ITV and ufurnish.com has announced a new partnership, between long-running soap Emmerdale and the UK’s leading furniture search and comparison engine.
The collaboration launches a dedicated “Shop the Look” experience on ufurnish.com, allowing fans to recreate the iconic 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.
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:
● Dedicated ‘Emmerdale’ Hub: A curated section on ufurnish.com featuring room-by-room breakdowns of the show’s most famous sets.
● Get the Look: Curated edits that help fans capture specific aesthetics, from “Farmhouse Chic” to “Country Pub Classic.”
● Shoppable Innovation: Allowing viewers to 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 Media for Equity investment fund designed to help brands achieve their growth objectives through the power of TV advertising.
Deirdre Mc Gettrick, Founder and CEO of ufurnish.com, commented: “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 Business Development & Strategic Partnerships at ITV, added: “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.”
About the Launch The Emmerdale “Shop the Look” collection is live now. Fans can browse the edits and search for their perfect Dales-inspired pieces at https://www.ufurnish.com/en-gb/shop-the-emmerdale-look
