Business
AO World chief blames Labour as record profits mask shift of 200 jobs to South Africa
John Roberts does not do diplomatic. The founder and chief executive of AO World has rounded on the government after the online appliances retailer confirmed it is shifting the bulk of its customer contact operation to South Africa, a move he laid squarely at the door of higher employment taxes and a rising minimum wage.
The company, best known for selling everything from laptops to fridges and washing machines, has already offshored around 150 sales roles, banking savings of roughly £2 million so far and pointing to annualised cost reductions of about £4 million. A further 50 jobs are due to be created in South Africa, with most of AO World’s customer contact work expected to be based overseas by next March.
Roberts, who built the business from a £1 pub bet in 2000, said the retailer was carrying an extra £8.5 million in annual costs after the government’s decision last April to lift employer national insurance contributions and push through an above-inflation increase to the minimum wage.
“The brutal truth is that, of course, these roles could have been in the UK,” he said. “When you make these staff ever more expensive and ever more inflexible, that’s what businesses are going to do. We’ve got a political class that doesn’t understand business. They live in an economic fantasy land.”
It is a complaint that will resonate well beyond Bolton. The combined weight of a 15 per cent employer national insurance rate and a sharply lower secondary threshold, introduced in April 2025 alongside a 6.7 per cent rise in the National Living Wage to £12.21 an hour, has reshaped the maths for any firm with a large, lower-paid workforce. AO World is simply one of the larger names to act on it, joining the likes of Morrisons, which has blamed Labour’s “policy choices” for a wave of store closures, and JCB, which paused a 500-job hiring drive as the tax changes bit.
For smaller employers the squeeze is arguably sharper still, with the lower threshold dragging part-time and entry-level roles into charge for the first time. Guidance from the government-owned British Business Bank underlines how tightly wage floors and payroll taxes now interact, a dynamic Business Matters has tracked as employers absorb a national insurance bill running billions of pounds above Treasury forecasts.
Yet the political broadside lands on a set of results most chief executives would happily own. On an adjusted basis, pre-tax profit rose a better-than-expected 16.1 per cent to a record £50.5 million in the year to 31 March, helped by a turnaround at the contract mobile phone arm and at MusicMagpie, the used-electronics specialist acquired in 2024. Revenue climbed 11.4 per cent to £1.3 billion, also ahead of expectations, with a 17 per cent jump in television sales in May as shoppers geared up for the football World Cup.
The board rewarded investors accordingly, unveiling a £10 million special dividend and confirming plans to return a further £20 million this year, split evenly between another special dividend and a fresh share buyback. The numbers vindicate the “pivot to profitability” Roberts has pursued since the pandemic-era online boom faded, a period in which AO’s shares were battered by wobbling consumer confidence, rising labour costs and fierce competition.
That reset has been deliberate. Roberts has spent recent years taking what he calls “the grit out of the machine”, stripping out costs and simplifying the group after it considered shutting its loss-making mobile division and, in 2022, closed its German operation following a strategic review. The post-pay mobile business is now profitable after improved commercial terms with network partners and expanded tie-ups with Samsung and Lebara, while analysts at Peel Hunt flagged a return to profit at MusicMagpie.
The wider picture is one of a business in rude health. AO World, a constituent of the FTSE 250, added 720,000 new customers over the year to take its base to 13.3 million, and has wiped out its debt, swinging to £16.4 million in net funds from liabilities of around £35.9 million a year earlier.
Investors, though, were unmoved on the day. Shares gave up an early gain of 2.6 per cent to close down 4.69 per cent, or 4½p, at 91½p, with the stock off roughly 3 per cent amid heightened geopolitical tensions since February.
Management, too, struck a note of caution, warning that the external environment remained “uncertain, with ongoing geopolitical pressures impacting both consumers and input costs across the economy”. Profit for the 2027 financial year is expected to come in around £54.6 million, broadly flat on the year.
For now, the headline AO World would rather you remembered is the record profit. The one its founder wants ringing in ministers’ ears is the 200 jobs that, on his telling, did not have to leave Britain at all.
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Oil Prices Edge Higher as Vance’s Israel Warning Clouds Fragile Iran Peace Deal
Brent crude was rising slightly Friday after U.S. Vice President JD Vance suspended plans to meet with Iranian representatives, even as more oil tankers passed safely through the critical Strait of Hormuz — a split picture that underscores just how fragile the recently signed U.S.-Iran peace agreement remains.
Brent crude futures, the international standard, were up 0.1% at $79.95 a barrel. West Texas Intermediate futures were rising 0.3% to $76.11 a barrel. The modest gains came even as some analysts argued the underlying trend toward de-escalation in the Middle East remained largely intact.
A Reminder That the Peace Deal Remains Fragile
The latest diplomatic wrinkle serves as a reminder that there are still plenty of obstacles to turning the preliminary U.S.-Iran peace deal into a lasting agreement. Brent crude oil prices rose Thursday after Vice President JD Vance warned Israel against further attacks on Iran-backed Hezbollah in Lebanon, raising doubts about the durability of the U.S.-Iran ceasefire agreement.
