Company History

The business now operated by Ideal Shopping Direct Plc has been in existence for over 25 years. Highlights in our history are set out below:

The 1980s

Business founded by Paul Wright and Val Kaye. Products sold by mail order through adverts in the national press and consumer exhibitions, in particular the Daily Mail Ideal Home Exhibition.

1992

Joint venture formed with the Daily Mail Group to launch a unique mail order catalogue distribution business, linked to the Ideal Home Exhibition. Business moved to Peterborough and call centre opened.

1999

Decision taken to launch TV home shopping channel, to take advantage of increasing carriage opportunities from digital broadcasting. Land purchased in Peterborough and a purpose-built property designed to incorporate offices, warehouse, call centre, TV studio and broadcast facilities. Company name changed to Ideal Shopping Direct.

2000

February - Successfully floated on the Alternative Investment Market.

17 April - “Ideal World” channel successfully launched on digital satellite, broadcasting 24 hours a day.

2001

6 March – Peterborough facility destroyed by fire. Ideal World back on air within weeks, operating from temporary facilities. Customers remained loyal and sales recovered.

2002

July – Ideal World launched on NTL Digital cable network (now Virgin Media).

September – Rebuilt facility in Peterborough fully operational.

2003

January – “Goldshield Vitality” channel launched on digital satellite through joint venture with Goldshield Plc.

18 April – “Create and Craft” channel launched on digital satellite, the first 24 hour channel dedicated to crafting.

23 August – Create and Craft website launched allowing consumers to buy and view the channel online.

2004

1 January - “Ideal Vitality” launched on digital satellite following withdrawal of Goldshield Plc, supported by its own website.

1 April – Jim Hodkinson appointed non-executive Chairman.
 
 23rd April - Ideal World commenced broadcasting on digital Freeview, expanding the potential customer base significantly.

2005

4 May – Val Kaye stepped down as executive Director, remains on Board as non-executive.

1 July – “Jewellery Vault” channel launched on digital satellite.

18 September – Andrew Fryatt appointed Chief Executive Officer, Paul Wright became executive Deputy Chairman.

19 September – Mike Camp appointed Finance Director.

2006

7 March – Paul Wright stepped down as executive Director, remains on Board as non-executive Deputy Chairman.

1 June – Superstore TV Limited acquired.

12 June – Susan Ellis appointed non-executive Director.

16 July – Jewellery Vault channel closed.

4 September – contract giving access to Freeview for Ideal World extended to 2018.

2007

26 January - Ideal World launched on Telewest cable (now part of Virgin Media).

3 April - Jim Hodkinson announces that he intends to step down.

1 May - Paul Wright resigned from the Board.

6 June - Val Kaye resigned from the Board.

13 July - David Williams succeeds Jim Hodkinson as non-executive Chairman.

23 July - David Blake succeeds Mike Camp as Finance Director.

2008

February - Ideal World voted “World’s Best Craft Channel” by readers of Crafts Beautiful, Let s Make Crafts and Quick & Crafty

June - Ideal Vitality channel rebranded as “Ideal World 2”

June - David Blake stepped down as Finance Director

July - Pam Aujla appointed as an executive Director

September - “Ideal World 3” channel launched on Sky Digital

October - Andrew Fryatt stepped down as Chief Executive Officer

November - Mike Hancox appointed a Chief Executive Officer

December - “Ideal World” launched on Freesat

2009

February - David Williams, Terry Donovan and Susan Ellis step down as non-executive Directors and are replaced by Paul Wright as Non-Executive Chairman and Valerie Kaye as a non-executive Director

March - Ian Jebson appointed Finance Director

March - Pam Aujla steps down as a Director

July - Create and Craft channel launched on Freeview

July - Graham Cole appointed as a non-executive Director

September - Create and Craft channel launched on Freesat

2010

January - Lead the Good Life aquired

March - Ideal Extra launched on Freeview 41, Ideal World 2 and Ideal World 3 rebranded as "Ideal Extra" and "Ideal & More"