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North West online electricals retailer AO is to open its first ever in-store ‘experience’ - creating six new jobs.

The Bolton-headquartered company announced it will launch at Tesco Extra in Middleton next Thursday (October 22) as the first of five 'store-within-a-store' concepts.

The opening is part of a new partnership trial with Tesco, and AO said it’s part of its strategy to reach more customers.

AO will take 2,088 sq ft of space in the store, and will feature an open kitchen area where customers can ask for help and advice, digital displays, TV wall and ‘AO-To-Go’ section.

The six new jobs created will all be staffed by AO colleagues who have been trained by long-experienced staff, it said.

AO’s chief operating officer Danny Emmett said: “As a business with its roots firmly in the North West, we are delighted that our first store is opening in Middleton.

“Tesco serves millions of people each week and we have always said that AO delivers the best way to buy electricals so we’re excited about bringing the AO experience to even more customers through this in-store trial later this month.”

The online retailer said customers can browse and purchase from all its categories, except mobile phones.

Tony Hoggett, Tesco’s chief operating officer, said: “We’re excited about this new partnership with AO which will give customers access to a broader range of products and AO’s technical expertise on electrical goods.

“Our Middleton Extra store is the first of five stores to benefit from an AO concession and we’re looking forward to seeing how customers respond to this trial.”