Values & Culture

The AO Way

Challenge the Ordinary

At AO our values aren’t just words, they’re in our DNA. Underpinning our culture is the belief that you can’t be paid to care; you’ve got to want to. Because of this, we know it’s our people that really set us apart. AO’ers achieve success because they care about doing great stuff. Challenging the norm isn’t easy, it takes unconstrained thinking teamed with an attitude for doing what’s right. We do this because we believe the UK needs a retailer that champions their wishes and makes life easier.


Finding the best way, developing our understanding. Innovating.


Having the courage to try, thinking in new ways, going beyond conventional limits.


Enjoying what we do, doing it with a smile on our face.


Delivering what others can’t, not giving up and doing whatever it takes.


Being genuine, making a real difference, doing what’s right.