ONLINE white goods giant AO.com has taken the first steps in its bid to conquer Europe.

The retailer, based at The Parklands, Lostock, launched its new German website AO.de today in a bid to break into the new markets.

The firm, which sells household appliances including tumble driers, freezers, fridges online, was recently valued at £1.6 billion.

Founder and chief executive John Roberts, who started the company after a friend bet him £1 that he wouldn’t, has become a multi-millionaire thanks to its success.

He said: “I am extremely proud of our team at AO and the scale of what they have achieved in our first step in our international strategy.

“Over the history of our business we have invested in people we believe can make things happen, and then given them the confidence to try, learn and grow.

“The launch of AO.de is testament to their ability to execute our promises and replicate our proven business model overseas.

“We are as passionate about building the AO brand in Germany as we are in the UK and can’t wait to start bringing German consumers a better way to buy the category, as we have for UK consumers.

“Germany is our stepping stone to realising our ambition to become the leading online retailer in our categories in our target markets.”

The new website was originally scheduled to go live before the end of its financial year in 2015, but the firm have trumpeted the move six months ahead of that deadline.

The site will focus only on domestic appliances initially, but otherwise will largely mirror the UK operation, providing customers with market-leading availability, price and speed of delivery for a significant range or products.

Bosses at AO.com says it has invested heavily in its head office, warehouse and in its “last mile delivery capability” in Germany to “own completely” the customer experience as it does in the UK.