Flash sale: AO snaps up camera seller Jessops from Dragons’ Den star Peter Jones

By the Editorial Team · Friday, September 25, 2026

AO World has acquired the UK camera retailer Jessops, including its seven remaining stores, to diversify beyond its traditional markets of white goods and electronics. This expansion will leverage Jessops' expertise in cameras and AO’s existing re-commerce businesses to broaden product offerings and strengthen its position in the circular economy.

AO World has acquired the UK-based camera retailer Jessops from entrepreneur Peter Jones, expanding its portfolio beyond its core markets of white goods, mobile phones, and televisions. The online electrical retailer confirmed on Thursday that it had completed the purchase of Jessops, including the brand’s remaining seven stores nationwide, for an undisclosed sum. The deal was financed through AO’s existing cash reserves.

This acquisition forms part of AO’s strategic initiative to broaden its product range by entering adjacent categories. AO said the move aims to provide customers with a wider selection while increasing the company’s share of consumer spending. Jessops’ specialist knowledge in cameras and optical technology is seen as a valuable addition, alongside its re-commerce business Camera Jungle, which complements AO’s previously acquired musicMagpie operation. MusicMagpie, bought by AO in December 2024, focuses on trading refurbished smartphones, tablets, consoles, and other media products. Camera Jungle deals in secondhand digital cameras, lenses, and photography accessories, enhancing AO’s presence in the circular economy.

Jessops, founded in Leicester in 1935 by Frank Jessop, has faced significant financial challenges over the past two decades. The retailer entered administration three times, most recently in 2021, after operating with a reduced number of stores. Peter Jones, who initially bought the Jessops brand in 2013 through his PJ Investment Group following its first administration, had shifted the business towards an online-only model without acquiring the chain’s original 187 physical stores. This restructuring led to the loss of more than 1,370 jobs. Jones later re-established several stores, but the company again faced administration in 2019 and 2021, partly due to the impact of Covid-19 lockdown restrictions.

Despite these difficulties, Jessops has shown signs of recovery. The company reported a 6.5% increase in revenue to £19.8 million last year and narrowed its pre-tax losses to £1 million, down from £1.17 million in 2024, according to recent Companies House filings. AO expects to leverage its scale, web traffic, and operational expertise to help grow Jessops over the next year.

John Roberts, AO’s founder and CEO, welcomed the acquisition, emphasizing the opportunities to integrate Jessops into AO’s broader business and drive further expansion. Roberts founded AO in 2000 after betting a friend he could transform the online market for household appliances.

Attempts to reach Peter Jones for comment were not successful.

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