Simon Harrow, the head of digital development at online baby goods company Kiddicare, has joined digital incubator Haatch.

Harrow's departure from the Morrisons subsidiary was revealed last week.

He joins the start-up incubator as 'operations dynamo'. Haatch was founded by husband and wife team Scott and Elaine Weavers-Wright and former Kiddicare and Morrisons digital expert Fred Soneya in October 2013. Haatch's website cites the founders as having a proven track record, having grown their small family company Kiddicare into a £70 million brand.

Harrow will use his digital expertise, which spans 11 years in the digital retail industry, to find talented entrepreneurs looking for financial and other support.

"It's a pleasure to be back working with the team that made Kiddicare such a success and I'm looking forward to the new challenge that Haatch offers me in addition to announcing a new start up in the coming months," he said.

Harrow was chief operating officer at Kiddicare before the company was acquired by Morrisons in 2011. The supermarket plans to sell off the business this year, saying that it was not performing well financially and that Kiddicare no longer fit with its strategy.

Morrisons had planned to use Kiddicare's technology and management expertise as the basis for its own online food offer, which launched in January. However, it decided to launch its online food operation through Ocado rather than using the Kiddicare infrastructure.

As well as Kiddicare, Harrow's background includes developing digital strategies for MoneySupermarket.com, Hilton and William Hill.

Haatch has a site called 'The Hub', based in Stamford, Lincolnshire, which provides office space for more than 200 people, 12 months' Rackspace Cloud Hosting, technical and business support, admin support and workshops, hackathons and events.