935% above average GMV in 100 days — launching homeware brands on TikTok Shop

Introduction

Ultimate Products is one of the UK's largest homeware providers, selling under heritage brands like Salter, Giles & Posner, Beldray, and Kleeneze. Strong in traditional retail, but untapped on social commerce.

Problem

Ultimate Products wanted to leverage their individual brands' equity on TikTok Shop and reach a previously untapped audience. The challenge: selling a wide, varied range at strategic price points without diluting individual brand identities.

Approach

We launched "Home of Brands" — a unified TikTok Shop presence designed to house the full portfolio under one roof. The positioning treated TikTok Shop as a discovery and impulse channel rather than a direct competitor to traditional retail, protecting the individual brands while giving the portfolio a coherent social commerce identity.

Solution

A content engine built around shoppable video, live selling, and an affiliate programme that grew to over 70 high-performing creators — five of which TikTok identified as Star Creators. Affiliate GMV grew 5,953% in just four months. The shop was activated with a mix of shoppable content, affiliate amplification, and TikTok's ad tools. Performance was optimised daily, with particular intensity around Black Friday where ROAS increased 450%.

Results

935% above average homeware seller GMV. 4.61% CTR vs 1% industry average. 120% higher ROAS than TikTok norm. 4,000 sales in 100 days. 2,201% increase in GMV across four months. 450% increase in ROAS during Black Friday.

Impact

From standing start to category leader on TikTok Shop in 100 days ‚ a blueprint for how established retail brands should approach social commerce.