2025 Celebrity Big Brother sponsor DUSK.COM, the UK’s fastest-growing online-only homeware retailer with a 52% increase in orders in the 2024 financial year, is making a strategic move into offline retail through a partnership with premium housebuilder, Story Homes.
The collaboration blends ecommerce convenience with experiential touchpoints, allowing customers to engage with the brand in a tangible home environment.
The partnership sees DUSK’s comprehensive full-home offering of luxury furniture, bedding, and accessories styled throughout The Spencer, a new view home at Story Homes’ Tithe Gardens development in Poulton-le-Fylde, Lancashire.
Visitors can explore the fully dressed view home, experiencing DUSK’s product quality first-hand – with discounts available on the full DUSK collection featured throughout the property.
READ MORE: ITV News lands Nicola Sturgeon exclusive ahead of memoir
This initiative follows significant growth for DUSK.COM, which fulfilled over 950,000 customer orders in the last financial year. With no physical showrooms of its own, this partnership signals the brand’s first long-term offline venture, designed to strengthen customer trust and deepen brand engagement through curated, real-world touchpoints.
Sian Guest, head of brand at DUSK.COM, commented: “We’ve seen exceptional growth over the past year, but we know that creating real-world moments is essential to building deeper customer trust – especially for an online-only brand. This collaboration with Story Homes is the first of several strategic moves for DUSK.COM, allowing customers to experience the quality of DUSK products firsthand. The considered design of a Story Home provided the perfect canvas to showcase our products in a natural, functional way.”
The Spencer forms part of Tithe Gardens, a sought-after development of two to five-bedroom homes featuring spacious interiors, private gardens, and high-quality finishes as standard. The three-bedroom view home offers flexible living space across two floors, including an open-plan kitchen, family and dining area, separate lounge, and en-suite principal bedroom. Its launch aligns with the next phase of the development, following strong demand for the initial release.
Richard Kitson, sales director at Story Homes North West, said: “The opening of The Spencer view home marks another milestone at Tithe Gardens, and we’re proud to be working with DUSK on this exciting collaboration. As we begin construction on phase two, this is a great opportunity for visitors to see the craftsmanship, detail and design that set our homes apart – both inside and out. DUSK’s furniture and styling really bring the space to life, showcasing how our layouts support practical, stylish living in a Story Home.”
The collaboration marks the start of DUSK’s wider strategic plan to expand its brand presence beyond digital, combining ecommerce strength with immersive, real-world activations that build brand visibility and customer confidence – by bridging the gap between online convenience and physical experience.
