AO World has made a significant move by acquiring the well-known camera retailer, Jessops, which was once backed by investor Peter Jones from the show Dragons’ Den. This step is part of AO’s plan to diversify beyond its main electrical product offerings, even as it warns of challenging trading conditions in the latter half of the year.
The company has not disclosed how much it paid for Jessops but mentioned that it would use its available cash for the acquisition. AO stated that bringing Jessops into the family aligns with its goal of branching out into new product categories, offering more choices for customers and increasing its market share.
This purchase follows AO’s earlier acquisition of Music Magpie in December 2024, which already provided it with a foothold in refurbished electronics. With Jessops, AO now adds specialist camera equipment to its inventory. Additionally, Jessops’ Camera Jungle, which deals in second-hand cameras, complements Music Magpie’s focus on pre-owned electronics.
AO highlighted that Jessops is a trusted brand with deep expertise in camera technology, making it a valuable addition. The company believes that by leveraging its existing resources, it can help Jessops grow and find ways to save costs.
In recent news, AO reported better-than-expected trading results for the first half of the year but remained cautious about the future. Shares saw an 8% drop in morning trading, reflecting investor concerns about the second half of the year, which could be tougher compared to previous periods.
Projected half-year profits are expected to rise by over 20% to approximately £21.5 million, while sales are predicted to increase by 5.5%. John Roberts, AO’s founder and CEO, expressed excitement about welcoming Jessops into the company, aiming for continued growth even amid a tough retail environment.
This acquisition underscores AO’s strategy to build a more extensive network within the consumer electronics space. Jessops has a rich history in the UK camera market, but it has faced challenges due to changing consumer habits and technology.
Peter Jones had previously saved Jessops from bankruptcy in 2013, reopening several of its stores. However, the retailer struggled again, leading to two more administrations in 2019 and 2021, highlighting the difficulties that specialized retailers face today. At its peak, Jessops had over 250 stores—but now only eight remain.
For AO, the aim is not just to run a retail camera business. The company is keen to expand its presence in the recommerce sector, where consumers buy and sell used tech. This aligns with a wider trend in the industry, where electronics retailers are combining new sales with refurbished products to extend their lifespan and create new revenue opportunities.
However, investors seem to be prioritizing the immediate future over the prospects of the acquisition. The drop in AO’s shares suggests a mix of caution about the competitive landscape ahead and the investments needed for growth.
In summary, AO’s purchase of Jessops presents an opportunity for expansion in a slow retail market, but it will need to focus on making this new venture a success in order to ensure ongoing sales and profitability.
