Morphy Richards

Built from Scratch, Built to Scale. The Morphy Richards Affiliate Growth Story

For those with only 30 seconds, this is what we achieved:

+38% YoY revenue growth
+44% YoY increase in affiliate traffic
36% of total affiliate revenue driven by newly recruited partners
Affiliate contribution maintained at 20% of total ecommerce revenue
Commission costs increased by just 17% while revenue scaled by 38%
Peak trading in November reaching +83% over target
33 new partners onboarded across cashback, loyalty, content, CSS and closed user group activity

The programme became a core driver of Morphy Richards’ DTC growth strategy, balancing efficient performance with partner diversification, full-funnel coverage and strong cross-channel collaboration.

About Morphy Richards

Morphy Richards is a long-established UK household brand that underwent a significant transformation in 2023, launching its first-ever direct-to-consumer website and reshaping its commercial model. To support this shift, the brand partnered with Silverbean to launch and scale its affiliate programme alongside the new DTC site.

What was the challenge?

Morphy Richards underwent a major business transformation in 2023, launching its first-ever direct-to-consumer website and evolving beyond its traditional retail-led model. Alongside the ecommerce launch, the brand partnered with Silverbean to build and scale an affiliate programme from scratch.

Unlike mature programmes inheriting years of partner activity, this required building channel foundations while simultaneously supporting a growing DTC business with limited SME resources and evolving revenue forecasting. The challenge was not simply driving sales, but creating a sustainable affiliate strategy capable of scaling alongside a rapidly changing ecommerce operation.

The affiliate programme needed to:

Drive profitable year-on-year growth
Support awareness, consideration and conversion across the full customer journey
Diversify beyond heavy reliance on cashback and voucher partners
Maintain efficient commission and budget control
Integrate seamlessly with wider ecommerce, PR and product launch activity

With more than 300 products launching throughout 2025, affiliate needed to operate as an embedded performance channel rather than a standalone tactic.

What was our solution?

Silverbean and Morphy Richards worked as one team from launch, embedding affiliate into the wider DTC growth strategy from day one.

Using Silverbean’s Progression Model, the programme was built around scalable growth stages, allowing the team to focus on:

Sustainable partner diversification
Full-funnel customer journey coverage
Smarter forecasting and optimisation
Controlled commission management
Incremental revenue growth

Weekly pacing calls ensured performance remained aligned to targets while enabling quick tactical decision-making throughout key trading periods.

Building a scalable affiliate foundation

The delivery strategy combined proactive optimisation with structured BAU management, including:

Quarterly promotional bookings across cashback, loyalty and closed user group partners
Monthly outreach to editorial and content publishers
Quarterly partner gap analysis and recruitment planning
Internal collaboration across Silverbean vertical teams
Ongoing partner relationship development through showcases and industry events

To strengthen upper-funnel visibility, the team secured affiliate placements within reviews and buying guides, including The Independent’s “8 Best Soup Makers” article.

The programme also focused heavily on diversification beyond traditional affiliate activity. New partners including Airtime Rewards, GoCertify, Sovendus and Intent.ly were recruited to strengthen full-funnel coverage and support sustainable long-term growth.

Aligning affiliate with wider marketing activity

Cross-channel collaboration became a key part of delivery. Quarterly alignment sessions with the external PR agency ensured affiliate could amplify product launches and media moments through CPA opportunities and publisher relationships.

This secured coverage across publishers including:

Ladbible
Yours Magazine
Made for Mums

The team also implemented targeted promotional activations to maximise trading opportunities. During a summer heatwave and the launch of the new air cooling range, a boosted code strategy with a closed user group partner delivered a significant uplift while maintaining strong ROI efficiency.

Driving efficient growth through smarter optimisation

Rather than relying heavily on tenancy investment, the programme focused on efficient scaling through partner activation, commission control and tactical promotional alignment.

Weekly performance reviews allowed the team to react quickly to trading trends, identify new opportunities and optimise activity around key seasonal moments including National Coffee Day, Black Friday and major product launches.

This approach allowed Morphy Richards to scale affiliate sustainably while maintaining strong profitability and partner diversity across the programme.

What results were achieved?

The affiliate programme became a major contributor to Morphy Richards’ DTC growth strategy in 2025, delivering strong year-on-year growth while maintaining efficient budget management.

Key performance highlights

+38% YoY increase in affiliate revenue
+44% YoY increase in affiliate-driven traffic
Peak November trading reaching +83% over target
Commission costs increased by only 17% while revenue grew 38%

The programme delivered sustainable growth without relying on large tenancy investments, demonstrating strong efficiency within SME budget constraints.

Partner performance highlights

Closed user group activity: +10% YoY
Cashback partner growth: +32% YoY
CSS partner growth: +9% YoY and +19% YoY
Premium subnetwork growth: +582% YoY

Recruitment impact

Partner diversification became a major growth driver:

33 new partners onboarded
12 revenue-active partners
19 click-active partners
36% of total affiliate revenue generated by new partners

Standout activations

A boosted code activation aligned with the summer heatwave and air cooling range launch delivered:

+87% PoP revenue growth
ROI exceeding 660%

Black Friday activity with a CLO partner also drove strong incremental performance, including:

+251% PoP uplift
+131% increase in sales

Together, these results positioned affiliate as a trusted, scalable and fully integrated growth channel within Morphy Richards’ wider ecommerce strategy.