AO World bullish despite reopening of rival shops as sales surge 88%

Electricals retailer has launched a new category on its website for health & beauty electrical products in time for the holidays.
Items include products ranging from curlers and straighteners.
// AO World reveals 88% surge in UK sales, and 77% sales jump in Germany
// Overall 4th quarter revenues jump 62% to £1.66bn
// AO World now expects annual underlying earnings to surge to between £63m-£72m, up from £19.6m

AO World has said it expects to deliver bumper profits over the year ahead despite the reopening of high street rivals as it revealed an 88 per cent surge in UK sales.

The online electricals retailer’s performance over its final quarter helped group revenues jump by 62 per cent to £1.66 billion in the year to March 31.

AO World now expects annual underlying earnings to surge to between £63 million and £72 million, up from £19.6 million the previous year, despite extra costs relating to the Covid-19 pandemic.


AO World founder and chief executive John Roberts insisted the retailer’s rapid growth would continue in spite of increasing competition from bricks-and-mortar rivals after the reopening of non-essential shops in England and Wales this week.

“I believe that these market dynamics will stick and, whilst there is inevitable uncertainty, the direction of travel is firmly with AO and the business model we have spent more than 20 years building,” he said.

“I expect that we will continue to be a double-digit growth business in the year ahead, even now as we lap the tough comparatives from last year with physical stores open.”

The retailer’s German operations also saw strong trading, with full-year revenues up by 77 per cent, and is set to deliver a full-year profit after finally clawing its way out of the red in the third quarter – a milestone for the division, which has been loss-making since its launch in 2014.

AO World said UK Government coronavirus support has either been repaid or not claimed.

However, the Bolton-based business added that it expected to book a charge of around £15 million due to customers cancelling long-term mobile and warranty contracts as they change their spending behaviour amid the pandemic.

It has also faced steep costs from making its operations Covid-19 compliant, particularly for goods returned by customers.

Shares in the retailer dropped in January after it warned that these expenses would be “significantly higher”, which overshadowed a record performance over Black Friday and Christmas.

In its latest update, AO World reassured investors that its annual earnings remained in line with market expectations despite the extra expenses.

with PA Wires

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