The former digital director of digital entertainment at 19 Entertainment has been hired by Argonon to lead the online spinoff of Cash In The Attic.

Martin Lowde will take responsible for the development of CashInTheAttic.com, scheduled for a launch early in 2013, which will act as a destination for collectors to interact with each other and sell items.

The site was conceived by head of Argonon Connect Debby Lee who will work closely with Lowde, further to the cancellation of the show in July. The series remains on air in over 150 countries.

He will report directly to Argonon chief executive officer James Burstall and will staff up over the coming months.

Lowde said the hub would introduce a new audience to the Cash In The Attic brand.

“We plan for CashInTheAttic.com to become the ‘go to’ place for all lovers of collecting – young and old – while introducing the brand to new audiences in the UK and worldwide,” he said.

Lowde left 19 Entertainment in 2008 having worked across digital properties including American Idol and Popworld to subsequently work for advertising agencies Brands With Influence and Antidote.