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Published
Apr 11, 2022
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Blue Vanilla moves into TV shopping for first time as Ideal World targets more brands

Published
Apr 11, 2022

Fashion brand Blue Vanilla has signed a deal with Ideal World, the UK multi-channel home shopping retailer, to sell its womenswear across Ideal’s platforms. As well as TV, that includes social channels and online from April 11.


Blue Vanilla



It’s a TV first for the London-based label that now has a prime spot on Ideal World’s Friday Fashion show where both the models and presenters will be wearing the collection and showcasing the range’s pieces that retail from £16 to £40.

Ideal World’s Senior Fashion Buyer Kay Johnson said the label is “a great brand fit and will be offering lots of stylish and on-trend women’s fashion with new lines added every week for our customers”.

And its Commercial Director Bav Majithia added that the partnership with Blue Vanilla “reflects Ideal World’s ambitious growth plans over the coming months and our plans to boost the number of big brand partnerships, broaden our product offering and grow our customer base”.

Ideal World TV is one of the UK’s leading multi-channel home shopping retailers. It currently broadcasts on Sky, Freeview, Freesat, Virgin and late-night ITV as well as several web platforms and its own websites.

TV shopping has seen something of a resurgence in the UK in recent years and has been attracting many new brands as consumers of all ages embrace live streams and shopping via multiple channels.

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