Kitchen & Dining
The biggest chopping board brand in the UK. An affordable yet premium kitchen brand for those who want to elevate their cooking experience.
Enquire
The online retail experts
Family-run since 1977. Nine brands of our own, sold across Amazon, eBay, B&Q, Wowcher and TikTok Shop.
As seen inDaily Mail·Daily Express·The Guardian
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About us
It started in 1977, when Peter Mahon began selling through mail order catalogues. By the early 2000s it was obvious customers were moving online, so the business moved with them: eBay first, then Amazon, which became our main sales channel in 2010.
The next generation of the family took over the day-to-day running of the business in 2018, and it has grown quickly since. Nine brands of our own. A team of around 40 across the UK, the Philippines, France and China. More than 1.6 million units sold a year.
We’re bestsellers in a number of our niches. Each brand is specialised on purpose: we’d rather do one thing properly than spread thin, and it shows in the products and the reviews.
We’re aiming for £100m in global revenue by 2030, and we’re on course. Getting there means sharper systems, and hiring people who raise the bar.
Our brands
Ideal Direct is a diverse collection of sub-brands, each providing top-quality products to its own audience, from DIY and homeware to healthcare and medical solutions.
Kitchen & Dining
The biggest chopping board brand in the UK. An affordable yet premium kitchen brand for those who want to elevate their cooking experience.
EnquirePest Control
A truly disruptive pest control brand.
Visit shopDIY & Hardware
Your go-to for all things DIY and hardware, with solutions for the home and professional user alike.
Visit shopYoga & Fitness
Elevate your yoga experience with our affordable yet premium yoga offerings.
EnquireOrganisation, Storage & Pet
Organisation, storage and pet products, designed to make your life easier and more organised.
EnquirePremium Healthcare
Premium healthcare solutions designed to improve your comfort and quality of life.
EnquirePest Control
Say goodbye to pests with our innovative pest control solutions for the home.
EnquireEveryday Healthcare
Affordable healthcare solutions designed to improve your comfort and quality of life.
EnquireWellness & Lifestyle
Wellness and lifestyle products.
EnquireWe source, launch and grow brands across new categories every year. If you would like to stock our products or partner with us, we would love to hear from you.
Work with usPartners
Everything on this page is fact, not pitch. Check it against Companies House, check it against our marketplace accounts, or just ask us.
Talk to us about wholesale, marketplace partnerships, or supply.
Careers
Around 40 people, split across the UK, the Philippines, France and China. Roughly 15 of us are in the Rochester warehouse. The rest cover buying, brand management, marketing, e-commerce, finance, compliance and quality control, and our Head of Finance runs the whole function from the Philippines. Fulfilment is done entirely in-house, and it’s a big part of how we compete.
We look for people with a high sense of accountability: the sort who improve their own work without being asked, and who care about how the whole business runs, not just their own corner of it. AI features heavily in many of our roles. We use it to raise what each person can get done, and we expect people to pick up new tools quickly.
Operating at an elite level.
See it, own it, do it. Take full responsibility for your actions and their outcomes.
Identify challenges, then actively contribute to finding and implementing effective solutions.
Treat colleagues and clients with dignity, empathy, and consideration for their feelings and contributions.
Embrace urgency and decisiveness. Procrastination is the enemy of progress.
Always seek opportunities to go above and beyond, extending your impact and contributions.
Actively ask for feedback on your performance and constructively offer it to others.
Take immense pride in your work and uphold the highest standards in everything you deliver.
Strive for exceptional results, continuously challenging the status quo and aiming for greatness.
Demonstrate genuine care for our products, our customers, and each other’s success.
Progression follows a clear internal structure, six bands from entry level through to director. It’s never a mystery what the next step is or what it takes to get there.
| A | Director |
| B | Head of function |
| C | Senior manager |
| D | Manager |
| E | Specialist |
| F | Operative / assistant |
Cara Rossini joined as Executive Assistant to the directors. She’s now Head of People, running HR and recruitment for a company of 40 that’s growing quickly.
We are constantly hiring and looking for A-players. If you think you could thrive here, please contact us below.
We work with wholesale and trade partners across the UK and beyond. Tell us what you need and we will get back to you quickly.
Contact us
Reach out using the form, or send an email or give us a call. We are always here to help.
Trade & bulk orderswholesale@idealdirect.co.uk
General enquiriessupport@idealdirect.co.uk
Join the teamrecruitment@idealdirect.co.uk
Unit B1/B2 Knights Park,
Knight Road, Strood, Rochester,
Kent ME2 2LS, United Kingdom