The Results

• +243% increase in affiliate revenue year-on-year

What We Did

1. Secured Coverage in High-Intent Buyer’s Guides

We focused the affiliate strategy on the editorial round-ups that drive purchase decisions across TBCo’s core ranges. We secured placements in Good Housekeeping’s best blankets, best pyjamas and best bedding sets guides – three of the most-trafficked buyer’s guides in the homeware and lifestyle category, each mapped directly to a core TBCo product line.

This put TBCo in front of high-intent shoppers at the moment of consideration, alongside heritage homeware brands.

2. Built the Programme Around Key Trading Moments

We aligned affiliate activity to the seasonal events that matter most for TBCo – Christmas, Mother’s Day, Valentine’s Day and key gifting windows – rather than running the programme at a flat tempo year-round.

For each peak, we briefed partners ahead of time, refreshed creative, and secured inclusion in seasonal gift guides. The result was concentrated revenue uplift during the windows where TBCo’s blankets, throws and loungewear convert hardest as gifts.

3. Onboarded New Publishers to Diversify the Mix

We brought in new content-led publishers, reactivated dormant partners, and ran sustained journalist outreach to secure coverage across national newspapers and leading lifestyle titles.

The result was a healthier, more diverse partner base delivering high-intent traffic – and a programme no longer dependent on a small number of legacy affiliates.

4. Took Over End-to-End Affiliate Management

We took full ownership of the affiliate channel day-to-day: partner communications, commission structures, promotional calendars, creative supply, performance reporting and partner negotiation.

This gave TBCo a single accountable team driving the channel and freed internal resources to focus on wider growth priorities.

The Impact

Affiliate revenue grew 244% year-on-year, with editorial coverage in flagship buyer’s guides putting TBCo alongside the category’s most established homeware names. The seasonal playbook – built around Christmas, Mother’s Day and key gifting moments – is documented and repeatable, giving TBCo a predictable revenue rhythm across every peak window in the calendar.