IDEAL WORLD CONTINUES TO PROFIT FROM NICHE PRODUCT CATEGORIES AND INTRODUCES PETS TO THE MIX

Ideal World, one of UK’s largest home shopping channels, is attributing an increase of 10.5 percent sales for the 21 weeks to 31st May 2010, as part of a continued niche product category strategy and today reveals plans to expand into another specialist sector – pets. Chris Palmer-Smith has joined Ideal World as MD of the newly created pets division, animalbargains.com. Chris, formerly a senior buyer at Pets at Home, has been appointed to lead the success of the pets business. Says Mike Hancox, CEO; ‘I see pets as being another interesting niche business that will appeal to our database of customers and suit TV shopping. Chris has a good track record in Pets and a strong retail background. We are positive this will be a strong performer for Ideal World.’ Since the acquisition of GardenBargains.com in January, sales in gardening are up 50 percent year on year. Craft sales are also up 22.8 percent for the period, proving that Ideal World manage to grow, but continue to specialise well. Hancox continues; “The growth of niche categories in 2010 is helping to expand the growth of Ideal World. This our 10th year in business and the start of an exciting new decade. We’re very pleased with the results and excited about the new business ventures. Above all we want to add value and offer something the customer cannot buy anywhere else.” Further celebrity tie-ins have been launched additionally. Alison Hammond of This Morning and Big Brother, is presenting on the Ideal World, as the face of a range for Yours Clothing, a plus-sized womenswear label. Initial sales have been extremely strong and the range is currently best selling womenswear at Ideal World. Expanding niche product categories and keeping the competitive edge in terms of building a rapport with the viewer via expert, compelling visual sales techniques has allowed Ideal World to become the fastest growing shopping channel in the UK. - ends - For further information: Liz Ashford / Vicki Snow 020 7 631 1805 Liz @snowpr.com / vicki@snowpr.com Notes to editors: Ideal Shopping Direct is one of the UK's leading home shopping retailers, selling via its TV channels and the internet. Its main channel, Ideal World, is broadcast on the rapidly expanding Freeview platform as well as on Sky, Virgin Media and Freesat. It has three other channels on Sky, 'Ideal Extra', 'Ideal & More’ and 'Create and Craft'. ‘Ideal Extra’ and ‘Create and Craft’ are also on Freeview. ‘Ideal World’ offers a broad selection of general merchandise with six product categories, led by Home, Leisure and Craft along with Fashion, Health & Beauty and Jewellery. ‘Ideal Extra’ focuses on Gardening and related outdoor product, Home and Leisure including selected Ideal World repeats. ‘Ideal & More’ repeats selected shows of Ideal World. ‘Create and Craft’ is a niche channel selling craft products. Ideal's transactional websites www.idealworld.tv and www.createandcraft.tv carry a live web stream of the TV broadcasts and offer a wide selection of products sold on TV as well as web only deals. www.gardenbargains.com offers a range of gardening products. For more information see www.idealshoppingdirect.co.uk