Shop Direct’s mature brand Isme has unveiled Carol Vorderman as its new celebrity face as it vies to attract a more fashion-forward customer.

Isme retail director Jon Owen said that Vorderman would open a new customer base for its mature audience.

He said: “There’s an opportunity to become more fashion forward.”

Owen said Isme, which launched just over two years ago, was “going really well.” He said it had achieved double digit sales growth in the six months to December 31 and had posted a triple digit profits surge over the past year.

A poll of 1,000 Isme customers revealed that Vorderman was the most admired woman for her confidence, glamour and sense of style.

She will kick off her relationship with Isme when she appears in its £2m spring 2013 advertising campaign which launches on March 1 and runs for 11 weeks across TV, print, online and at

The ad has the tagline “Love this Little Number” as a nod to Vorderman’s association with numbers as the former presenter of Countdown.

Vorderman said: “I am often criticised for breaking the rules on dressing over 50, but I want to encourage woman to dress for their shape and sense of style rather than their age.”