Kogan gets into white goods

Entrepreneur Ruslan Rogan has flagged he will be competing with retail giants like Harvey Norman and JB Hi Fi with a push into white goods and kitchen appliances.

Mr Kogan announced yesterday that Kogan.com will be entering the Australian whitegoods and built-in kitchen appliance market with its own range of exclusive brand and price-competitive products.

It will kick off prior to the end of the 2018 calendar year.

And he said competition with the big retailers will intensify.

“The Australian whitegoods and built-in kitchen appliance market lacks competitive tension which has resulted in a limited number of players enjoying inflated margins,” Mr Kogan said,

“One major factor contributing to this lack of competition is the additional complexity and logistical requirements arising from distributing bulky products.”

He said Kogan.com’s logistics and distribution footprint would see the company providing Australians with “unprecedented value on a range of the most popular whitegoods and built-In kitchen appliances like fridges, washing machines, dryers, dishwashers, ovens, cooktops and rangehoods”

Entering into the white goods market is another expansion for Kogan.com which has a portfolio that includes Kogan Retail, Kogan Marketplace, Kogan Mobile, Kogan Internet, Kogan Insurance, Kogan Health and Kogan Travel as well as pet and life insurance.



An award winning author and journalist, commentator, lecturer, and speaker, Leon is a freelance business journalist who covers a range of areas including politics, strategy, globalization, leadership and all the big trends ahead. His main skill is summing up all the news that’s around. For the last 30 years, his main focus has been on management issues. He also produces two podcasts for RMIT University, Talking Business and Talking Technology. Leon has worked for Fairfax, News Limited, AAP and the Herald and Weekly Times.


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