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The online electricals store, AO, in partnership with L Marks, has today announced a global search for the next digital disruptors who will make online shopping easier and faster for its customers.

In the first such programme of its kind from a pure-play retailer, the AO Innovation Lab will select start-ups through a rigorous search and selection process to work alongside it in crossing new frontiers in e-commerce.

As the UK’s leading corporate innovation solutions firm, L Marks has created over fifty global corporate accelerators and will lead the hunt for start-ups for the AO Innovation Lab.

AO will provide the start-ups with access to senior mentors and subject matter experts, development opportunities and product validation, pilot schemes on and the potential for investment from AO and L Marks.

“The AO Innovation Lab is about inventing our future now I’m passionate about innovation and constantly disrupting ourselves in the pursuit of having the happiest customers.”

“We have a world class I.T. team but we don’t know what we don’t know so the AO Innovation Lab will challenge our thinking and open our eyes even wider. Partnering with experts like L Marks means we’ll find tomorrow’s tech entrepreneurs and make their ideas a reality to the benefit of our customers. It’s one of those situations where everyone involved is a winner.”

AO’s Founder and CEO, John Roberts

Successful start-ups will take part in a ten week innovation programme in the AO Innovation Lab which will create an environment to demonstrate ideas and collaborate to turn them into real life tools and products.

L Marks will use its expertise to identify start-ups from all over the World using criteria set by AO which includes creating unique shopping experiences, creating a more digital salesforce, optimising customer deliveries and the next phase of Augmented Reality. The AO Innovation Lab is also open to anybody who thinks they have an amazing idea but need help to get it going.

“The launch of AO Innovation Lab underlines the entrepreneurial ethos that has existed within the company since its founding less than 20 years ago. AO is a British success story that understands innovation, strategic growth, and the importance to strive for a better way. This is the first time L Marks will be working with a pureplay e-tailer and we are excited to be working with such an innovative and successful company. AO is perfectly suited to support start-ups in their development whilst harnessing the latest technology innovations to improve their own operations and create new experiences for their customers.”

Daniel Saunders, Chief Executive of L Marks

Applications to the AO Innovation Lab are open until 23:59:59 on Wednesday 22 May 2019. For more information about the programme, please visit

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