Simon Calver leaves Lovefilm to join Mothercare
The chief executive of Lovefilm is to become head of childcare retailer Mothercare.
Simon Calver will join the high street name on 30 April after seven years at the helm of the Amazon-owned online movie rental firm.
Mothercare is seeking to boost its online presence in the UK as it looks to reverse months of declining sales.
Mr Calver will leave Lovefilm as it faces stiff competition from rival streaming service Netflix.
US-based Netflix, which launched in the UK last month, boasts more than 20 million subscribers worldwide.
Lovefilm recently announced topping the two million subscriber mark, and - as well as the UK and Ireland - now operates in Germany, Sweden, Denmark and Norway.
Mothercare's UK business reported a half-year loss of £81.4m in November 2011, blaming a "weak" consumer environment.
The company launched a review of its UK business following the results.
Independent retailing analyst Nick Bubb described the appointment as a "leftfield" move, but added: "We can see that his e-commerce and branding experience will come in useful in exploiting the Mothercare and Early Learning brands worldwide."