Channel 4 Ventures invests £3M in Vinterior, Europe's top second-hand furniture marketplace

Channel 4 Ventures, the consumer investment arm of Channel 4, has secured a £3 million investment in Vinterior, Europe's leading premium second-hand furniture marketplace. This media-for-equity deal will allow Vinterior to reach the significant audiences of popular Channel 4 shows featuring home improvement themes, such as Grand Designs.

Channel 4 Ventures has a history of investing in home and furniture businesses, having previously included companies like Purple Bricks, Swyft, MyBespokeRoom, Coat Paints, Rated People, and Get Agent in its portfolio. This new investment supports Channel 4’s broader strategy to diversify its revenue streams as it transitions to a digital-first public service streamer, as outlined in its Fast Forward Strategy.

Vinay Solanki, Head of Channel 4 Ventures, expressed enthusiasm about the deal, stating, “We’re leading the way in showcasing the potential of media-for-equity for brands, and we’re proud to now invest in a business which is a leader in its field. Viewers tune into Channel 4 for plenty of shows where furniture is a key focus – our audience appreciates pre-owned home items more than most. This deal is another example of how we can deliver commercial impact for businesses that team up with us.”

Sandrine Zhang Ferron, Vinterior Founder and CEO, also shared her excitement, saying, “We've had great success from above-the-line advertising in London over the last year and I can't wait to take Vinterior to TV in the Autumn. It will allow us to increase our awareness and position Vinterior as the destination for buying and selling pre-loved, quality furniture to people beyond our current London focus.”

Channel 4 Ventures is the leading consumer venture capital investor that reinvests returns into Channel 4. The fund is a pioneer of the media-for-equity investment model in the UK, investing in consumer companies from seed to pre-IPO stages by utilizing Channel 4’s advertising space in exchange for equity stakes. This funding round brings the total funds raised by Vinterior to £15 million, with other investors including Active Partners and Venrex.

Established in 2015, Channel 4 Ventures aims to enable consumer companies to scale more rapidly by leveraging the reach of mainstream media platforms like TV and VOD. The fund has completed over 50 deals, backing companies such as what3words, Oddbox, Purplebricks, Pinterest, Crowdcube, Carwow, Raylo, and Swyft. Channel 4 Ventures plays a crucial role in Channel 4’s revenue diversification strategy, seeking to reduce the broadcaster's reliance on traditional advertising revenues. Profits from the exits of Channel 4 Ventures equity stakes are reinvested into the creative ecosystem.

Channel 4 itself is a unique entity in the broadcasting world. Publicly owned yet commercially funded, it generates significant cultural, economic, and social impact across the UK without any cost to taxpayers. Its remit, set by Parliament, focuses on representing unheard voices, challenging with purpose, and reinventing entertainment. For over 40 years, Channel 4 has been a British success story, engaging generations of young people through its distinctive content.

In 2024, Channel 4 launched its Fast Forward strategy to transform into an agile, digital-first public service streamer by 2030. This strategy aims to adapt to the generational shift in TV viewing, elevating Channel 4's impact across the UK and distinguishing it in a crowded market. From its bases in London, Leeds, Manchester, Bristol, and Glasgow, Channel 4 is committed to increasing its regional impact and addressing skills gaps through initiatives like 4Skills, which invests £5 million annually in training and development, set to double to £10 million by 2025.

Vinterior, on the other hand, is a design-led marketplace dedicated to changing the future of the furniture industry by making it easy to buy and sell pre-loved pieces. This approach supports sustainability and allows customers to find unique, high-quality furniture and homeware items. With a network of over 2,000 professional vintage and antique dealers, Vinterior ensures a consistently high-quality inventory, catering to various styles from mid-century to contemporary.

This investment will enable Vinterior to further its mission and reach a broader audience, positioning itself as the go-to destination for premium pre-loved furniture across Europe.

‍