Kogan launches into home appliance market

Kogan adds microwaves, vacuums and espresso machines to its range of products

Australian consumer electronics vendor Kogan is once again challenging major retailers such as Harvey Norman and Bing Lee by moving into the home appliance space.

Kogan Technologies, which recently waged an ‘LED TV price war’ against competitors in the Australian electronics market, has added a range of microwaves, vacuums and espresso machines to its inventory.

“The products that we launch are a response to people’s demand. We have received a lot of e-mails from people, saying ‘We feel like we’re getting ripped off on certain products,'” said Ruslan Kogan, founder and CEO of Kogan Technologies.

“Low prices indicate what our business is all about," said Kogan, adding that the new line of products is in direct competition with offerings from brands such as Panasonic, Sharp, Dyson and Breville.

“Our competitors sell 3-in-one microwaves for around $700; we sell them for $199... the Kogan business model targets smart shoppers,” he said.