Troubled maternity wear and baby apparel chain Mothercare Plc on Monday announced the appointment of Disney's Ben Gordon as it new chief executive.

The Watford-based company said Gordon, currently managing director of Disney Store in Europe and Asia Pacific, will replace Chris Martin who left in July after the firm issued another profit warning amid flat sales.

Commenting on his new role, Gordon said: "I look forward to driving the recovery and ensuring the brand realises its full potential for customers and shareholders alike."