As part of the deal they've kitted out the house (& maybe clothed the celebrities - although I'm not sure).
On the Very.co.uk site you can buy things you see in the house, arranged by area. For example the suitcases only cost £62.
Ads for Very are on the Channel 5 website, but as far as I know they're not allowed to use the association on TV. Dreams beds are also a sponsor, but they don't seem to be capitalising on it online.
I think this is very smart by Very, and sure to become a pretty standard part of TV economics. As far as I know this is the first time it's been done in the UK.