A North Yorkshire-based TV home shopping channel has won exclusive UK retail distribution rights to Zumba, the Latin-American dance-fitness craze. It is expected to yield £5 million in sales this year.

Rights to the Zumba product, a four-DVD package with toning sticks, have been awarded to Harrogate-based High Street TV by the US manufacturer, with the roll-out of the campaign supported by Yorkshire Bank’s West Yorkshire Financial Solutions Centre (FSC) through its Investing For Growth initiative.

In another major move, High Street TV, which was founded in 2008 by directors Andrew Malcher and Jim Coleman and broadcasts 24/7 on Sky Channel 648, has signed up national retailer BHS to trial an As Seen On High Street TV concession in its 180 outlets nationwide.

The company, which films from a Los Angeles studio and has household names including Alex Gerrard and Danielle Lineker as product ambassadors, offers a combination of selling goods through its TV channel, the High Street TV website and through partnerships with retailers which stock its products so customers can buy them locally.

Together with health and home fitness products, High Street TV also sells homeware, cosmetics and DIY products through partner retailers including Tesco, Argos, Next and John Lewis.

Jim Coleman, chief executive of High Street TV (Group), said: “Zumba is phenomenally popular. UK retailers are inundated with requests from shoppers seeking out a copy.

“Securing rights demonstrates that a growing number of high-volume manufacturers recognise the power of TV and online shopping. We are already selling several thousand Zumba DVD packages a week and estimate that it will add £5 million to our company sales during the initial phase of this craze.

“Stock-flow finance is crucial for large-scale retailing. Yorkshire Bank first provided this facility for our peak trading season that enabled us to sell over 150,000 fitness products at retail in a three month period. We are pleased to have reached a national agreement with BHS on top of our current 1,700 UK outlets and are talking to several other household- name retailers.”