2026 Gold Winner
Built from Scratch, Built to Scale. The Morphy Richards Affiliate Growth Story.
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."
Thanks to our 2026 sponsors
Adtraction is a leading partner marketing platform that helps brands across Europe increase their sales at a predictable cost, while enabling partners to monetise their content and traffic. The company works with brands across multiple industries, ranging from e-commerce to financial services. With a user-friendly platform, Adtraction connects brands with a diverse range of marketing partners, from influencers and media houses to apps, tech platforms and comparison sites. The company was established in 2007 and is headquartered in Stockholm, Sweden, with offices in 12 countries across Europe.
Agenica builds AI marketing employees for brands and media agencies. Unlike generic LLMs, Agenica employees operates on live competitive activity—ads, creative and channel signals, plus a company’s internal KPIs and decision frameworks. It converts that into role-specific recommendations and ready to use briefs: what changed, why it matters, and what to do next.
Atolls helps millions of consumers make smart spending decisions online. These consumers engage with our shopping destinations, including Hotukdeals and over 40 other deal communities, cashback platforms, and coupon sites, throughout their purchase journeys. We enable advertisers to engage with high-intent audiences when and where it matters the most.
Blue Light Card is the UK’s number one discount service for emergency services, NHS, social care workers and armed forces.
With more than three million members across the UK, Blue Light Card works with over 16,500 partners including the likes of Spotify, Toby Carvery, Hotels.com, Cineworld, Sky, EE and Halfords, providing savings, discounts and benefits that often aren’t available to the general public. In 2022 alone, Blue Light Card holders saved over £250 million on everything from holidays and days out to groceries and utilities.
Membership to Blue Light Card for access to all online deals and discounts is quick and easy by registering online at www.bluelightcard.co.uk. A card costs £4.99 and is valid for two years.
There for those that are there for all of us.
Partnerize is the only partnership management solution powering growth for marketers seeking high-quality, scalable subsidies to primary channels through end-to-end software & comprehensive service. Partnerize joined forces with Pepperjam and Brandverity to establish the leading global solutions provider for affiliate marketing and partner automation including brand monitoring and compliance. Partnerize serves 1,800 enterprise and mid-market clients worldwide, driving more than $10B in transactions via their relationships with an ecosystem of 750,000+ partners, including 250,000+ influencers. Partnerize services clients across industries including retail/e-commerce, D2C, travel, finance, telecom, subscriptions and gaming.
The #1 CSS partner for peak performance.
Redbrain is a UK-based CSS partner dedicated to helping online retailers unlock incremental sales by getting their products in front of high-intent shoppers. Founded in 2016 and now recognised as Europe’s #1 Comparison Shopping Service (CSS) partner by volume, we combine advanced AI-driven technology with hands-on expertise to drive billions in additional sales on a CPA basis. We work as an extension of our partners teams, enhancing product visibility across Google Shopping, Microsoft Ads and leading price comparison sites. At Redbrain, we’re focused on transparent, measurable growth that complements existing marketing strategies and maximises ROAS.