AO World's Slogans & Taglines

AO World is a British online electrical retailer founded in 2000 by John Roberts in Bolton, England, born from a £1 bet that there was a better way for people to buy appliances online. Originally launched as Appliances Online, the brand simplified to ao.com in 2012 and floated on the London Stock Exchange in 2014 as a constituent of the FTSE 250. Core offerings encompass major and small domestic appliances, mobile phones, and a growing range of electrical products, all delivered through an in-house logistics network and carefully selected third parties. The brand distinguishes itself through ancillary services including installation, old appliance collection, product protection plans, customer finance, and industry-leading recycling operations at its state-of-the-art facility in Telford. Brand messaging has been anchored by the mission to be the global destination for electricals, reinforced by its positioning as the UK's most trusted major electricals retailer. In 2024, AO became the first company globally to reach one million Trustpilot reviews with a 4.9 rating, underscoring its relentless customer obsession. Today, AO World continues to expand its ecosystem, having acquired musicMagpie in 2024 to broaden its circular economy capabilities.