TV and online shopping channel Ideal Shopping Direct has appointed Pamela Aujila to its board as commercial director.

Previously, Aujila was head of buying and merchandising for Ideal, responsible for sourcing products for its web site and three shopping channels: Ideal World, Create and Craft and Ideal Vitality.

Before joining Ideal Shopping Direct, Aujila was vice-president, retail, for Lego Company.

In the year to December 30, Ideal reported a 6.2 per cent fall in pre-tax profits to£5.8 million.