Auf geht’s! AO launches in Germany

AO World, the online white and electrical good retailer which floated earlier this year with a market value of £1.6bn, is on the eve of launching in Germany, six months ahead of schedule.

The Bolton-based group is promising the venture will “redefine” how major domestic appliances are sold in Germany.

The site will be live tomorrow for pre-orders with deliveries starting on the October 14.

Meanwhile, the group said the UK business continues to perform well with overall revenue growth and earnings on track to meet full-year expectations.

Founder and chief executive John Roberts said: “I am extremely proud of our team at AO and the scale of what they have achieved in our first step in our international strategy. Over the history of our business we have invested in people we believe can make things happen and then given them the confidence to try, learn and grow. The launch of is testament to their ability to execute our promises and replicate our proven business model overseas.

“Of course we have work to do and we will relish the lessons that will no doubt be forthcoming. We are as passionate about building the AO brand in Germany as we are in the UK and can’t wait to start bringing German consumers a better way to buy the category, as we have for UK consumers. Germany is our stepping stone to realising our ambition to become the leading online retailer in our categories in our target markets.”