AO becomes first UK online retailer to stock ‘as new’ refurbished mobile phones


AO has become the UK’s first online retailer to offer “as new” mobile phones through its Mobile Phones Direct brand.

The online electrical retailer acquired Mobile Phones Direct in 2019 and the brand has unveiled a wide selection of refurbished phones with more added each day.

The phones are rated “as new”, meaning they are in pristine condition and indistinguishable from brand new models. They are wrapped in recyclable brown packaging rather than a branded box.

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