Simon Harrow has turned his back on traditional retail after quitting Morrisons and is to head a start-up funded by digital incubator Haatch.

Harrow, one of the UK’s brightest digital stars, who was formerly part of the multichannel team at Morrisons, will rejoin his former Kiddicare colleagues, including chief Scott Weavers-Wright, who set up digital incubator Haatch after leaving the Bradford-based grocer.

The details of the start-up are yet to be revealed but Harrow has been brought in for his digital and innovation expertise and will build a team around him.

Harrow has created and developed digital strategies for businesses including, Hilton and William Hill, before helping to build Kiddicare into one of the leading ecommerce companies in the UK.

Harrow quit Morrisons earlier this month, as revealed by

Harrow said: “It’s a pleasure to be back working with the team that made Kiddicare such a success and I’m looking forward to the new challenge that Haatch offers me in addition to announcing a new start up in the coming months.”

Prior to Kiddicare’s acquisition by Morrisons in 2011, Harrow was chief operating officer at the etailer.

Haatch was founded by Weavers-Wright, his wife Elaine and former Kiddicare and Morrisons digital executive Fred Soneya in October 2013 after the trio recognised the lack of support digital start-ups often receive.

Haatch works with chosen innovators to provide practical help, guidance and expertise alongside the required capital investment.

Weavers-Wright said: “We’re delighted to have Simon on board. I know how well the rest of the team and Simon work together from our days at Kiddicare so it’s an exciting time for Haatch and Simon’s a great asset to have as we plot our future success.”