AO World strikes deal with Peter Jones to snap up Jessops

AO World has acquired Jessops, the struggling camera retailer, through a deal with Dragons Den star Peter Jones. The online retailer did not disclose the purchase price, but stated that the acquisition was funded from its "existing cash resources." The deal supports AO World's strategy of expanding into adjacent categories, providing customers and members with more reasons to shop with the company and increasing its share of wallet.

Jessops, founded in 1935, was rescued by Peter Jones after it fell into administration in 2013. Despite efforts, the company plunged into administration multiple times, with Jessops now operating from just eight stores after previously running over 300. In the year ending September 2025, Jessops generated revenues of just under £20m, a 6.5% increase from the previous year, primarily driven by rising online sales.

The firm recorded a loss of £1.1m for the year, down slightly from 2025. AO World founder and CEO John Roberts expressed delight at welcoming Jessops into the AO family and looks forward to growing the existing business and integrating the category into the wider AO business. The acquisition marks the latest deal for AO World, following its takeover of Music Magpie in December 2024.

Roberts anticipates a 5.5% sales increase and a more than 20% jump in profit for the six months to the end of September, attributing the growth to improvements in its mobile and handset business.