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Investing.com -- Analysts at Deutsche Bank (ETR:DBKGn) downgraded AO World to “hold” from “buy,” with analysts cutting the target price from 135p to 105p, citing fairly valued shares and a shift to more normalized earnings growth.
Analyst Alison Lygo noted that forecasts have now been extended through FY28, prompting a reassessment of valuation.
The revision follows a period in which AO demonstrated the ability to deliver double-digit B2C revenue growth in FY25.
However, with growth now expected to stabilize, Lygo said the shares appear fairly priced pending greater clarity on the potential of AO’s membership program.
AO is aiming to grow customer wallet share beyond the stable white goods replacement market.
The electrical retailer is expanding into smaller appliances, where competition is stronger and its established strengths, such as efficient two-man delivery and high customer service, do not offer a significant edge.
Lygo said AO’s differentiation does not carry the same weight when competing with Amazon’s Prime service or omnichannel retailers offering click-and-collect options.
AO has ruled out pursuing aggressive pricing, placing pressure on the company to demonstrate the value of its membership proposition.
With no clear competitive advantage in the new segments and without an aggressive pricing strategy, AO’s ability to persuade customers of its value offer will be crucial.