Struggling British baby products retailer Mothercare, fighting off a takeover bid from US group Destination Maternity, named its interim chief executive as its permanent CEO today. 

Mark Newton-Jones, who led online retailer Shop Direct for almost a decade, took over as interim boss in March.

He replaced Simon Calver who quit in February after a profit warning showed his plans to revive the group were faltering.

Newton-Jones will take up his place on the Mothercare board on July 17. 

"I am very much looking forward to leading the Mothercaregroup at such an important time in its development," he said. 

"We now need to put in place the building blocks to strengthen the UK performance and I believe there is then a tremendous opportunity to take this business forward," he added. 

Destination Maternity has had two bid proposals for the British group rejected.