Appliances Online rebrands with an eye on new markets
ONLINE retailer Appliances Online has rebranded as ao.com as it prepares to sell a broader range of goods.
The Bolton-based company, which is owned by DRL, said the name would allow it to take its business beyond the white goods category “at some point”.
It plans to add items such as vacuum cleaners, coffee machines, mixers and food processors, small electricals and microwaves to its product range.
The new brand has been developed by Mirfield-based 10 Associates ahead of a nationwide advertising campaign. London’s BMB has developed the advertising work and Mediacom has handled media buying.
Chief executive John Roberts said: “Our ambition is to take the Appliances Online business beyond the white goods category at some point in the future and ao.com offers us a snappier, shorter name that not only resonates with the consumer but also works well across all of our platforms and potential categories.”
He added: “The new name and the refreshed brand identity with the smiling face marque demonstrate this commitment to the customer and emulate all that is good about the business. We are facing the future with a confident, charismatic, iconic and fun brand. We couldn’t be in better shape.”
DRL, which agreed a 15-year lease on a 50,000 sq ft head office in Bolton last month, has seen turnover jump from £50m to £275m in the last four years. It delivers around 20,000 appliances a week.
