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Company behind Ideal World about to be put up for sale?

Ideal Shopping Direct, owner of the Ideal World and Create & Craft shopping channels, is expected to be put up for sale for more than £200 million.

Sky News reports that the proposed sale comes four years after the company was taken private "for less than half" the current £200 million price tag.

75% of Ideal Shopping Direct is currently owned by Inflexion, while its management team own the remaining shares.

Ideal Shopping Direct operates four TV channels, two of which - Ideal World and Create & Craft - are broadcast on Freeview and Virgin Media, alongside Sky and Freesat.  Additionally, the group operates Ideal Extra and Create & Craft Extra on Sky and Freesat.

A focus on crafting, including card marking and knitting, is reportedly helping the shopping group's fortunes.

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