Kogan.com is an Australian portfolio of retail and services businesses including Kogan Retail, Kogan Marketplace, Kogan Mobile, Kogan Internet, Kogan Insurance, Kogan Travel, Kogan Money, Kogan Cars, Kogan Energy, Dick Smith, Matt Blatt and Mighty Ape. The company was founded in 2006 by Ruslan Kogan. In July 2016, Kogan.com was floated on the Australian Securities Exchange. In its first year as a listed business on the Australian Securities Exchange, Kogan.com delivered $221.3 million in gross sales.
History Kogan.com was established in 2006 by Ruslan Kogan in his parents' garage. He started with a website offering LCD televisions that would be assembled for him in Chinese factories. In October 2010, Ruslan Kogan announced that Kogan.com would expand to the United Kingdom. The company officially entered the UK market on 15 November, with a range of LED TVs and GPS units. The expansion makes Kogan the only Australian-owned international consumer electronics brand. On 14 September 2011, Kogan.com began shipping products from the company's Hong Kong operation. Bypassing wholesalers, distributors and retailers in this way enabled the company to offer products by brands including Apple, Canon, Nikon, Samsung, Motorola and more at low prices. On 15 March 2016, Kogan.com acquired Dick Smith Holding's online business. With the physical retail stores shut down, the Dick Smith brand transitioned to an online-only consumer electronics store. On 7 July 2016, Kogan.com floated on the Australian Securities Exchange. In May 2020, Kogan.com acquired Matt Blatt, a leading Australian online furniture retailer, for $4.4 million. Kogan.com acquired New Zealand-based online retailer Mighty Ape in December 2020 for $122.4 million. At December 2021, Kogan.com delivered $698 million in gross sales for the first half of FY22 (FY21 annual Gross Sales: $1.79 billion). In December 2022, Kogan.com acquired furniture and homewares operator Brosa for $1.5 million after the company went into voluntary administration.
Businesses
Kogan Retail and Kogan Marketplace Kogan.com’s business model relies on technology and digital processes aimed at reducing operational costs and offering a range of products and services at relatively lower prices. Product lines available via Kogan Retail brands include TVs, consumer electronics, appliances, homewares, hardware, toys and more. Kogan Marketplace is a proprietary eCommerce platform that partners with sellers, providing them with access to Kogan.com's millions of Active Customers. Kogan First offers members free delivery from Kogan.com on eligible products, upgrades to express shipping at no extra cost, priority customer service and access to exclusive member-only deals. Kogan.com has also caused controversy with its product range. The company voiced its opposition to the Australian government's proposed Internet filter by releasing a fictional parody product, the Kogan Portector, and received media attention in 2009 parodying Australian Prime Minister Kevin Rudd's 2007 election campaign because of its "Kevin 37" television, a 37" television marketed using advertising mimicking Rudd's campaign, which initially sold for $900 – the value of the economic stimulus payments made to many Australians in April 2009.
Exclusive Brands In July 2014, Kogan.com launched its first exclusive brand beyond consumer electronics, called Fortis. By controlling the design, manufacture, packaging and distribution of the products, Kogan.com had increased the number of exclusive brands available to 10, within a year. Kogan.com currently owns and operates 20 exclusive private label brands.
Kogan Mobile and Kogan Internet
TPG and Vodafone Kogan Mobile was re-launched in Australia with TPG (formerly Vodafone) on 19 October 2015. Kogan Mobile offers value based pre-paid mobile phone plans to Customers in Australia and New Zealand on the TPG and Vodafone New Zealand networks. Kogan Mobile New Zealand was launched in September 2019 in partnership with Vodafone New Zealand offering prepay mobile plans in New Zealand. Glimp stated that Kogan Mobile New Zealand offers one of the cheapest unlimited minutes prepay plans in New Zealand.
Telstra / ispONE Kogan Mobile was a pre-paid mobile phone service provider in Australia. It was known for being the first pre-paid mobile provider to use the widespread Telstra network. Kogan Mobile launched on 12 December 2012. By 14 December, it had already sold more than 10,000 SIM cards. In response to the announcement, a spokesman from Telstra stated; "Telstra Wholesale is not in partnership or any other direct relationship with Kogan." Kogan Mobile experienced many problems with customers being suspended for "overuse" despite offering an "unlimited call" plan. Australian Communications Consumer Action Network (ACCAN), stated that Kogan was "falling afoul" of the Telecommunications Consumer Protections Code, introduced in September 2012, which states that a product cannot be called unlimited if it is not actually unlimited. Kogan stated that they did not suspend customers but is rather the provider ispONE. In April 2013, Kogan took the provider ispONE to the Victorian Supreme Court. Kogan won an injunction ordering service provider ispONE to reinstate the 600 accounts of Kogan Mobile users it had suspended after deeming them to be using excessive the service in excess of the levels permitted. The Business Review Weekly said this was not a good start for the 4-month-old [mobile] business. The Kogan Mobile service ended with the collapse of ispONE on 19 August 2013.
Kogan nbn On 7 June 2017, Kogan.com announced that it has extended its partnership with Vodafone to 2022. As a part of the partnership, Kogan.com announced that it will offer fixed-line NBN services as well as mobile broadband plans. Kogan nbn launched on 12 April 2018. The service is supplied to Kogan by Vodafone as supplied by nbn Co Limited.
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