The highly regarded Swann, widely credited for turning around WHSmith during her tenure and most recently chief executive of transport food specialist SSP, arrives at Moonpig as its sales hit £100m, Sky News has reported.

Swann told the broadcaster: “I am delighted to be joining Nickyl [Raithatha, Moonpig chief executive] and the Moonpig team and look forward to working with them to build on the many opportunities the business has.”