Ao.com has created a “double-digit” million-pound business by adding small appliances such as vacuum cleaners and coffee machines to its website.

The etailer, which specialises in white goods, is in phase two of a six-stage roll-out of new product categories that will complete in the next six months.

It has already added products including food processors, toasters and microwaves and will enter any category that is a “logical extension” of its range.

Ao.com founder John Roberts told Retail Week: “Even off a tiny range, in a few weeks we’ve built a double-digit million business because there’s a huge demand for [small appliances] on our site.”

The etailer, which is tipped to float, rebranded from Appliances Online to Ao.com in August to facilitate its expansion beyond white goods.

Frozen food retailer Iceland this week launched a new appliances website in partnership with Ao.com owner DRL stocking 2,800 products.

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Interview: Ao.com founder John Roberts on reinventing white goods retail