Ideal World is a shopping channel in the UK owned by Ideal Shopping Direct Plc, [1] whose sister shopping channels include Ideal Vitality and Create and Craft. They also sell flowers through their Ideal Flowers website in partnership with Flowers Direct.[2] The channel broadcasts from its studios in Peterborough. Ideal World currently broadcasts live 16 hours a day, with Ideal Vitality and Create and Craft being mostly pre-recorded. The company currently employs in excess of 500 people.
