AO dials up mobile phone growth with acquisition

Aoife Morgan
AO
ElectricalNews

AO has rescued several specialist online retailers from administration as it looks to expand its mobile phone proposition.

The electricals retailer has acquired the intellectual property rights to the websites for Affordable Mobiles, Buy Mobiles and Mobile Shop for £2.2m.

Ao.com, which currently owns Mobile Phones Direct, said the rescue deal also included 73 jobs.

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It said: “As AO seeks to expand its mobile proposition, the acquisition of the brands and platforms will provide AO with expertise and synergies that will accelerate this ambition.”

The business become the first UK online retailer to stock ‘as new’ mobile phones, which are available through its Mobile Phones Direct brand.

AO’s acquisition comes days after shareholder Frasers Group upped its stake in the business, increasing its holding from 23.07% to 24.7% on Tuesday.

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Aoife Morgan

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AO dials up mobile phone growth with acquisition

AO

AO has rescued several specialist online retailers from administration as it looks to expand its mobile phone proposition.

The electricals retailer has acquired the intellectual property rights to the websites for Affordable Mobiles, Buy Mobiles and Mobile Shop for £2.2m.

Ao.com, which currently owns Mobile Phones Direct, said the rescue deal also included 73 jobs.

Subscribe to Retail Gazette for free

Sign up here to get the latest news straight into your inbox each morning 

It said: “As AO seeks to expand its mobile proposition, the acquisition of the brands and platforms will provide AO with expertise and synergies that will accelerate this ambition.”

The business become the first UK online retailer to stock ‘as new’ mobile phones, which are available through its Mobile Phones Direct brand.

AO’s acquisition comes days after shareholder Frasers Group upped its stake in the business, increasing its holding from 23.07% to 24.7% on Tuesday.

Click here to sign up to Retail Gazette‘s free daily email newsletter

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