The company

Ideal is the leading independent multi-channel retailer, selling lifestyle and niche craft and hobbyist products to consumers through TV shopping channels, the internet and mail order catalogues. The TV channels broadcast to over 23 million households in the UK and operate on all available digital TV platforms. Four specialist e-commerce websites support the TV channels and are increasingly used as a customer acquisition and booking channel. The business also operates a wholesale distribution business supplying craft products to third parties in the UK and overseas markets.

Ideal employs over 500 people, who are mainly based at the distribution and broadcasting centre in Peterborough.

The investment

John Hartz, Tim Smallbone, Malcolm Coffin and Catherine Richards led the transaction at Inflexion, with John and Tim both joining the Board as Non Executive Directors.

Ideal Shopping Direct is a great example of the type of business Inflexion seek to invest in, being a market leader with a strong management team, operating in a growth sector. The convergence of the internet and TV shopping experiences are generating great opportunities for the business.

“I have enjoyed working with the Inflexion team as we have progressed this complicated deal. They have been committed to the transaction and I am excited at the prospects for Ideal Shopping, with the support of Inflexion.” Mike Hancox, Chief Executive, Ideal Shopping Direct.