The chief executive and founder of AO has handed over 1.4 million of his shares in the online white goods retailer to charity.
John Roberts has reduced his holding in the Bolton-headquartered company to 18.35% after donating the shares, worth around £881,000, to good causes.
The CEO also transferred over 1.47 million shares to charity in April last year. However, AO's share price was higher at the time which meant the donation was worth about £1.2m.
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Since then, AO's price has fallen from around 90p to a low of just under 40p before rebounding to 60p.
Last year, an AO spokesman said Mr Roberts, along with his wife Sally, support a number of charities that benefit and help young people.
The company added that the "strongly believe that talent is evenly distributed but opportunity is not".
After Mr Roberts made the donation last year he had a holding of 22.4% in AO.
Last month, BusinessLive reported that AO had upped it annual earnings outlook for the third time in just over three months after it said its cost-cutting efforts were paying off.
The company said its profitability has seen a better-than-expected improvement as it drives cost savings thanks to a "resilient" customer base.
AO said price increases across mobiles have also been slightly higher than forecast.
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