A clue to where Mothercare sees its future arrived yesterday, when the company appointed an internet-savvy chief executive.
Simon Calver, who will join on 30 April, is presently the boss at LoveFilm, the DVD rental service owned by online giant Amazon. Mr Calver, 47, has also worked at PepsiCo and Dell.
His appointment follows the departure of Ben Gordon last October after a series of profit warnings.
The business is being run by the chairman, Alan Parker, a former head of Whitbread.
Mr Calver was placed by Jonathan Smith at the executive search firm Spencer Stuart.