White goods e-tailer AO World is poised to launch in Austria and the Netherlands, as part of ambitions to dominate every country in Europe.
According to The Telegraph, both markets could be viewed as a logical extension to AO’s recently set-up German operations. The retailer launched in Germany late last year, its first operation outside the UK and Ireland.
John Roberts, founder and chief executive of the company, cited the Netherlands as better geographical location because of its proximity to AO’s German warehouse in Bedburg. Austria however, has the language advantage, which would make an Austrian website easier to build.
“The goal is to be market leader in the categories we’re in and to expand that internationally. Our simple aim is to be the best electrical retailer in Europe – we say best not biggest, because that comes a result of being best,” said Roberts.
Following a high-profile stock market debut last year, AO has suffered turbulence in recent months, issuing a stark profit warning and reporting worse-than-expected losses resulting from its German rollout.
Roberts expects more than 50% of electrical appliances to be purchased online within the next decade. “The market leader in electrics always takes at least a third of the market. So if we can make the online experience infinitely better than what consumers get in a store, we can dominate the online market.”