AO scraps German business following strategic review

AO washing machine

Electrical goods etailer AO.com 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”.

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