TVGoods was set up by Kevin Harrington, an American infomercial entrepreneur and star of Shark Tank, the US equivalent of Dragons Den.
The company acts as a "one-stop shop" for inventors and entrepreneurs looking to get their products to market - anyone is welcome to submit an idea via the website.
Once TVGoods invests, the product will then be sold via TVGoods produced infomercials and via As Seen On TV, a wholly owned subsidiary and a global online retailer that showcases products which have appeared on television.
Harrington, who is credited with over 500 product launches and sales of more than $4 billion in the US, has now turned his attention to Europe.
The chairman and founder of TVGoods said: "We look forward to supplying our products to the European consumer and providing support to inventors across Europe by offering a genuine alternative avenue to get their products to market, particularly in the context of the challenges presented by the current economic climate."
In the 'States, the company recieves hundreds of monthly submissions and hopes to attract as many this side of the Atlantic. The European start-up is currently working with TV networks and setting up links to retail.
Harrington added: "We believe the direct-to-consumer marketplace is one of the fastest growing areas of global commerce and retailing today, and the situation in Europe is no different. This growth is largely driven by technological advancements which enable high volumes of multichannel transactions to be processed quickly and easily across web, mobile and interactive television.
Chief operations office George Bayer will head up operations in London under the name TVGoods Europe.
Bayer stated: "We see this as a tremendous growth opportunity for the TVGoods brand, particularly based on our expertise, experience and proven track record in the direct-to-consumer arena. Our decision to establish a London office is just the first phase of an overall strategy to grow the business globally."