AO scraps German business following strategic review


Electrical goods etailer has taken the decision to close its German business after eight years of trading, following a strategic review into its performance.

The electricals specialist said it had “evaluated a range of strategic options during the review process”, which began in January, but had decided that the closure of the German business was the best course of action. 

The review found that its German division had been affected by “an intensifying competitive landscape as customers have returned to pre-pandemic levels of online shopping, a substantial increase in digital marketing costs and a constrained supply chain”.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few moments before your account is updated.