The brief, reported to be worth a mid-six-figure sum, was previously handled by Mischief.
QVC wants the agency to focus on "telling the stories behind its brands and products to people passionate about shopping", according to an H+K Strategies statement.
The consumer-focused public relations programme will be handled by a cross-sector team involving H+K Strategies' Retail + Leisure and Beauty + Grooming arms. Associate director Rhenna Al-Jabban will lead the account.
PRWeek revealed the pitch had been taking place late last year, with one well-placed agency source stating that the work was a "similar" amount to its estimated £500,000 worth when Mischief was appointed in 2010.
