Preedy, who left Shop Direct Group earlier this year after 14 years, said his new role presented an attractive challenge. Otto UK is revamping its offering, enabling Preedy to focus on both the internet and catalogue sides of the business.
Otto UK owns brands such as Freemans, Grattan and Kaleidoscope. Its parent company, German-owned Otto Group, is Europe's largest mail-order business and claims to be the world's second-largest online seller in the B2C market after Amazon.
"I've spent a lot of time at Littlewoods Shop Direct and the role at Otto UK interested me because of the turnaround opportunity it presents," said Preedy. "Otto UK has a lot of potential, particularly in the e-commerce market. Redcats' strategy with La Redoute has demonstrated that a European concept can be successfully brought into the UK."
He will also seek to ensure Otto UK benefits as much as possible from Royal Mail's Pricing in Proportion measures to be introduced later this year.
Three former Littlewoods employees will be joining Preedy at Otto UK.
Andy Roe, who ran Littlewoods' call centre operations, has been named chief operating officer, while Diane Fowler and Alex Hardy, former brand directors at Littlewoods, take up the same positions at Grattan and Kaleidoscope respectively.
Otto UK has also appointed former Additions Direct brand director Neil Sansom to head its trend-driven offering for 25- to 40-year- olds.
Littlewoods is number one in the UK mail-order market, with JD Williams second, followed by Next and Otto UK.
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