Ideal Shopping Direct has appointed former Otto UK chief executive Michael Hancox as chief executive.
Michael Hancox will take up his position on November 3.
Hancox was responsible for operations in the UK, Ireland and Spain at Otto, where he worked for three years.
Hancox was also previously chief operating officer at Littlewoods Shop Direct Group.
Ideal Shopping Direct chairman David Williams said: "I am delighted to announce Mike's appointment as chief executive of Ideal and very much look forward to welcoming him to the board. His extensive experience particularly of home shopping, internet retailing and supply chain management will be invaluable to the company's development going forward."
Hancox added: "Multi channel retailing is an exciting area and I expect Ideal Shopping Direct to play a significant role in the development of the home shopping market in the future. I believe that the skills already in place at Ideal and the market opportunity will enable the company to make significant progress and create real shareholder value."