AO World

The company was founded under the name Appliances Online by John Roberts in 2000. Prior to this, during a conversation in a Bolton pub, a close friend bet Roberts £1 that he could not set up his own company and disrupt the white goods market by selling appliances online.{{cite news|url=https://www.bbc.co.uk/news/av/business-26628377/ao-founder-claims-business-started-as-1-pub-bet|title=AO founder claims business started as £1 pub bet.|work=BBC News |archive-url=https://web.archive.org/web/20131213112532/http://www.drllimited.co.uk/our-story.php|archive-date=2013-12-13|url-status=live}}

As well as selling directly to consumers, the company also sold kitchen appliances on behalf of other retailers such as Next, House of Fraser and B&Q. In 2009 the company acquired the distribution business Expert Logistics enabling end-to-end control of their operation.{{cite web|url=http://ertonline.co.uk/Default.aspx.LocID-05nnew2og.RefLocID-05n04600f.Lang-EN.htm |title=DRL acquires Expert Logistics |publisher=Ertonline.co.uk |date=22 July 2009 |access-date=24 June 2014 |url-status=dead |archive-url=https://web.archive.org/web/20131028124926/http://ertonline.co.uk/Default.aspx.LocID-05nnew2og.RefLocID-05n04600f.Lang-EN.htm |archive-date=28 October 2013 }}

In 2013, Appliances Online rebranded to AO.com, which included a redesign of their logo to its current state.{{Cite web|url=https://www.prolificnorth.co.uk/digital/featured/2013/09/appliances-online-looking-diversify-after-10-associates-rebrand|title=Appliances Online looking to diversify after 10 Associates rebrand|date=2 September 2013|website=Prolific North}}

In February 2014, the company was floated on the London Stock Exchange as AO World.{{cite web|url=https://www.bloomberg.com/news/2014-02-26/online-appliances-seller-ao-world-valued-at-2-billion-in-ipo.html|title=Online Retailer World Surges on London Trading Debut|publisher=Bloomberg|date=26 February 2014|access-date=24 June 2014}} The IPO allowed the company to raise funds for European expansion.{{Cite news|url=https://www.theguardian.com/business/2014/feb/07/online-appliances-reatiler-ao-float-london-stock-exchange|title=Online appliances retailer AO to float on London Stock Exchange|last=Butler|first=Sarah|date=2014-02-07|work=The Guardian|access-date=2019-01-14|language=en-GB|issn=0261-3077}}

In 2015, AO.com announced plans for their second overseas website, AO.nl{{cite web|url=https://ecommercenews.eu/ao-com-will-launch-in-the-netherlands/|title=AO.com will launch in the Netherlands|date=2015-11-24|website=Ecommerce News|language=en-US|access-date=2019-01-14}} In the same year, a number of AO employees completed a Germany to Bolton bike ride to raise money for a new playground.{{cite web|url=https://www.theboltonnews.co.uk/news/12958005.bolton-business-to-fund-70000-playground-for-ill-youngsters/|title=Bolton business to fund £70,000 playground for ill youngsters|website=The Bolton News|date=19 May 2015 |language=en|access-date=2019-01-14}}

In 2016, to support its European expansion, AO opened its 84,000 square metre headquarters in Bergheim, Germany.{{cite web|url=https://www.prologis.com/build-to-suit/build-suit-ao-bergheim-germany|title=Build-to-Suit for AO in Bergheim, Germany|date=2017-03-13|website=Prologis|language=en|access-date=2019-01-14}}

In 2017, the company announced it would sponsor the 11th series of ITV show, Britain's Got Talent.{{cite web|url=https://www.prolificnorth.co.uk/broadcasting/digital/2017/03/aocom-sponsor-britains-got-talent-after-mediacom-north-deal|title=AO.com to sponsor Britain's Got Talent after MediaCom North deal|date=2017-03-06|website=Prolific North|language=en|access-date=2019-01-14}} It also announced that it would extend its sponsorship with Lancashire County Cricket Club.{{cite web|url=http://www.manchestereveningnews.co.uk/business/business-news/aocom-extends-sponsorship-lancashire-county-12882455|title=AO.com extends sponsorship with Lancashire County Cricket Club|last=Begum|first=Shelina|date=2017-04-12|website=men|access-date=2019-01-14}} It was also reported that company founder, John Roberts would step down as CEO, remaining on the board as Founder and Executive Director. The former COO, Steve Caunce, took over as CEO.{{cite news|url=https://www.ft.com/content/f1748180-f929-11e6-9516-2d969e0d3b65|title=AO World founder John Roberts steps down as CEO|website=Financial Times|date=22 February 2017 |language=en-GB|access-date=2019-01-14}} In March, the company announced that it had raised £50 million through share placing to support plans for further growth.{{Cite news|url=https://www.telegraph.co.uk/business/2017/03/30/ao-world-raises-50m-share-placing-drive-growth-plans/|title=AO World raises £50m from share placing to drive growth plans|last=Bradshaw|first=Julia|date=2017-03-30|work=The Telegraph|access-date=2019-01-14|language=en-GB|issn=0307-1235}} The retailer also announced that it was to open a recycling plant in Telford, Shropshire.{{cite web|url=https://www.letsrecycle.com/news/latest-news/ao-and-trg-merge-to-form-fridge-and-weee-recycling-giant/|title=AO and TRG merge to form fridge and WEEE recycling giant|website=letsrecycle.com|date=16 June 2017 |language=en|access-date=2019-01-14}}

