AO’s membership programme boosts sales and profits

The electricals retailers posted a 12% increase in B2C retail revenue to £423m for the six months ended 20 September 2025, which it said was driven by increased uptake of its Five Star membership programme, an expanded prodict range and increased marketing spend. 

Total group revenue grew 14% during the period, while profit before tax increased 10% to £18m – which the retailer said was in spite of £4m in cost increases from the National Minimum Wage and National Insurance.

The retailer now expects its profits to be within the higher end of its recently upgraded guidance range of between £45m and £50m.

AO founder and chief executive John Roberts said: “These numbers speak for themselves, and it’s been another positive six months of operational and financial progress.

“I am incredibly excited to have launched Switch24, a new proposition which enables our Five Star members to buy the latest Apple handsets from as little as £17 for an iPhone 17. This is a first in the UK market, and also allows our members to have the latest iPhone every two years.

“It’s a great example of AO continuing to disrupt and innovate on behalf of our members to bring them the latest products at the lowest prices.

“It’s this kind of value and service that is cementing our position as the UK’s most trusted electricals retailer with our world class 4.9 / 5 Trustpilot score on over 850,000 reviews. 

“Our strategy is working and we’re as confident as ever about AO’s upwards trajectory. As always, I’d like to thank every single one of our awesome AOers for their continued focus and dedication to giving our customers the best possible value.”