The Hampton Ivory Sofa that was used in ‘Sofwatch’.
Nick Hill

West Yorkshire's Furniture Choice announces deal with ITV's Ant and Dec’s Saturday Night Takeaway

Furniture Choice, the Mirfield-based online retailer, has secured a deal with the ITV show, Ant and Dec’s Saturday Night Takeaway.

The retailer struck a deal to become the sole provider of sofas for the show’s infamous ‘Sofawatch’ segment.

‘Sofawatch’ sees families gather at undisclosed locations around the UK to try to win themselves tickets for the following week’s live show.

The return of the feature this weekend saw families finding the settees in East Kilbride, Portstewart, Aberystwyth, and Telford.

As part of the deal, a Furniture Choice sofa will be hidden in different locations each week, with members of the public being encouraged by the show’s hosts to locate the secret spot before the end of the episode.

Tom Obbard, managing director at Furniture Choice, said: “At Furniture Choice we’re always looking for innovative marketing ideas, and are thrilled that our sofa will now be showcased on one of ITV’s biggest, and most loved Saturday night shows.

“Being shown on TV opens the brand up to a huge audience and is a platform that we hope to explore further in the future.

“We hope that families up and down the country will have fun searching for our sofas and are looking forward to seeing how this impacts the business going forwards.”

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