Simon Calver is to leave his role as chief executive of Lovefilm to take over as chief executive of Mothercare.
The move comes just weeks after the UK launch of Netflix as a rival to the Amazon-owned business.
Calver has been CEO of Lovefilm since 2005 and managed the transition of the DVDs by post business into electronic delivery over the internet and increasingly smart TVs and games consoles.
Earlier in his career Calver was President and chief operating officer of Riverdeep Inc, the educational software development firm, where he focused on the turnaround of an international education software company based out of San Francisco and Ireland.
Mothercare is increasingly looking to an online business; a number of branches of sister company Early Learning Centre have now been rolled into those of Mothercare as like many retailers it faces pressure on the High Street.