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AO World to acquire online mobile phone retailer

AO World is branching out into the mobile phone vertical with the acquisition of Mobile Phones Direct in a deal which is expected to complete in March 2019. The Reading based pure-play online retailer operates as Mobile Phones Direct and Smart Phone Company generating revenues of £121.7 million for the year to 31st March 2018.

Steve Caunce, CEO, AO World commented: "This deal represents a significant step forward in our strategy of developing our growing range of online electricals and adding new complementary categories that customers want and expect from AO. In coming together AO will achieve instant scale and be well-placed for future opportunities within a highly attractive  and growing UK mobile phone market." 

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