In January 2018, the retailer, reported that it had opened a new office in Manchester city centre, which was to be home to the business's in-house multimedia, IT and sales teams.{{cite web|url=https://www.manchestereveningnews.co.uk/business/business-news/aocom-online-electrical-retailer-moves-14232619|title=AO.com the online electrical retailer moves into the city|last=Greer|first=Stuart|date=2018-02-01|website=men|access-date=2019-01-14}} In April, the business announced that it had become one of only twenty businesses in the world to have received over 100,000 Trustpilot reviews.{{cite web|url=https://www.businesscloud.co.uk/news/aocom-reaches-100000-trustpilot-reviews|title=AO.com reaches 100,000 Trustpilot reviews|website=BusinessCloud.co.uk|language=en|access-date=2019-01-14}} In July, the business launched its new brand campaign, Delivering Tomorrow.{{cite web|url=https://www.theboltonnews.co.uk/news/16367643.bolton-firm-ao-creates-new-hollywood-style-advert-to-save-the-sun/|title=VIDEO: Bolton firm AO creates new Hollywood-style advert - to save the sun!|website=The Bolton News|date=20 July 2018 |language=en|access-date=2019-01-14}} It was also reported that it had committed to building a second major fridge recycling facility in the south east of England.{{cite web|url=https://www.letsrecycle.com/news/latest-news/ao-to-build-fridge-plant-in-south-east-england/|title=AO to build fridge plant in South East England|website=letsrecycle.com|date=17 July 2018 |language=en|access-date=2019-01-14}} The company also confirmed that it had completed the acquisition of the online phone retailer Mobile Phones Direct for £32.5 million as it looks to expand its offering in the mobile phone sector.{{cite web|url=https://www.retailgazette.co.uk/blog/2018/11/ao-world-buy-mobile-phones-direct-32-5m/|title=AO World to buy Mobile Phones Direct for £32.5m|last=Stevens|first=Ben|date=2018-11-09|website=Retail Gazette|language=en-GB|access-date=2019-01-14}}

In January 2019, it was announced that Steve Caunce would step down as CEO, John Roberts would reassume the role.{{Cite news|url=https://uk.reuters.com/article/uk-aoworld-chairman-idUKKCN1PP0Q4|archive-url=https://web.archive.org/web/20190131145501/https://uk.reuters.com/article/uk-aoworld-chairman-idUKKCN1PP0Q4|url-status=dead|archive-date=31 January 2019|title=CEO of electricals retailer AO World to step down, founder to...|date=2019-01-31|work=Reuters|access-date=2019-01-31|language=en}}

AO's recycling plant in Telford processed its millionth fridge in July 2019.{{cite web|author=Robert Sant, AO Recycling |url=https://www.letsrecycle.com/news/latest-news/ao-recycling-million-fridges/ |title=AO hits millionth recycled fridge milestone |date=12 July 2019 |publisher=letsrecycle.com |access-date=2020-06-03}}

AO Mobile launched in August 2019, offering all UK mobile networks and all handset manufacturers. Roberts described the launch as "a game changer for mobile phone customers".{{cite web|author=George MacDonald |url=https://www.retail-week.com/electricals/ao-launches-game-changing-mobile-phone-business/7032621.article?authent=1 |title=AO launches 'game changing' mobile phone business | News |publisher=Retail Week |date=2020-02-27 |access-date=2020-06-03}}

In August 2019, AO launched AO Finance in partnership with consumer finance provider Newday. AO Finance offers a market-leading rolling credit facility that gives more customers access to essential products through affordable finance.{{cite web|url=https://www.yourmoney.com/credit-cards-loans/ao-launches-ao-finance-to-spread-the-cost-of-purchases/ |title=AO launches AO Finance to spread the cost of purchases - Your Money |publisher=Your Money|date=2019-09-19 |access-date=2020-08-13}}

