. “We’re looking forward to this year and many more to come on the market.”
100 Michael Angelo Way, Ste. 400, Austin • 512-852-7000 www.liquidationchannel.com Not open to the public
