UK pureplay AO opens Elek Direct outlet store

Online electrical retailer AO has opened a new outlet store on St Helens Road in Bolton.

Known as Elek Direct, this stocks new products from AO.com at discounted prices.

Previously tucked away on Spa Road Industrial Estate, the new 26,000 sq ft premises officially launched this week.

Star Buys and Reduced Buys offer an exclusive price on new items, while Clearance Buys are discounted products with very slight material damage.

Also of interest: AO announces first in-store experience at Tesco Middleton

Mark Rothwell, Director of Outlet Sales at AO, says: “AO has always been a Bolton-based company, so we’re excited to open the new outlet in the area.”

“From our head office in Lostock to the £1 bet in a local pub that launched the company, our roots are firmly in the North West and we’re pleased to be able to offer leading brands for a fraction of the price.”

AO also has an outlet in Telford, where refurbished appliances are sold at discounted prices.