In October 2019, AO's plastic plant was unveiled as the company announced its ambition to use its recycling capabilities to ultimately make new fridges from the recycled materials extracted from old ones.{{cite web|url=https://www.bbc.co.uk/news/av/business-50594471/can-old-fridges-be-recycled-to-make-new-ones |title=Can old fridges be recycled to make new ones? |publisher=BBC |date=2019-11-29 |access-date=2020-06-03}}

Announcing its interim financial results in November 2019, Roberts confirmed that AO would close its operation in the Netherlands to focus on its German business. Roberts explained that the team did not have the bandwidth to fix both markets but remained committed to future international expansion once the German model was proven.{{cite news|url=https://www.ft.com/content/87e605fe-0aba-11ea-bb52-34c8d9dc6d84|title=AO World ditches Dutch arm to focus on UK and Germany|newspaper=Financial Times|date=19 November 2019 |access-date=3 June 2020}}

In April 2020, AO Business continued to grow and after only six months in the housebuilders sector, secured over 12,000 building plots.{{cite web|url=https://www.essentialretail.com/news/aocom-b2b-division-expands-team/ |title=AO.com B2B division expands team after quick growth - Essential Retail |publisher=Essential Retail|date=2020-04-20 |access-date=2020-08-13}} Following a strategic review in July 2022, AO exited the housebuilder market to focus on business to business sectors that better fitted its model. This includes kitchen manufacturers and retailers, such as its partnership with Homebase, which launched in January 2022.{{Cite web|url=https://www.retailgazette.co.uk/blog/2022/08/ao-electricals-online/|title=AO.com plunges to full-year loss with further sales fall expected - Retail Gazette|first=Mark|last=Faithfull|date=18 August 2022|website=www.retailgazette.co.uk}}{{Cite web|url=https://www.kbbreview.com/50115/news/kitchen-showroom-retail-is-a-phenomenal-opportunity-says-ao-boss/|title=Kitchen showroom retail is a 'phenomenal opportunity' says AO boss|first=Vicki|last=Evans|date=18 October 2022|website=kbbreview}}

In September 2020, AO announced that it would be the new headline sponsor of Manchester Arena. The announcement came as operators ASM Global were submitting a planning application for phase one of its ambitious redevelopment. In a five-year deal, the rebranded AO Arena would see live events resuming once the current COVID-19 related restrictions on venues are lifted.{{cite web|url=https://www.manchestereveningnews.co.uk/whats-on/whats-on-news/manchester-arenas-new-name-revealed-18864103 |title= Manchester Arena's new name revealed as bold redesign plans take another step forward|publisher= Manchester Evening News|date=2020-09-02 |access-date=2020-09-02}}

In October 2020, AO announced plans to open five 'stores-within-a-store' with Tesco as part of a six-month partnership trial with the supermarket.{{cite web|url=https://www.manchestereveningnews.co.uk/news/greater-manchester-news/ao-electricals-middleton-store-jobs-19101445 |title= AO, let's go... to Middleton - electrical giant to open first ever store at Tesco Extra|publisher= Manchester Evening News|date=2020-10-14 |access-date=2020-10-16}} It ended the trial in July 2022.{{cite web |last1=Goldfingle |first1=Gemma |title=AO.com ditches Tesco concession trial - Retail Gazette |url=https://www.retailgazette.co.uk/blog/2022/07/ao-tesco-concession/ |website=Retail Gazette |access-date=1 November 2022 |date=19 July 2022}}

Following the launch of its unique Value Creation Plan in 2020, an all employee long-term incentive that rewards exceptional value creation, AO announced a restructuring of the plan in September 2022, which will see the scheme begin funding at a share price of £1.{{Cite web|url=https://www.chargedretail.co.uk/2022/08/25/ao-to-restructure-its-all-employee-value-creation-plan/|title=AO to restructure its all-employee Value Creation Plan -|first=Isabel|last=Cameron|date=25 August 2022}}

In June 2022, AO closed its German business, which accounted for around 10% of the group's revenue.{{cite web |title=AO World shutting German business to focus on UK market |url=https://www.independent.co.uk/business/ao-world-shutting-german-business-to-focus-on-uk-market-b2097224.html |website=The Independent |access-date=4 November 2022 |language=en |date=9 June 2022}}{{cite web |title=Electrical retailer AO World swings to loss as costs mount and demand weakens |url=https://www.ft.com/content/8234ec00-3852-4efe-8e8f-354133287fd2 |website=Financial Times |access-date=4 November 2022 |date=18 August 2022}} The following month, AO successfully completed a planned £40m capital raise to strengthen its balance sheet and increase liquidity back to historic levels.{{Cite web|url=https://www.ft.com/content/fbb79082-2f37-4537-a4bf-3a463ed7e3e0|title=AO World plans £40mn capital raise after sharp share price fall|work=Financial Times |date=6 July 2022 |last1=Alabi |first1=Leke Oso }}

