ITV and ufurnish.com have announced a new partnership, between long-running soap Emmerdale and the UK furniture search and comparison engine.
The collaboration launches a dedicated Shop the Look experience on ufurnish.com, allowing fans to recreate the interiors of the Yorkshire Dales in their own homes.
"For the first time, viewers captivated by the charm of Woodbine, the modern luxury of Home Farm, or the eclectic cosy style of Jacobs Fold can instantly find and purchase similar furniture and furnishings," says ufurnish.com.
Hosted on a dedicated hub at ufurnish.com, the Shop the Look feature uses advanced AI product-matching technology to curate items from over 100 of the UK’s best-known retailers, offering fans exact matches or inspired-by alternatives to the set pieces seen on screen.
Key features of the partnership include: a curated Emmerdale section on ufurnish.com featuring room-by-room breakdowns of the show’s most famous sets; curated edits that help fans capture specific aesthetics, from Farmhouse Chic to Country Pub Classic; and viewers can shop inspiring looks straight from the Emmerdale set.
This partnership follows ITV’s recent Media for Equity investment in ufurnish.com, as part of ITV Adventures Invest, its investment fund designed to help brands achieve their growth objectives through TV advertising.
Deirdre Mc Gettrick, founder and CEO of ufurnish.com, comments: "We are thrilled to partner with such an iconic British institution as Emmerdale. Viewers have welcomed these characters into their living rooms for decades, and now we can help them bring a piece of that warmth and style back into their own homes. This partnership perfectly illustrates our mission to simplify furniture discovery, connecting inspiration directly with the ability to purchase."
Bhavit Chandrani, director of BE Studio from ITV, adds: "Emmerdale’s set design has always played a huge role in the show's storytelling, helping to create a distinct visual identity. We’re always looking at innovative ways to work with brands and by partnering with ufurnish.com we can continue to extend the viewer experience beyond the screen.
