The programme, fronted by Philip Schofield and Holly Willoughby, features a series of broadcast idents which showcase Dunelm products, along with licensing, digital activity and branded content collaborations.
Dunelm has introduced a dedicated This Morning hub on Dunelm.com which hosts details of products featured in sponsorship idents, gives access to exclusive competitions and giveaways, and provides articles and ranges related to themes covered in the show. Current topics include ‘Garden Space Savers (furniture tops for any garden space), Trend: Tropic: Glam (a luxe Palm Springs inspired look), Get Crafty and Enjoy the Outdoors’.
As part of the partnership, Dunelm is also the headline sponsor of This Morning Live: a homes, shopping and lifestyle event held at the NEC in Birmingham from May 16 to May 19.
Dunelm chief customer & digital officer Leonie Foster said: “We are really proud to partner with ‘This Morning’. The show’s values – to be inclusive and welcoming to everyone with its broad range of content – are completely aligned with the Dunelm brand values. We love welcoming everyone into our stores and website and have the range to help all our customers have a home they love.
“The partnership will allow us to reach our existing customers and we’re also looking forward to welcoming a whole new audience into Dunelm via ‘This Morning’’s hugely engaged following.”
Dunelm bills itself as ‘the UK’s number one homewares retailer, famous for style, value, quality and ease of shopping’. It has a multichannel offer with over 160 out-of-town superstores, and a website, Dunelm.com, featuring extended ranges for home delivery.