Qurate Retail announced on Friday it has officially changed its name to QVC Group.

From February 24, the company’s stock will also start trading under the new stock symbols “QVCGA”, “QVCGB” and “QVCGP.”

​The new name incorporates the brand equity of the U.S. company’s largest brand, QVC, and the firm’s growth strategy to expand into a live social shopping company, according to a press release.

“This rebranding is an important milestone in our nearly 50-year evolution as a collection of leading retail brands,” said David Rawlinson II, president and CEO, QVC Group.

“From the beginning, we’ve been the innovators in live video shopping – first on cable TV, then on ecommerce and mobile. Now, once again, we’re reimagining our company to grow in new places by leaning into streaming and social.”

Despite the name change, the company said its six constituent brands –QVC, HSN, Ballard Designs, Frontgate, Garnet Hill and Grandin Road — remain the same, and will operate as per before the rebranding.

In its most recent trading update earlier this month, QVC Group said ​revenue for the third quarter decreased 5% to $2.3 billion, on the back of declines across all brands in the company’s portfolio.