Forrester Research’s prediction that consumers will buy nearly a million new e-Readers this holiday season came with a big caveat—sales will only spike if retailers can figure out how to better promote the devices, not to mention educate shoppers about them, too. That may not be a problem for U.K.-based Interead, which is launching its brightly colored Cool-er e-Reader here in December, since the company is using a very personal sales channel: home-shopping network QVC.

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The Cool-er retails for about $250; QVC will offer it for a discount as part of its “Today’s Special Value” program, per the WSJ. Given the personable nature of QVC’s hosts, and the long-form, “educational” pitches that usually include on-air customer reviews, Interead may have found a way around some of the retail roadblocks that could limit sales for other e-Reader makers. CEO Neil Jones told the Journal that QVC offered a more “mass-market approach” to selling the Cool-er than bookstores or websites; he also said the company was on track to sell between 160,000 and 200,000 units by the end of year.