Deal supports AO World’s expansion into new categories
AO World has sealed a deal with Dragons’ Den star Peter Jones to snap up ailing camera retailer Jessops.
The online retailer kept the acquisition price under wraps but confirmed the purchase was funded from its “existing cash resources.”
AO World said the deal “supports our strategy of expanding into adjacent categories, giving customers and members more reasons to shop with AO and increase our share of wallet. Jessops brings a trusted brand and specialist expertise in cameras and optical technology.”
Established in 1935, the camera retailer was salvaged by Peter Jones following its collapse into administration in 2013.
Jones reopened scores of stores that had been closed down, but by 2019 the business tumbled into administration for a second time, followed by a third collapse in 2021, as reported by City AM.
The business now trades from merely eight stores, having previously operated more than 300 across the country, following a dramatic withdrawal from the high street.
Jessops generated just under £20m in revenues for the year ending September 2025, its latest accounts reveal, marking a 6.5 per cent rise on the previous year, driven by growing online sales.
The firm recorded a loss of £1.1m for the year, marginally down on 2025.
“I am delighted to welcome Jessops into the AO family and look forward to growing the existing business as well as integrating the category into the wider AO business,” said AO World founder and chief executive John Roberts.
The transaction represents the latest purchase by AO after it acquired Music Magpie in December 2024.
AO World announced on Thursday that it anticipated reporting a 5.5 per cent increase in sales and a rise in profit exceeding 20 per cent for the six months ending in September, attributing the growth to enhanced performance in its mobile and handset division.
“There continues to be a lot of uncertainty in the world but we look forward to heading into peak trading with confidence and momentum behind us,” Mr Roberts said.









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