Ideal Shopping Direct are pleased to announce the appointment of Richard Pennycook as Non-Executive Chairman.

Chief Executive Mike Hancox commented, “I am excited to be working with an executive with such an outstanding reputation in the retail and digital sectors.  Richard has a proven track record of success and will play an important role in continuing the growth of Ideal Shopping Direct.”

Richard Pennycook said, “Ideal Shopping Direct has established itself as a hugely innovative operator in the digital market.  It has successfully grown the Create and Craft TV channel in the UK and US, and I am very much looking forward to working with the management team and the company’s investors at Blackstone.”

Ideal Shopping Direct operates three live TV channels in the UK and the US and a number of pure play brands in the growing craft marketplace.  It was acquired by Blackstone in November 2015.

Richard Pennycook is the former CEO of the Co-operative Group and holds non-executive Chairman roles with The Hut Group, Fenwick’s department stores and Howden Joinery.


Mike Hancox

September 2017




About Ideal Shopping Direct

Ideal Shopping Direct operates live and pre-recorded channels across all the major UK TV platforms; Sky, Freeview, Virgin Media and Freesat as well as multiple internet sites, including, the UK’s leading knitting retailer. Its two principal divisions are Create & Craft and Ideal World.  ISD delivers a dynamic shopping experience selling specialty craft products to dedicated crafting hobbyists as well as home, leisure, health, beauty and fashion products.

Headquartered in Peterborough in the UK and with a growing operation in the US, the company has over 1000 employees and, through its TV networks, reaches over 26 million homes. The experienced management team is led by Mike Hancox, Chief Executive since 2008.

Ideal World TV is a leading interactive multichannel retailer offering a curated assortment of exclusive products and brand names, incorporating entertainment, inspiration, personalities and industry experts to provide an entirely unique shopping experience. Our award winning products and presenters can be found on Sky 654, Freeview 22, Virgin 747 and Freesat 812.

Create and Craft TV is a multi-award winning craft TV channel, with award winning presenters, broadcasting live from 8am to 10pm on channels Sky 674, Freeview 23, Virgin 748 and Freesat 813.


For more information, please contact:

Zoe Dwane

Ideal Shopping Direct

+44 (0) 1733 316984