“The vice president’s statements about Israel may have put things back on edge,” said John Kilduff, partner with Again Capital. “I think the slightest sort of disturbance is going to register in the market.”
Brent crude futures settled Thursday at $79.85 a barrel, up 30 cents, or 0.38%.
Tankers Crossing the Strait Offer a Counterbalance
Despite the diplomatic uncertainty, tangible evidence on the water has continued to support the case that the broader de-escalation trend remains on track. Any concerns in the oil market might be relieved by tangible signs the vital Strait of Hormuz — which normally carries around 20% of the world’s daily oil traffic — is reopening to traffic. Three Saudi-flagged supertankers carrying more than six million barrels of crude crossed the strait on Thursday, according to Kpler ship-tracking data.
That kind of concrete shipping activity has provided a meaningful counterweight to the verbal sparring between U.S. officials and their counterparts in the region, offering markets at least some reassurance that the physical flow of oil through the world’s most important energy chokepoint continues largely uninterrupted.
A Long, Volatile Road to This Point
Friday’s modest price movements come at the tail end of months of extraordinary volatility in global oil markets, driven by a conflict that disrupted the Strait of Hormuz earlier this year before a series of fragile ceasefires and diplomatic breakthroughs gradually brought prices back down from crisis-era highs.
At the conflict’s peak, international benchmark Brent crude was trading at about $111 per barrel, as fighting in the region effectively halted traffic through the strategic waterway. Oil prices were up roughly 40% since the conflict began at that point, as Tehran forced the effective closure of the narrow waterway through which about a fifth of global energy flows.
A series of conditional ceasefires gradually pulled prices back down from those highs. Oil prices plunged in April after the U.S. and Iran agreed to a two-week conditional ceasefire that included the reopening of the vital Strait of Hormuz waterway, following a last-minute diplomatic intervention by Pakistan. The price of benchmark Brent crude dropped below $100 at that time, falling by about 15.9% to $92.30 a barrel, while U.S.-traded oil fell almost 16.5% to $93.80.
Vance’s Repeated Role in Iran Diplomacy
Vice President Vance has played a recurring and central role in the administration’s efforts to manage the Iran conflict and its economic fallout throughout the year, making his latest cautionary statement on Israel particularly significant for markets parsing the durability of the broader peace framework. Vance led the U.S. negotiating team for peace talks with Iran held in Islamabad, marking the highest-level meeting between the U.S. and Iran since the 1979 Islamic revolution.
Vance has also been directly engaged with the domestic economic consequences of the conflict, meeting repeatedly with industry stakeholders as gasoline prices fluctuated alongside crude oil. Vance and Energy Secretary Chris Wright met with the American Petroleum Institute, the nation’s largest oil trade group, as the Trump administration looked to ease rising gas prices, which had risen 92 cents on average nationwide compared to the prior month at the time, according to travel analyst AAA. Vance acknowledged at the time that there was a “rough road ahead of us for the next few weeks, but it’s temporary.”
A Pattern of Diplomatic Setbacks Followed by Recoveries
The current uncertainty surrounding Vance’s suspended meeting plans fits a broader pattern that has characterized U.S.-Iran relations throughout the conflict’s resolution process, with repeated cycles of diplomatic progress followed by setbacks and renewed tension. Earlier this month, Iranian state media claimed Tehran had suspended talks over Israel’s attacks in Lebanon, even as President Trump insisted negotiations were continuing. “Talks are continuing, at a rapid pace, with the Islamic Republic of Iran,” Trump said on Truth Social at the time.
Trump also addressed tensions tied to Israeli actions in southern Lebanon directly, saying, “There was a little glitch today, but I turned that one around very quickly, as you probably noticed earlier.” He said he had separately deterred Israeli Prime Minister Benjamin Netanyahu from conducting what Trump described as “a major raid of Beirut, Lebanon.”
China’s Shifting Demand Adds Another Variable
Beyond the geopolitical risk tied to the ceasefire’s durability, broader structural shifts in global oil demand have also begun factoring into market pricing. China, the world’s second-largest oil consumer, is forecast to consume 753 million metric tons in 2026, down 4.9% from 2025 amid a pivot to new energy sources and elevated oil prices, according to a report published by PetroChina’s research unit.
That projected decline in Chinese demand, if it materializes, could provide an additional offsetting factor against any near-term price spikes tied to renewed Middle East tensions, tempering the upside pressure that might otherwise result from disruptions to the ceasefire.
With Brent and WTI both holding relatively steady just below the $80 and $76 marks respectively, markets appear to be treating Vance’s suspended meeting as a notable but not yet decisive setback to the broader peace process. Traders will be watching closely for any further statements from U.S., Israeli, or Iranian officials in the coming days, along with continued tanker-tracking data through the Strait of Hormuz, as the clearest available signals of whether the fragile ceasefire holds or unravels further in the weeks ahead.
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