Following the recently announced West Coast expansion, home-shopping giant QVC has cut another 100 people at its West Chester headquarters, writes Joseph N. DiStefano for Philly.com.

QVC employs 17,000 around the globe, including 2,600 employees at its Studio Park TV broadcasting and office complex, as well as 1,400 at its Lancaster County warehouse. Now, the company has made the “difficult decision to reorganize” its West Chester business units with fewer employees, according to spokeswoman Colleen Rooney.

The company let 100 workers go in January and 147 last year while it consolidated some of its warehouse operations to South Carolina. According to Rooney, impacted workers will be offered severance as well as job search help.

Meanwhile the company is adding jobs elsewhere. In particular, its new West Coast Distribution Center in Ontario, California, added 160 new workers at its opening last week, with plans to grow that to around 1,000 in the future.

These changes come after a difficult summer for QVC which saw an unexplained drop in women’s clothing sales. Its shares also dropped to under $21 for the first time in three years and have since remained there.

Looking to attract younger customers, QVC recently acquired mobile-shopping pioneer Zulily for $2.4 billion. The combined company is now looking to re-imagine shopping, entertainment and community as one, as well as “innovating our structure to make sure we have the right resources and expertise to drive innovation and growth.”

Read more about the layoffs at Philly.com here, and check out previous VISTA Today coverage of QVC here.