Knitting boss is named for Peterborough TV shopping channel

Kristine Kirby, the new chief executive of knitting retailer Deramores.
Kristine Kirby, the new chief executive of knitting retailer Deramores.
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Peterborough-based Ideal Shopping Direct has named a new chief executive for its leading knitting retailer.

The firm has appointed Kristine Kirby as the boss of the Kent-based Deramores, which employs 27 people.

Deramores is the UK’s number one online retailer of knitting yarn, wool, patterns, needles and other knitting and crochet accessories.

It was founded in 2010 and stocks the biggest range of knitting yarn and patterns in the UK with more than 100,000 items from leading brands, including Sirdar, King Cole, Stylecraft and Rowan yarn.

Ms Kirby’s career has included e-commerce and multichannel director roles at Hackett, Lipsy, Monsoon Accessorize, Fat Face and also MD Europe with zulily.

Mike Hancox, chief executive of Ideal Shopping Direct, in Newark Road, said: “Kristine is one of the top digital talents in Europe and her passion for knitting is infectious.

“She set up, ran and sold a knitting business in the USA, is herself a keen knitter and she will be a great advocate of the Deramores brand.

“We could not have attracted a more suitable candidate.”

“Her track record speaks volumes. I am excited that she will be joining us to oversee our website developments.”

Ms Kirby said: “I am delighted to be joining the team.

“The business is growing and well positioned in the market and it is definitely an exciting time to join.

“I am genuinely passionate about knitting and this is a dream role for me, where I can combine this passion with my digital experience and customer focus and to make Deramores the go-to site for all things knitting related.”