TV shopping channel Ideal Shopping swung back into profit in 2009 and has seen a strong start for the current year with like-for-like sales up by 8.8%.Gross margin improved to 41.1% (2008: 34.2%; 37.3% underlying), with underlying profit before tax of £1.3m against a loss £4m. Pre-tax profits were £1.1m against a loss of £13.2m. Sales rose to £103m from £94.7m."The current year has started well and sales for the first 10 weeks are 17.5% ahead of 2009; with like for like sales 8.8% ahead of 2009 and Lead The Good Life sales 54.1% ahead of 2009," Paul Wright, chairman, commented. "Having undertaken a strategic review and refocused the business on the fundamentals that had originally made the company successful, I am delighted that Ideal Shopping Direct has completed its turnaround plan and delivered an excellent performance in the second half of the year," he added.