UK stars aim to make cashback stylish with new retail site

A dozen of the UK's best-known female celebrities have teamed up on a new 'smart shopping' site TBSeen.com.

The concept offers cashback to online shoppers when they purchase through the site, with retailers including Asos, Gap, Nike and Ugg. Additional mid- to high-end fashion brands include Boden, Karen Millen, Desigual, Kurt Geiger and Banana Republic, while beauty names include Space NK, Clinique and Toni & Guy.

Fronted by former "X Factor" TV presenter Kate Thornton and dreamed up by Edd Royal, the concept aims to transform the idea of a cashback site from dated to stylish. Free of charge, the portal allows subscribers to get exclusive savings or financial reimbursement with each transaction.

Thornton has recruited a star-studded cast of 11 other stars to contribute to the project, including musician and designer Myleene Klass, former members of the musical group All Saints Shaznay Lewis, Melanie Blatt and Nicole and Natalie Appleton, and actress Denise van Outen.

In addition to acting as a shopping portal, TBSeen.com offers curated video content featuring the stars sharing style tips, discussing beauty buys and even teaching us how to pack a suitcase or travel with children. Each shopping category -- Style, Beauty, Home & Garden, Electricals & Tech, Health & Fitness, Food & Drink, Kids & Family, Travel, Entertainment, Money and Gifts -- includes tutorials, money-saving tips and gossip sessions. From favorite underwear styles to workout videos and book recommendations, the site aims to offer a comprehensive shopping environment with an ambience that falls somewhere between chat show and boutique.

The site is the latest development in the celebrity e-commerce relationship, which last year saw singer John Legend launch his own online styling venture and domestic goddess Martha Stewart joining 'Handmade at Amazon'.