Online electricals retailer AO has announced a national partnership with SSAFA, the Armed Forces charity. As SSAFA’s white goods supplier of choice, beneficiaries now have access to a range of appliances at a fixed discounted price.

The Supported Living arm of the Bolton-based retailer has negotiated hard with its supply partners to secure the best value for money for SSAFAs beneficiaries. To ensure that SSAFA can make a lasting intervention, there will also be a three-year warranty to extend the life of these essential products purchased.

Since the launch in June, AO has delivered 148 items to members of the Armed Forces community and 18 of the 90 SSAFA branches are already benefiting from the partnership. The appliances are purchased with funds gathered by SSAFA from a range of benevolent funds, which provide financial assistance to those in need in the Armed Forces community.

Johanna Kaufmann, a SSAFA volunteer who is Secretary of SSAFA’s Clwyd Division, said: “The process is extremely straightforward and with installation included in the quotation, there are no hidden costs.”


“For example, we recently supported a newly divorced client and facilitated a grant to buy white goods for the accommodation he was moving into. As well as the appliances, we were able add a laptop, which was fantastic and meant he could stay in touch with his children. The team at AO is very easy to deal with and couldn’t be more helpful – I recommend them very highly.”

Dave Sanderson, Business Development Manager at AO Business, said: “We’re really pleased to have brought SSAFA onboard as a national partner. At AO, we’re trusted to put the customer first and we believe everybody deserves an excellent experience, no matter what your circumstance. By negotiating hard with suppliers, we’re proud to be helping SSAFA in supporting even more beneficiaries than before.”

Gary Williams, Head of Specialist Services at SSAFA, said: “The partnership with AO has come at a time where beneficiaries need more help and support than ever. The fixed prices will help our funds go significantly further, so we can help all those in the Armed Forces community who need it most.”

The Supported Living division of AO Business was established in April 2019 to provide both appliances and fantastic customer service to charities and housing associations, making products more affordable for those who need them.

Founded in 1885, SSAFA is the UK’s oldest national Armed Forces charity. From supporting the transition back into civilian life to offering financial aid, the charity assisted over 85,000 people in 2019.