Founded in 2000 by CEO John Roberts, AO World has grown to be a major online retailer of major domestic appliances (“MDA”) such as washing machines and fridges with 16% market share. The company also sells a wide variety of small domestic appliances (“SDA”), televisions (“AV”), mobile phones, consumer electricals and laptops. With a focus on brilliant service and two-person delivery, installation and recycling, the group has received over 500,000 Trustpilot reviews with an impressively high average score of 4.8/5. The group has also invested in its own recycling centre (“WEEE processing facility”), ensuring customers’ electronic waste is dealt with responsibly.