About us

Ideal Shopping Direct combines the power of television retail with a strong online presence to deliver a unique multi-platform approach that brings products to life.

Our history

From our 2000 flagship launch, to today's multi-channel, international enterprise.

Ideal World is launched

Our flagship channel first aired in April 2000, and continues to bring viewers more than 19.5 live hours per day of innovative products from fantastic brands.

Create and Craft is launched

The only dedicated channel to bring you specialist craft and hobby products launched in April 2003, providing a destination for dedicated crafters to find inspiration, education and world exclusive crafting brands and products.

Create and Craft USA is launched

In December 2014, the successful Create and Craft TV shopping format was launched in the United States, broadcasting to more than 40 million homes in America, and bringing Trans-Atlantic craft trends to the USA's $30 billion market.

New leadership

Following Aurelius' acquisition in December 2018, serial entrepreneur Jamie Martin joined as CEO, alongside development-driven COO, Martin Purcell.

Ideal Shopping partners with ITV

In August 2019 Ideal Shopping Direct broadened the reach of its two flagship brands to a brand new audience, thanks to a partnership enabling the simulcasting of broadcasts to premier and market leading entertainment channel, ITV.

Our culture

In a culture alive with passion, commitment and energy, talented teams come together to deliver a shopping experience for our customers, like no other.