Simon Calver, CEO of video rental service LOVEFiLM, has announced his intention to step down from the position he has held for seven years in order to lead British High Street retailer Mothercare.

In a blog post Calver explained that the “time was right” to pass on the baton to jim Buckle, who has previously managed LOVEFiLM’s finance and commercial operations.

Calver will assume his new role at the end of April, tasked with turning the mother and baby products store around amidst increasingly fierce competition from online and supermarket competitors.

Calver won’t be completely turning his back on the firm however, stating: “Rest assured I will be keeping my subscription.”