ITV confirms second series of How To Clean Up For Cash with Josie Gibson

ITV has today confirmed the return of How To Clean Up For Cash, its hit Ad-Funded Entertainment (AFE) series, in a continued commercial partnership with Vintage.com, the managed resale service previously known as Vintage Cash Cow that makes it simple to sell unwanted items in one go.

The series will be produced by MultiStory Media (part of ITV Studios), with ITV’s BE Studio, the expanding brand funded entertainment studio. The recommission follows a standout debut run that drew an average audience of 1.5 million viewers (peaking at 1.8 million for its launch episode), proving how strategic brand-funded content can draw in audiences whilst having targeted commercial impact.

With UK homes estimated to be sitting on £32 billion worth of unused items, and over 60% of people reporting frustration with household clutter, presenter Josie Gibson is back on the mission to help people reclaim their space and turn clutter into cash as the hit series returns next year.

Host Josie Gibson said: "I am so excited that How to Clean Up for Cash is coming back for a second series on ITV! I loved helping people reclaim and transform their homes in Series 1. The excitement of discovering hidden treasures and being able to offer people thousands of pounds for possessions they'd been holding onto for years was incredible. I can't wait to go even bigger for Series 2—so if you know someone whose clutter has taken over and who deserves a fresh start, make sure to nominate them!"

Kate Teckman, Head of Development & Commissioning Editor, Factual Entertainment ITV said: “This is such a fun format with a heart of pure gold. I cannot wait to see the brilliant Josie Gibson get her calculator out again and turn more British households clutter into cash.”

Anita Markic, Chief Marketing Officer at Vintage.com, said: “The first series showed just how much value is quietly sitting in homes across the country. Viewers may know us as Vintage Cash Cow, and while we’ve since become Vintage.com, the idea is the same: one box, one offer, and our specialist appraisers take care of the rest. We’re delighted to be back with ITV, Josie and MultiStory for Series 2."

Jason Spencer, Business Development Director at ITV added: "We are thrilled to bring How to Clean Up for Cash back to ITV alongside our partners at Vintage.com. This recommission proves the power of innovative ad-funded entertainment. Bringing together brilliant talent, a commercial partner, and an authentic narrative that feels natural, useful, and genuinely rewarding for our viewers."

Simone Haywood, Creative Director, Multistory Media said: "We were thrilled by how viewers embraced the first series, proving that so many of us are sitting on hidden treasures without even realising it. Josie has a magical knack for turning domestic chaos into life-changing cash, and we can’t wait to bring more heartwarming transformations, big valuations, and joyful clutter-clearing moments to ITV for another series."

How To Clean Up For Cash is distributed internationally by ITV Studios.