launches innovation lab to find “digital disruptors” has launched a new innovation lab aiming to support emerging tech start-ups from around the globe.

In partnership with innovation advisory firm L Marks, the electricals retailer has begun its search for “digital disruptors” who are pushing the boundaries in augmented reality, deliveries and creating unique shopping experiences.

Those who are selected will have the opportunity to demonstrate its new ideas to while working alongside it over a 10-week period.

READ MORE: lets users virtually test goods with AR

“We have a world-class IT team but we don’t know what we don’t know, so the AO Innovation Lab will challenge our thinking and open our eyes even wider,” chief executive John Roberts said.

“Partnering with experts like L Marks means we’ll find tomorrow’s tech entrepreneurs and make their ideas a reality to the benefit of our customers. It’s one of those situations where everyone involved is a winner.”

L Marks’ chief executive Daniel Saunders added: “AO is perfectly suited to support start-ups in their development whilst harnessing the latest technology innovations to improve their own operations and create new experiences for their customers.”

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