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Liquidation Channel (LC), an interactive, omnichannel retailer focused on the fine jewelry, beauty, fashion, home decor and lifestyle categories, has announced the company will rebrand as Shop LC effective immediately. Formed in 2007, Shop LC was originally known as The Jewelry Channel (TJC). Shortly after the launch of TJC, the U.S. entered a recession, and sales declined. Fully expecting to liquidate merchandise and cease operations, TJC changed its name to Liquidation Channel. However, instead of going out of business, the network experienced steady growth and has been operating as Liquidation Channel since 2008. To view the multimedia release go to: http://www.multivu.com/players/English/8015251-liquidation-channel-rebrands-as-shop-lc/