Kogan made a play for whitegoods

Offering more than 20 appliances.

Kogan.com entered the Australian whitegoods and built-in kitchen appliance market in August with the release of exclusive branded products including refrigeration, washing machines, dryers, dishwashers, ovens, cooktops and rangehoods.

Kogan.com founder and CEO, Ruslan Kogan described the move as a ‘huge win’ for consumers.

“The Australian whitegoods and built-in kitchen appliance market lacks competitive tension which has resulted in a limited number of players enjoying inflated margins. One major factor contributing to this lack of competition is the additional complexity and logistical requirements arising from distributing bulky products.

“Due to the rapid growth of the Kogan.com business over the last 12 years, we are now in a positon where our logistics and distribution footprint enables us to enter this market and provide Australians with unprecedented value on a range of the most popular whitegoods and built-in kitchen appliances.”

Product pricing starts from just $59 for a rangehood with the most expensive product – a top mount refrigerator – retailing for $599. All appliances come with a two-year warranty.

Kogan.com also started selling its new SmarterHome range with two panel heaters, smart plugs, bulbs and portable air conditioners, made available to Australian customers. The products are compatible with Google Assistant and Amazon Alexa.

Kogan director of exclusive brands, Sergiy Bobrovnychyy said, “This launch is just the beginning. Smart home technology is the future of simplifying our lives and now we get to help bring that future into the homes of more Australians.”


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