Buyer found for Ideal World


The Ideal World buying chain has been sold to a pan-European investment firm.

Aurelius Alpha Limited bought the retailer from the previous owner Blackstone. Financial terms of the deal were not disclosed.

The company operates two home shopping chains, Ideal World and Create & Craft, which have operations in the UK and US. It is based in Peterborough, where its broadcast facility is located next to the distribution center.

Tristan Nagler, Managing Director of Aurelius UK, said: “Ideal Shopping Direct is a dynamic company with a loyal customer base, an established infrastructure and a strong position in two distinct and growing home shopping markets; crafts and general merchandise, presenting a compelling investment opportunity for Aurelius. We look forward to working alongside ISD’s experienced management team to provide the operational and financial support necessary to help the company realize its potential.

Aurelius intends to work with the company’s existing management team to implement a company-wide transformation program and increase its profile in the UK.

Bill Adams, CEO of Ideal Shopping Direct, said: “We are very pleased to partner with Aurelius, an investor with a proven track record in the craft, home shopping and omnichannel retail space. His operational expertise and hands-on approach will greatly benefit ISD as we seek to reposition our business and achieve our growth goals going forward. “

Aurelius Group is a pan-European asset manager with offices in Munich, London, Stockholm and Madrid.


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