Home and living marketplace Fy! has joined forces with Channel 4 Ventures under a £3m partnership, in a bid to help the retailer reach audiences of popular Channel 4 home improvement shows like Grand Designs.
The tie-up comes as the AI-powered marketplace, which snapped up online marketplace Trouva in April, looks to change the way consumers discover and shop home and living goods.
The deal supports the TV channel’s wider goal of diversifying its revenue streams, as it moves to becoming a digital-first public service streamer, as detailed in its Fast Forward Strategy.
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The partnership will also look to enhance Channel 4 Ventures’ portfolio of home and living space investments, which has previously included Vinterior, Purple Bricks and Swyft.
Fy! CEO and co-founder Tom Beverley said: “At Fy! we’re on a mission to transform how people shop the home and living category.
“Our unique combination of great products, amazing design ideas and cutting edge AI tech is something we think the Channel 4 audience is really looking for.”
Vinay Solanki, head of Channel 4 Ventures said: “We’re at the forefront of demonstrating the potential of media-for-equity for brands looking to scale in the UK and we are proud to invest in a company that extends our experience in the home and living space.
“Programmes where home interiors take centre stage are very popular with Channel 4 viewers, whose relevant programming is long distinguished.
“This partnership is yet another example of how we can create significant commercial benefits for the businesses that collaborate with us.”
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