Online retailer, Not On The High Street, has launched the first retail application in Europe for Apple's television streaming device.

The gift finder application is available on the App Store for the Apple TV and will allow customers to browse its entire range of products in a new format.

Smartphones, tablets and computers aside, Apple TV is the latest innovation from the technology giant, following the launch of Apple Watch earlier this year. In April, Asos was one of the first retailers to launch an app for the greatly anticipated watch, with features including product recommendations and alerts which complemented the small size of the screen.

Launching an app for Apple TV provides Not On The High Streetwith far more screen estate to show off its products from its creative small businesses partners. 

When customers wish to purchase a product found on the Not On The High Street TV app, they are presented with the option to 'push' the order to any other mobile device running the app nearby. The customer then checks out using the mobile app on their iPhone or iPad using its secure checkout functionalities.