How returning AO.com boss John Roberts is shaking up the sector

John Roberts

After returning to lead AO.com after a two-year hiatus, founder and chief executive John Roberts is expanding the etailer’s ecosystem, learning from its past mistakes and combating the “pain in the arse” of Brexit.

“I’m absolutely loving it,” John Roberts beams, reflecting on life back in the hot seat of the pureplay he founded 20 years ago, AO.com.

The charismatic entrepreneur may have only returned to the helm of the online electricals retailer in January, but he has wasted little time restamping his authority and enthusiasm back on the business. 

Having played his part in trimming AO’s adjusted EBITDA loss to £400,000 in the year to March 31, down from £3.4m the previous year, Roberts is now focusing on building an “ecosystem” to grow the business beyond its retailing roots. 

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