WHITE goods giant ao.com is hoping to benefit from World Cup fever by adding television sales to its growing empire ahead of a summer of sport.

Today ao.com started selling television and audio visual accessories from some of the top manufacturers in a bid to benefit from a bumper period for the industry.

The company, based in Lostock, has traditionally sold washing machines, cookers and fridge-freezers, but CEO John Roberts said the firm wanted to “step out of the cold” and expand its offer.

He added: “Having studied how TVs are retailed online we found a market that was tired, static and really not meeting the needs of the consumer.

“Current online offers are over-complicated, too jargon heavy and populated with huge ranges that are hard to distinguish.

“The ao.com TV proposition is not only refreshing for the consumer but it’s also game-changing.”

The announcement follows news that Dixons Retail, the owner of Currys and PC World, will merge with Carphone Warehouse in a deal worth £3.8 billion.

Plans for ao.com include the company’s own panel of experts, who will offer their own reviews of products and videos explaining the features of individual manufacturers.

They have also committed to same day or free next day delivery with installation.

“Our TV proposition is second to none”, added Mr Roberts.

“We’ve demystified the jargon, provided greater explanation of the technologies, provided a reasonable sized range of quality brands with no own label product, and provided the opportunity to have products installed at point of delivery.

“This along with a future facing approach that factors in the predicted growth of SMART TV, the rise of the connected home and the evolution of the smartphone to a TV controller is simple but effective stuff.

“Right now there’s no other retailer, online or on the high street, that can touch the level of service and insight for TV that we have launched today.”