John Roberts, the energetic founder and chief executive of AO, is a man used to beating the odds. His journey began 25 years ago with a £1 bet: could he sell discounted fridges and washing machines online? Today, that wager has blossomed into AO, a £564 million British appliance powerhouse employing around 3,000 people across the UK. Yet, despite this remarkable growth and recent financial successes, Roberts finds himself increasingly frustrated with the direction of government policy—and he's not shy about saying so.
According to the BBC, Roberts has steered AO through turbulent times, including a post-pandemic slump and challenges with international expansion. Recently, the company launched its first share buyback and raised its profit outlook for the year, signaling robust health even as many consumers cut back on big-ticket purchases. But behind the scenes, Roberts says, new government measures are making it harder for British businesses like his to compete—especially against international rivals.
Roberts’ main grievance? The rising cost of doing business in the UK, exacerbated by last autumn’s Budget. As reported by the Daily Mail, AO now faces an extra £8 million a year in expenses due to increases in employer National Insurance and the minimum wage, both set to take effect from April 2025. He argues these costs, which he refers to as "grit," weigh down companies trying to stay competitive, particularly when foreign competitors—such as those in China—don’t face similar burdens.
“We can't carry costs that some of our competitors are not carrying. It's as simple as that,” Roberts told the BBC. “To not accept that is fantasyland, and we're a UK success story. As a business, we employ thousands of people, we do great service. We're rooted in the UK, and we should be turbocharged by our UK government, not disadvantaged.”
Roberts’ criticism doesn’t stop at business taxes. He’s also alarmed by rising personal tax rates, which he claims are driving wealthy individuals—and their money—out of the country. “What I really object to is the narrative that you can just keep taxing wealthy people and wasting the money. We are driving incredible amounts of wealth out of this nation,” he said, emphasizing that he knows “many people that have left the UK.” Notably, Roberts himself has donated all his AO share options and any earnings from other investments to charity for the past 11 years, despite earning a £546,000 annual salary.
For Roberts, the implications of these policies go beyond bottom lines. He’s particularly concerned about their effect on job creation and the prospects for young people. The new Employment Rights Bill, which introduces ‘day one’ employment protections for workers, is a sore spot. While designed to support employees, Roberts believes it could backfire by making employers more hesitant to take risks on new hires. “We should be talking about job creation, not enforcing things that make business leaders think twice about recruiting people and about giving somebody a chance,” he said. “If the risks associated with giving those people a chance start going up exponentially then you think twice about it.”
He worries that such measures, combined with higher business costs, will discourage companies from hiring and investing in staff development. “It will still put grit into our business and grit is cost, and that means that it's harder to be competitive,” he explained. “Costs walk into businesses on legs—those legs have got much more expensive. It is much more difficult to recruit people, it’s much less flexible than it has ever been to recruit people.”
Roberts’ broader critique extends to the government’s approach to youth and social mobility. He reflects on his own upbringing in the north west of England, describing himself as a beneficiary of the "postcode lottery of birth"—born into a loving family and sent to a good school. But for today’s young people, he says, "it's never been harder." He accuses politicians of neglecting youth issues because, as he bluntly puts it, "these kids don't vote." He laments the closure of thousands of youth clubs and the lack of investment in facilities for disadvantaged children. “Young people from a low-income, disadvantaged background aren't doomed to failure, but the hill to climb is so much harder. I've been saying for years we're teaching kids in school for all the jobs that won't exist. We don't invest in facilities and pathways as a nation for disadvantaged kids.”
Despite his frustrations, Roberts remains optimistic about the UK’s long-term prospects. He predicts an economic recession is on the horizon—echoing warnings from the Organisation for Economic Cooperation and Development, which recently projected that Britain will face the highest inflation among G7 countries in 2025. Yet, he insists, “I disagree that's it not an environment to thrive in. The market is still huge, we are still a very prosperous nation and so in that is a tonne of opportunity. We have lived through a few recessions in the last 25 years. I see that as yet another opportunity.”
Roberts’ views resonate with a growing chorus of business leaders who feel squeezed by recent policy changes. Many share his concerns about the cumulative impact of tax hikes, regulatory changes, and rising inflation on the UK’s economic competitiveness. As noted in the Daily Mail, some warn that further increases in employer National Insurance or other business costs could trigger a wave of job cuts or deter investment—outcomes that would harm workers and the broader economy alike.
The government, for its part, defends its record. The Treasury insists that the tax decisions made in the last Budget were necessary to "deliver on the priorities" of the nation, including investing in the NHS, reducing waiting times, and boosting wages for millions of British workers. “We are a pro-business government that has capped corporation tax at 25%, the lowest rate in the G7, we're reforming business rates, have secured trade deals with the US, EU and India,” a Treasury statement said.
This back-and-forth between business leaders and policymakers reflects a deeper debate about the best path forward for the UK economy. Should the government focus on protecting workers and funding public services, even if it means higher costs for businesses? Or should it prioritize competitiveness and job creation, potentially at the expense of social protections and tax revenues?
For now, John Roberts continues to make his case forcefully—arguing that the UK should be "turbocharging" homegrown success stories like AO, not weighing them down. As the economy faces fresh headwinds and the next Budget looms, his voice—and those of other business leaders—will remain central to the national conversation about Britain’s economic future.
In a climate of uncertainty and change, Roberts’ story is a reminder that behind every headline about taxes, jobs, and growth, there are real people making tough decisions every day—about where to invest, who to hire, and how to keep their businesses thriving against the odds.
