"Take it to Timpson", AO World's musicMagpie in tech trade-in deal

(Alliance News) - AO World PLC on Tuesday said its musicMagpie unit has agreed to a deal with Timpson Ltd, which can see customers "trade in their old smartphones and receive payment in minutes".

Bolton, England-based consumer electronics seller AO World, which acquired musicMagpie for GBP10 million in December 2024, said the deal with Timpson offers "instant in-store smartphone trade-ins".

Timpson typically provides services such as key-cutting, phone repairs, watch fixing and dry cleaning. It is based in Wythenshawe.

"Following a successful four month trial, the service is now available in over 1,300 Timpson stores across the UK, enabling customers to hand over their device in-store, have it assessed in front of them and have funds transferred within minutes," AO World said. "The partnership also supports AO's strategy to grow share and awareness across new categories, particularly mobile, as well as driving increased volumes through musicMagpie's tech refurbishment business. It will also deepen AO's circular economy credentials, including reuse, refurbishment and recycling across all electricals categories."

AO World said 73% of UK adults have "at least one unused smartphone at home", with an average trade-in value of some GBP250.

AO World Chief Executive Officer John Roberts said: "We know that apathy is the biggest barrier to trading in old tech, and the ability to 'Take it to Timpson' now makes it a no-brainer for customers who can get cash in only a few minutes for their old smartphone at over 1,300 Timpson sites. It's another great synergy from our acquisition of Magpie in 2024 and is really just the start of the enormous potential that we see for this partnership.

"By combining musicMagpie's refurbishment expertise with Timpson's trusted nationwide network, we're helping customers unlock the value in their old tech instantly, while keeping more devices in use and making them more affordable for every pocket."

AO World shares fell 0.9% to 105.00 pence each in London on Tuesday morning.

By Eric Cunha, Alliance News news editor

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