In Autumn 2022, AO appointed two new non-executive directors to its board. Former Pets at Home Chief Executive, Peter Pritchard, joined in September and Pret a Manger Global Chief Digital Officer joined in November 2022.{{Cite web|url=https://www.prolificnorth.co.uk/news/appointments-and-recruitment-news/2022/09/former-pets-home-boss-joins-ao|title=Former Pets at Home boss joins AO|date=9 September 2022|website=Prolific North}}{{Cite web|url=https://www.retailgazette.co.uk/blog/2022/11/ao-names-pret-a-mangers-sarah-venning/|title=AO names Pret A Manger global chief digital officer as non-executive director - Retail Gazette|first=Georgia|last=Wright|date=1 November 2022|website=www.retailgazette.co.uk}}

At its half year financial results in November 2022, AO upgraded its full year profit expectations following its strategic pivot to focus on cash generation and profitability, which included reducing its cost base by £30m.{{Cite web|url=https://www.ft.com/content/68640d4f-70de-4f77-9559-47d6770978c3|title=AO upgrades outlook despite widening losses|work=Financial Times |date=22 November 2022 |last1=Provan |first1=Sarah |last2=Alim |first2=Arjun Neil }}

In the same month, AO announced it was the new headline sponsor of Manchester Thunder, the current and four time Netball Super League champions.{{Cite web|url=https://businessmanchester.co.uk/2022/11/07/ao-becomes-manchester-thunders-new-principal-sponsor-in-5-year-deal/|title=AO bolsters Manchester Thunder in new 5 year sports sponsorship deal|first=Sam|last=Allcock|date=7 November 2022}}

AO announced in October 2024 that it would acquire musicMagpie, an online retailer that buys and sells refurbished electronics, for approximately £10 million, as part of expanding the firm's consumer tech businesses.{{Cite news |url=https://www.reuters.com/business/retail-consumer/uks-ao-world-buy-musicmagpie-133-mln-deal-2024-10-02/ |title=UK's AO World to buy musicMagpie in $13.3 million deal |date=2 October 2024 |publisher=Reuters}}

File:AO Lieferfahrzeug.jpg

The company now occupies {{cvt|50,000|sqft}} offices and is based in Bolton.{{Cite web|url=https://bdaily.co.uk/articles/2013/08/08/fast-growing-drl-signs-deal-for-new-bolton-headquarters|title=Fast-growing DRL signs deal for new Bolton headquarters|website=Bdaily Business News|date=8 August 2013 }}

The company launched a new advertising campaign on 3 May 2013 to mark the rebranding of the business from Appliances Online to ao.com. The first advert follows a fictional new employee called ‘Dave’ and his over-enthusiastic inductor on his first day at work. A further advert was aired showing ‘Barry Catchpole’.{{cite web|url=http://www.thedrum.com/news/2013/05/18/ad-day-appliances-online-barry|title=Ad of the Day: Appliances Online - 'Barry'|date=18 May 2013|publisher=The Drum|access-date=28 March 2016}} Its adverts feature a version of the Ramones song "Blitzkrieg Bop" in which the words "Hey! Ho! Let's go!" are reinterpreted as "A.O. Let's go!".{{cite web|url=https://www.thetimes.com/business-money/companies/article/tempus-investors-look-at-ao-and-say-lets-go-z5jzkh89j55|title=Tempus: investors look at AO and say: let's go|date=3 June 2015 |author=Nic Fildes|work=The Times|access-date=16 July 2016}}

In May 2020, AO launched a new advertising campaign with an advert showing how Britain's homes were working harder than ever whilst many people were forced to stay home due to the COVID-19 pandemic. The advert demonstrated the hundreds of thousands of electricals AO have in stock ready for next day delivery across the UK.{{cite web|url=https://www.youtube.com/watch?v=SkH5vwMxP6w |title= AO.com TV advert - 1000s of electricals delivered safely|publisher=You Tube|date=2020-04-30 |access-date=2020-08-13}}

{{reflist}}

• {{official website|https://www.ao-world.com}}

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{{FTSE 250 Index constituents}}

Category:2000 establishments in the United Kingdom

Category:Online retailers of the United Kingdom

Category:Companies based in Bolton

Category:Retail companies established in 2000

Category:Internet properties established in 2000

Category:Companies listed on the London Stock Exchange

Category:Companies in the FTSE 250 Index