Kogan Promises More Disruption

Natasha Sholl By Natasha Sholl | 14 Aug 2018

From mobile, to insurance, to travel, no industry is safe from Kogan’s attempts to disrupt the market. Next up? Whitegoods.

Kogan has launched its new white goods and built-in home appliance range. It announced its plans to disrupt the market earlier this year, and as of this month, consumers can now purchase fridges, dishwashers, washing machines, dryers, ovens, cooktops and range hoods directly though Kogan.com.

“We’re changing the landscape of the Australian white goods and home appliance market,” said Sergiy Bobrovnychyy, Director of Exclusive Brands for Kogan.com.

Bobrovnychyy said that the launch came as a response to the limited options and lack of competitive pricing in the market. “Our customers have been calling out for someone to disrupt this market and that’s exactly what we’re here to do,” he said. “We’re committed to making the most in-demand products and services more affordable.”

While the initial range (which also comes with a two-year warranty) has been launched, Kogan will be building on this offering in time.

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

Kogan explained that the business’ rapid growth over the past 12 years has put the company in a position to work around any distribution constraints.

“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.”

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