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AO World PLC is a European retailer that specializes in electrical products. The company's primary markets include essential domestic appliances, small domestic appliances, and audiovisual equipment. Within the domestic appliances category, AO collaborates with suppliers such as Fisher & Paykel, Daewoo, and Amica. The small domestic appliances segment encompasses a variety of appliances including food preparation appliances, kitchen appliances, and floorcare devices. Additionally, the company offers ancillary services to customers in the UK. AO's main geographical markets are the UK, Germany, and the Netherlands.

Asos is a global e-commerce player focusing on fashion and cosmetics and targeting the youth segment (20-somethings) globally. Of its revenue, 45% comes from its UK home market, 30% from other European Union countries, 13% from the United States, 12% from the rest of the world. The company ships to 240 countries from its three warehouses located in the UK, continental Europe, and the United States. It offers over 85 000 products on its website from third-party brands and its own labels (Asos Design, Collusion).