Bolton Based AO World Shifts More Roles Overseas Despite Record Pre-Tax Profits
AO World said outsourcing has saved about £2 million and will cut annual costs by £4 million as it shifts more customer roles abroad.
- AO World plans to move the majority of its customer contact operations to South Africa by next March, with the electricals chain having already offshored around 150 sales roles to save approximately £2 million annually.
- Government policies including increased national insurance contributions and minimum wage hikes added £8.5 million in annual costs, prompting the firm to prioritize overseas recruitment and efficiency strategies to offset soaring labor expenses.
- Record pre-tax profits doubled to £50.5 million for the year to March 31, with plans for a £20 million investor return through dividend and buyback programs, while the firm trials robotics and artificial intelligence to potentially automate up to 800 roles.
- Founder and chief executive John Roberts vowed the group will not make staff redundant, instead choosing not to replace UK workers who leave as the firm transitions operations overseas.
- Richard Hunter, Head of Markets at interactive investor, cautioned that the "external environment remains uncertain," citing ongoing geopolitical volatility and inflationary pressures, though the group maintains profit expectations for the year ahead.
12 Articles
12 Articles
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 …
Bolton’s AO moves jobs abroad as profit rises 145% – Northern Financial Review
Bolton-based electrical retailer AO World plc said it is outsourcing up to 200 UK call centre jobs to South Africa as it announced its profit before tax rose 145.1% to £50.5 million in the year to March 31, 2026. AO World also unveiled a plan to return a further £20 million to shareholders via a special dividend of £10 million and a new share buyback programme of £10 million. The Bolton firm said its total revenue — including the full year impac…
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