Channel 4 and NBC Universal are set to create a product range for reality show Made in Chelsea to capitalise on its growing success.
The pair have appointed entertainment marketing company ITB to create the range, which will inlude homeware, fragrance, toiletries and apparel, and has been tasked with capturing the brand 'DNA'.
This will then be developed into a licensing and brand extension platform that encapsulates the Made in Chelsea lifestyle and ITB will collaborate to develop an appropriate product range and secure a retail partner.
Emma Derrick, commercial development lead, at Channel 4 said: “This is a great example of how Channel 4 is increasingly commercialising its flagship brands through licensing. We’re looking forward to working with ITB to develop a brand that embodies the glamorous Made in Chelsea lifestyle.”
The show is now in its eighth season and is one of E4’s highest rating shows.