Bolton-based online retailing giant AO has opened a new outlet store in its home town.
The store is called Elek Direct and stocks products from the AO website at 'heavily discounted prices'.
Elek Direct has moved to a unit in St Helens Road, Daubhill, having previously been based in the Spa Road Industrial Estate, near Bolton town centre.
Phil Martin, site manager at Elek Direct said: "We’re really proud of the new store and are looking forward to helping customers to find affordable and great quality appliances here in Bolton.
"We’re confident that our new location will mean even more people can come and find themselves a bargain."
AO was founded 20 years ago by Bolton businessman John Roberts and had revenues of more than £900 million in 2019.
It initially started when a close of Mr Roberts bet him £1 that he could not set up his own company and disrupt the 'white goods' market by selling appliances online.
Mark Rothwell, director of outlet sales at AO said: "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 clarified why goods at the new outlet store may be heavily discounted, compared with online.
A spokesman said: "Although products may not be perfect, all appliances sold at the outlet are new.
"Star Buys and Reduced Buys offer an exclusive price on new items, while Clearance Buys are discounted products with very slight material damage.
"With hundreds of appliances on offer, the outlet is open seven days a week, selling everything from washing machines to discounted TVs and games consoles."
