isme to sponsor ITV1’s Loose Women

Isme, the new online and home shopping brand is pleased to announce that it is to sponsor ITV1's award winning weekday show, Loose Women.

Isme is the new brand from Shop Direct Group, the UK's largest online and home shopping company and will provide wearable, affordable and stylish clothes for the fashion conscious 50+ female.

The Loose Women sponsorship will begin on 17th January 2011 and will last for two years.

ITV1's Loose Women, now in its eleventh year, gives a woman's view of the hot topics of the day. Filmed in front of a live studio audience, a rotating panel of presenters and top celebrities cast their eye over news and showbiz stories providing plenty of outspoken opinions and lively debate.

The sponsorship package was planned and negotiated by Krane Jeffery at Carat Sponsorship on behalf of Shop Direct Group and includes broadcast, online, interactive, mobile and licensing.

Gareth Jones, Retail Director Shop Direct Group, said: "isme and Loose Women are a perfect fit. The programme gives women a platform to show their individuality and talk about what's important to them in the same way that we hope isme does."

Kirsten Gillard, ITV Commercial said: "Loose Women is an iconic and award winning ITV daytime programme and one of our most sought after sponsorship opportunities. It is with great pleasure that we are able to announce that Shop Direct Home Shopping Limited will be the new partners of the show for next 24 months. The audience and the values of the show very much embody the target market and brand values of 'isme' making it the perfect launch partner. "

Krane Jeffery, who managed the deal at Carat Sponsorship, said: "Loose Women is an ideal fit tonally and audience wise for the launch of the ISME brand, the sponsorship will provide the perfect platform, across many touchpoints, from which t women's jackets o drive awareness of the unique ISME proposition."

isme is available from 2011, via the website http://www.isme.com.

For further information please contact:
Gayle Gilfoy
Communications Executive, ITV plc
gayle.gilfoy(at)itv(dot)com

Ann Bryon/ Gill Hart/ Cara Newton at Shop Direct Group on 0844 292 4799

Notes to Editors:

•     Shop Direct Group is the UK's largest online and home shopping retailer with sales of circa ?1.7 billion
•     The Group has 5m active customers across the business
•     Shop Direct employs around 9000 people
•     Brands include Littlewoods, Very.co.uk, Woolworths.co.uk, Littlewoods Ireland, Littlewoods Europe, Additions, Great Universal, Choice, K&Co , Empire Stores and Marshall Ward
•     We are the largest full price branded clothing and footwear retailer in the UK
•     We are the 2nd largest online clothing retailer in the UK
•     We are the 3rd largest bed and mattress retailer in the UK
•     We are the 4th largest sportswear retailer in the UK
•     We are the 5th largest electrical retailer in the UK
•     Shop online at http://www.littlewoods.com, http://www.very.co.uk or http://www.woolworths.co.uk

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