The electricals retailer has partnered with Tesco in a bid to reach more customers.

Launching at Tesco Extra in Middleton, the AO in-store experience will occupy an area of 2088sq ft in the Tesco store. Featuring an open kitchen, customers are invited to ask for help and advice for the customer service team there. The area also features digital displays, a TV wall and an AO-to-Go section.

AO’s Chief Operating Officer, Danny Emmett, commented: “As a business with its roots firmly in the North West, we are delighted that our first store is opening in Middleton. Tesco serves millions of people each week and we have always said that AO delivers the best way to buy electricals so we’re excited about bringing the AO experience to even more customers through this in-store trial later this month.”

The launch of this in-store experience will create six jobs and is the first of five ‘store-within-a-store’ concepts that the retailer has planned.