Gadget retailer Firebox has signed a £850,000
equity-for-airtime deal with Channel 5 broadcasting.
The deal, which will give Channel 5 a small minority stake in the
company, marks the first TV advertising undertaken by Firebox since its
launch in 1999.
Channel 5 will air 30-second ads themed around gadgets that have yet to
Firebox has also extended its high-street presence by signing a deal
with Warner Brother Studio stores, which will give Firebox a concession
in its retail units throughout the country. Warner Brother Studios also
has concessions from ice-cream makers Ben and Jerry's and coffee shop
Firebox will be given a branded area in the stores, which will feature
30 of its best-selling products and customers will be allowed to play
with the products.
"This is an important deal for us and further reinforces our ambitions
as a multi-channel retailer," said Michael Smith, chief executive of
"We are in discussion with a few other major UK high-street chains and
see this as a successful direction."
Firebox broke even during the third quarter of 2001 and is scheduled to
turn a profit for the full calendar year.