The Challenge

Morphy Richards is a long-established UK household brand that launched its first-ever direct-to-consumer website in 2023, reshaping its commercial model. The brand needed an affiliate programme built from scratch that could scale sustainably alongside a new DTC site, within tight budget and resource constraints.

The Strategy

Silverbean and Morphy Richards worked as one team from the outset, embedding affiliate marketing into the wider performance strategy rather than treating it as an isolated channel. The programme was designed to scale sustainably, balancing full-funnel growth with clear contribution targets suitable for an SME navigating a new business model.

Execution and Innovation

In 2025, Morphy Richards launched over 300 products, with affiliate partners working alongside internal teams, TikTok Shop and PR towards a shared objective. Sophisticated negotiation tactics and alignment with major product launches helped reduce reliance on traditional discount partners and expand partner diversity across the full customer journey.

Results

An average revenue contribution of 20% sustained, with strong year-on-year growth delivered entirely within tight budget and resource constraints.

A well-managed, highly collaborative programme that became a core driver of performance and a key pillar in Morphy Richards' DTC growth strategy. Results exceeded all initial benchmarks with zero tenancy spend.

Judges' Verdict

"A standout example of sustainable, high-velocity growth for an SME through operational discipline and strategic partner diversification."

"Proving that a well-managed affiliate strategy can be a primary engine for DTC success even with zero tenancy spend."