A new home shopping website that offers three-year guarantees on electrical goods, free removal and free installation, was launched this week.

Called helpful.co.uk, the site sells branded goods such as Hotpoint, Zanussi, Sharp and Aiwa with guarantees underwritten by Cornhill Insurance.

The site will be advertised in national media, and supported by a call centre.

Helpful co-founder, Eddie Styring, said: “We realise that many consumers will need reassurance when they are making a major domestic purchase – particularly when they are using the web – and this reassurance comes via telephonic support at the call centre.”