As part of its ongoing successful transformation to be an online-led business, Shop Direct Group has said it is to close one of its call centres and restructure a number of others in changes that will affect an anticipated 1,150 employees.

The move has been taken as sales of the home shopping group's online business have begun to account for a greater percentage of trade.

In a trading released earlier this month, the group, whose catalogue brands include Additions Direct, Choice and Littlewoods, announced sales up 9% for the six-week period with online sales growth of 44%. The group's online business now accounts for 56% of total sales, up from 18% three years ago.

Mark Newton Jones, chief executive said: "We recognise that this will be a difficult time for those members of our team impacted by today's announcement. We do hope to relocate 250 of them and we will do everything we can to support those affected.

"Our business is changing because the way our customers choose to shop with us is changing. We anticipate that 70% of our sales will be online by 2010/11 and, therefore, the future of our business is online-led. We are a strong and growing business. In order to maintain this growth, we need to continue to adapt and change to the needs of our customers."