TV and online shopping retailer in Peterborough celebrates 21st birthday

The shopping TV channel and website, based in Newark Road, where it employs 615 people, is taking a step back into the 80s with a week-long promotional extravaganza for customers.

Ideal, which can trace its origins back to the 1980s when it was a mail order catalogue business, first appeared on the nation’s TV screens in April 2000.

Since then the business has transformed into a leading operator online and across social media.

Its 21st birthday week runs on TV and online until March 22 at 9pm, and will involve offers across all Ideal World’s category ranges, from fashion and beauty, to home and technology.

Presenters will share details of the promotions while dressed to impress in 1980s clothing and the studio has been transformed into a modern 80s disco-inspired set complete with neon lights, glitter walls, tassel garlands and a twirling disco ball.

Behind the scenes, Ideal World staff will be celebrating the week in a series of themed virtual parties, including a fancy-dress competition.

Over the last two decades, the company, which last year reported profits of £6.5 million, has seen many changes and especially so during the covid pandemic.

But chief executive Jamie Martin said: “We continue to see exceptional growth year on year with key categories like fitness, home and gardening and leisure performing particularly strongly as consumer habits have shifted since the pandemic.”

“Over the past year notable trends have been consumers investing more in themselves and their homes - in turn buying products like home fitness equipment, kitchen accessories and garden lifestyle products - as the outdoors becomes an extension of their indoor living space.”