Home shopping group Ideal Shopping Direct has partnered with High Street TV so both can increase their exposure and audience reach.

Under the long-term agreement, High Street TV will showcase brand Ideal World’s best selling ranges across platforms including its TV channel, website and infomercials on other TV channels. The tie-up will also lead to Ideal World’s products being sold in retailers such as Asda, WH Smiths, Boots and BHS which dedicate in store space to High Street TV’s products.

High Street TV’s ranges will also be sold through Ideal World’s live shopping channels.

As part of the agreement High Street TV will exclusively represent Ideal World internationally.

High Street TV executive chairman Andrew Malcher said: “There’s a natural synergy between our companies which will enhance the way products are marketed and sold.”

Ideal Shopping Direct chief executive Mike Hancox said: “This partnership means we can open up new and exciting channels for our customers to access products where and when they want.  It means they’re going to be spoilt for choice – being able to shop via TV, online or in Argos or Boots, or any other retail partner, if they’d prefer.”

Ideal Shopping Direct, which operates channels including Ideal World and Create and Craft, launched The Deal Channel last month with 15 minute shows offering discounted goods.