Ideal Shopping Direct and High Street TV (HSTV) have entered into
an exclusive strategic partnership that will see HSTV showcase
Ideal’s bestselling range across its multichannel
platforms.
The long-term agreement means top-selling Ideal World products
will benefit from additional exposure and audience through
increased on-air coverage on High Street TV’s channel, via
30-minute informercials on other TV channels and on the shelves
of retailers such as Asda, WHSmith, BHS and Boots. Also as part
of the agreement, HSTV will now exclusively represent Ideal World
internationally by marketing key products across its multichannel
format in target countries.For High Street TV, the deal means its
most popular ranges will receive a boost through being marketed
on Ideal World’s live TV channel at primetime slots.
The exclusive partnership will significantly expand each
company’s customer base and extend its reach to every home in the
UK. Up to 30 top-selling products have already been selected,
which will be made exclusively available under the agreement,
including Linda Lusardi’s “My Miracle” skincare cream
and HSTV’s million-unit-selling Genie Bra.
HSTV has an extensive presence on UK television, broadcasting on
multiple terrestrial and digital channels for 70 hours a day and
reaching 100 percent of TV households in the country. Since its
launch in 2008, High Street TV has shown impressive growth,
employing 60 staff and marketing 130 products on its dedicated
round-the-clock TV station. It is currently developing its own
studios at Harrogate headquarters.
Commenting on the announcement, Andrew Malcher, HSTV’s executive
chairman said there is a “natural synergy” between
the two companies, “Our top ranges will now benefit from a
comprehensive combination of direct response multichannel
marketing before being showcased on the UK’s fasting growing live
shopping channel where they will be featured by renowned
presenters on live TV primetime slots.”
Adding, Ideal World’s chief executive Mike Hancox commented,
“We’re really impressed with HSTV’s TV-led, multichannel
operation. This is a great collaboration, uniting the best of
direct response multichannel retailing and live shopping TV for
the first time in the UK-it’s a winning concept.”
According to Hancox, the partnership means Ideal can open up new
channels for its customers to access products where and when they
want. “It means they’re going to be spoilt for choice-being
able to shop via TV, online or in Argos or Boots, or any other
retail partner, if they’d prefer.”
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