Home shopping channel Star CJ Network is set to be rebranded as Shop CJ Network with a new logo. This is after Star India had sold off its 50% stake in the joint venture to Providence Equity Partners in June 2014. The other joint venture partner is Korea’s CJ O Shopping.
The name change was expected to take place as the ‘Star’ brand name could be used only for a limited period of time post Star India’s sale of stake in the JV. While the Shop CJ retains same of the colors used in the previous logo, the unit has changed where the box has been converted into a gift with the words Shop CJ besides it. The logo of Star has been removed and three color element of brand CJ stands out. Though the web-portal has been rebranded to Shop CJ Alive, the website name still currently stands as starcj.com.
In 2004, CJ O shopping entered the global home shopping market and has become the world's second-largest home shopping company. Currently CJ O Shopping operates a global home shopping network with 10 sites in Korea, China, India, Japan, Vietnam, Thailand, Turkey and the Philippines, earning $4.4 billion in sales in 2013.