New owner of Ideal World TV in Peterborough says staff are essential and pledge to stay in town

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Ideal Home live shopping chain studios in Newark Road, Peterborough EMN-210719-231507009

Entrepreneur and investor Hamish Morjaria has pledged that the long-established Newark Road-based business, where it has 250 employees, will stay in the city and benefit from future investment.

He said: “Ideal World TV has a long history in Peterborough. The team is a key part of what makes this company so good. We took all the Ideal World TV employees and also a lot of those who were in the larger group shared services.

“It was an important consideration for us to engage with as many people as possible. We will continue to invest in the region.

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Hamish Morjaria.

Mr. Morjaria, who has held leadership positions in global technology, distribution, wholesale and retail companies and most recently as President of the Food and Beverage Ordering and Payment Application drinks on site FETCH, bought Ideal World for an undisclosed sum from an equity management company. Aurelius Equity Opportunities.

He said: “It’s a unique proposition. Buyable content is something many brands and retailers are investing in right now.

“Ideal World TV has the talent, infrastructure and experience to create long-form and short-form content for broadcast and streaming channels.”

Outlining his hopes for Ideal, Mr Morjaria said: “I will build on Ideal World TV’s 21-year legacy, bringing new brands and offers to our customers through home shopping and expanding our capabilities to do the same on social media and streaming channels.

The sale of Ideal World comes a month after its sister brand, Create and Craft, which together made up Ideal Shopping Direct, was sold to Hochandra Global, of Oundle.

Hochandra Global was established in 2015 by Paul Wright and Valarie Kaye, who together founded Ideal World in 2000 before selling the business 11 years later.

A row broke out between Ideal Shopping and Hochandra three years ago after the owners of Hochandra claimed to have found rude words addressed to the business in a Create and Craft puzzle book.

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