Stacey Solomon’s brand deals: From REHAB partnership to Primark and Asda as she says some have ended
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Stacey Solomon has built an impressive portfolio of brand partnerships over the years, and although she launched her career as a singer she’s now made a name for herself in the fashion and beauty industry, and more.
Stacey Solomon has become something of a household name, not just thanks to her television career, but also through her collaborations with some of the UK's biggest high street brands.
Stacey, who is now a 37-year-old mum-of-five, shot to fame in 2009 when she auditioned for ITV singing contest The X Factor, then aged 19. Her bubbly personality, distinctive voice and down-to-earth charm quickly made her a fan favourite, and she finished in third place behind Joe McElderry and Olly Murs.
The following year, she returned to television screens as a contestant on ITV’s I'm a Celebrity... Get Me Out of Here!, where she was crowned Queen of the Jungle. This is when viewers got to see more of her personality, which helped establish her as a household name. This paved the way for a hugely successful career spanning television presenting, music, books and brand partnerships.
From designing affordable children's clothes and homeware collections to fronting jewellery and beauty campaigns, the former X Factor star has developed a strong commercial presence alongside her work on BBC lifestyle show Sort Your Life Out, as well as her own fly-on-the-wall documentary with husband Joe Swash.
In the latest episode of that documentary, Stacey & Joe: In Too Deep, the star opened up about how some of her work commitments have changed, as she and Joe threw themselves into his ambitious plans to transform a lake into a fishery and glamping business.
The episode saw Joe enlist Stacey to help manage the project, knowing that her organisational skills could be exactly what he needed. It came at a time when Stacey told cameras she had been reassessing her own workload, with some of her existing contracts having come to an end.
So, what brands has Stacey worked with, which partnerships are still active, and which have reached their conclusion?
REHAB.
In late 2023, Stacey joined female-founded haircare business REHAB. as an official business partner and investor, having already been a customer and supporter of the brand.
Founded by best friends Vicky Ellis and Anastasia Tozer, REHAB. specialises in haircare and accessories designed to make hair routines easier. Her involvement has coincided with the brand's retail expansion, including launches at Selfridges, Boots and 150 Sainsbury's stores in 2025.
She frequently promotes that brand’s products on her Instagram page, including most recently the REHAB Black Friday promotion.
Abbott Lyon
Another major name associated with Stacey is Abbott Lyon, the personalised jewellery and accessories retailer, which she became an ambassador for in 2022.
The partnership began with campaigns around Valentine's Day and Mother's Day. It was subsequently extended to cover the brand's Autumn/Winter and Christmas collections in 2023, before being re-contracted for future years.
Stacey has also been involved in designing jewellery with Abbott Lyon, with pieces reflecting personal memories and important moments. In March this year, the brand launched their lastest collection with Stacey, the Confetti Collection.
Primark
One of Stacey's longest-running high street relationships is with Primark, where she has become particularly well known for her children's clothing collections. This makes sense as Stacey has three young children with Joe; seven-year-old Rex, Rose, five and Belle, aged three.
Stacey first teamed up with Primark in 2018 and has since created numerous collections, including womenswear ranges and children's collections. Her designs have included babywear, pyjamas and matching family clothing, drawing on her experience as a mum of five. Stacey also has teenage sons Zachary, aged 18, and 14-year-old Leighton, with two previous partners.
The partnership is still going strong. In March 2026, Stacey launched another Primark collection, featuring matching family pyjamas, pastel clothing, babywear and spring-inspired pieces.
Stacey also champions general Primark products, most recently wearing a Primark co-ord for an appearance on BBC’s The One Show.
Asda and George Home
Stacey's relationship with George Home at Asda has seen her turn her love of interiors into a commercial collection.
In August 2023, Asda announced an exclusive partnership with Stacey, launching her first homeware collection, At Home with Stacey Solomon.
The original collection contained more than 200 pieces spanning bedding, bath, dining, living and accessories. It featured details inspired by her former home Pickle Cottage, including olive leaf prints and motifs of her dogs Peanut and Teddy.
It has since become an ongoing seasonal collaboration between Stacey and Asda, with the star working alongside George's in-house design team.
The partnership was still active in January 2026, when Asda announced her Spring/Summer collection. The 225-piece range included new hydrangea designs across bedding, towels, vases and dinnerware. There wasn’t a new collection for Autumn/Winter 2026, but there has been no official comment from Stacey or Asda about whether or not the partnership between them still remains.
InTheStyle
One of the clearest examples of Stacey actively stepping away from a brand partnership is InTheStyle. She joined the online fashion retailer in 2021, designing clothing and accessories collections.
However, in September 2024, Stacey revealed that she had filmed her final collection with the brand. She wrote: "Throughout this year I've thought a lot about work/family balance & things that have needed to be prioritised."
She went on to explain that she had decided to say goodbye to InTheStyle, although it had been a “dream come true”, so she could give more of herself back to her family.
Wild
Stacey has also been involved in promotional campaigns for refillable bodycare brand Wild after she was announced as a brand ambassador in April 2024. In July 2026, Wild's co-founder confirmed that the business had spent hundreds of thousands of pounds on campaigns with Stacey.
Dulux
Stacey's love of home improvements has also led to a partnership with Dulux. In January 2024, she was announced as the brand's ambassador for its Colour of the Year campaign and featured the brand extensively alongside her Channel 4 television series, Stacey Solomon’s Renovation Rescue.
Bensons for Beds
Before her more recent homeware collaborations, Stacey was named the first major brand ambassador for Bensons for Beds in August 2020.
It is another example of how brands have tapped into Stacey's appeal as someone who regularly shares her family life and home-related interests with followers. The collaboration between Stacey and the brand ended one year later, in August 2021.
Other brands
Stacey also actively promotes many brands on her Instagram page, and via her Amazon Storefront, although she is not an active brand partner or ambassador for them.
Brands she frequently expresses her love for are SharkNinja, Garnier, Karcher and Medicube.