# AO World buys Jessops from Dragons’ Den star Peter Jones

By Dan Coatsworth — 2026-09-24

Following the news that AO world have purchased camera retailer Jessops, Dan Coatsworth, head of markets at AJ Bell, believes investors could question the company’s acquisition.

He said: “The market is disappointed that AO has not upgraded earnings guidance despite having a good first-half period. It is facing tough comparative figures to beat in the second half.

“Investors might question the acquisition of camera retailer Jessops. Once a popular name on the high street, the photography expert has struggled as people are now able to take much better quality pictures on their mobile phones – thereby dampening demand for standalone cameras.

“The rise of social media has improved the company’s prospects. It has driven demand for vlogging devices and compact cameras are coming back into fashion, both of which suggest a new lease of life for Jessops.

“AO is no stranger to buying companies that are seemingly on their knees. It bought tech trade-in group MusicMagpie which plays to its existing strengths in tech refurbishment. The key is proving to the market that these acquisitions aren’t wasted money.”

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