The group has been looking since April for a replacement for Paul Utting, who left to join Wyndeham as managing director.

Ayles was sales director at Poole web printer Southernprint. Ironically, Utting also held the same role before he joined St Ives.

Im very pleased, Tonys a good guy, said web division managing director David Emeny. Hes very experienced and was one of the obvious candidates when we started looking for someone to replace Paul.

Ayles had worked at Southernprint for almost 20 years. Managing director Stephen Clark said: Its a bit of a shock because hed been here a long time, but we certainly wish him all the best. Now well begin the search for a replacement, and the job will more than likely be expanded in scope for the new candidate as our commercial director currently manages the sales team.

Ayles is now on six months' gardening leave.