Online bathroom retailer Victoria Plum has revealed TV and radio presenter Helen Skelton as its first ever brand ambassador.

The deal is the first celebrity brand partnership for the Doncaster-headquartered company which has an annual turnover of £103m and employs around 400 people.

Hele Skelton is known for hosting BBC TV shows Blue Peter and Countryfile and is currently starring in Strictly Come Dancing.

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As brand ambassador for Victoria Plum, she will get involved in a range of activities. including community and sustainability projects, content marketing, social media and events.

Speaking about the partnership, Helen said: “Making home improvements is something I’ve long had a personal interest in which means I understand the hopes and expectations of Victoria Plum’s customers.

“I also know it’s a progressive business that’s dedicated to providing a great customer experience and delivering a beautiful end result.

“It feels right for me to partner with Victoria Plum because I like the people, products and the way they successfully go about helping make customers achieve their dream bathrooms.”

Established in 2001, Victoria Plum offers more than 13,000 bathroom products, has a 275,000 sq ft distribution centre and its own logistics fleet, and provides a design and installation service.

Chief executive of Victoria Plum Paul McClenaghan, said: “We have been considering appointing a brand ambassador for some time and Helen was always top of our list.

“Her down-to-earth nature, relatability and warm personality fits perfectly with Victoria Plum’s values and makes her the ideal person to partner with.

“We have lots of exciting plans with Helen and we can’t wait to get started on implementing them.”

The brand ambassadorship forms part of Victoria Plum’s ongoing business transformation since the business was acquired by Leeds-headquartered private equity firm Endless three years ago.