Acorn Media names Thomas Sidar president of Acorn Direct

Thomas Sidar, who spent nearly 30 years at catalog and online retailer L.L. Bean, has been named president of Acorn Media Group’s Acorn Direct, the direct-to-consumer division that sells DVDs and other products through catalogs and web sites. Sidar replaces Miguel Penella who was promoted to CEO in April.

Sidar most recently had been president of National Wildlife Direct with responsibility for marketing, merchandising and financial results for its catalog and web site. His positions at L.L. Bean included serving as chief marketing officer from 2001 to 2004.

Acorn Media’s UK and U.S. web sites specialize in selling DVDs of British television shows and gift items. The company also sells its Acacia line of health and fitness products through catalogs and online. Acorn Media Group projects $80 million in sales in 2007, with 50% coming from Acorn Direct.