AO World acquires Jessops from Peter Jones

AO World has completed the acquisition of camera retailer Jessops from Dragons’ Den investor Peter Jones. The transaction value has not been disclosed, and AO states that the deal is being funded entirely from its existing cash resources. The purchase covers the entire Jessops business, including its remaining network of UK stores, though reports differ on the exact number of outlets involved.

The acquisition gives AO control of a long‑established photographic brand at a time when the camera specialist has been described as troubled. By taking ownership of the full business rather than a partial stake, AO gains both Jessops’ retail footprint and its online presence in one move.

AO positions the Jessops deal as part of a broader strategy to expand beyond its core categories such as large domestic appliances, mobile phones and televisions. The company describes the acquisition as a way to grow in adjacent electrical segments and to give customers more reasons to shop across its platform. Management also links the move to a plan to deepen AO’s share of customer spending across multiple product types.

Jessops is seen by AO as bringing specialist expertise in cameras and optical technology, complementing AO’s existing strength in general consumer electronics. AO founder and chief executive John Roberts said he is looking forward to growing the Jessops business and integrating the camera category within the wider AO organisation.

A key element of the acquisition is Jessops’ recommerce operation, Camera Jungle. AO describes this business as highly complementary to its existing MusicMagpie operations, which already participate in the buying and selling of used electronics. By combining these activities, AO aims to reinforce its focus on the circular economy and extend its offer in pre‑owned and refurbished products.

AO indicates that Jessops and Camera Jungle will be integrated into its broader systems and processes over time. The company expects the specialist camera capabilities and recommerce activities to sit alongside its other electrical ranges, with the goal of strengthening customer loyalty and broadening product choice.

Alongside news of the Jessops purchase, AO issued a trading update for the six months to the end of September 2026. The group expects sales for the period to rise by about 5.5% and forecasts profit before tax of roughly £21.5m, which represents an increase of a little more than 20% compared with the same period a year earlier. Management coupled this guidance with a more cautious view on trading conditions in the second half of the financial year.

Following the announcement and trading update, AO’s share price fell by roughly 8% in morning trading. The market reaction contrasted the company’s improved first‑half profit outlook with the more guarded commentary on the remainder of the year and the additional execution demands of integrating a newly acquired business.