AO World says it's either Austria or The Netherlands next as expansion continues
AO World is weighing up which country would be the most suitable location for the next stage of its expansion into Europe.
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The FTSE 250-listed online retailer, which launched in Germany towards the end of last year, is considering either Austria or The Netherlands as the second country in its overseas expansion.
The former is seen as a good option because of the language, while The Netherlands is better geographically, chief executive John Roberts told the Sunday Telegraph.
The plans are part of AO's goal of becoming a major player across the continent.
Roberts, who is also the company's founder, said: "The goal is to be market leader in the categories we're in and to expand that internationally.
"Our simple aim is to be the best electrical retailer in Europe - we say best not biggest, because that comes as a result of being the best."