Kogan undercuts established whitegoods retailers on price

Heather McIlvaine

10th Aug 2018

After announcing its intention to enter the whitegoods space in June, Kogan.com on Wednesday listed 20 new products for sale on its website.

They include refrigerators, dishwashers, washing machines, dryers, ovens, cooktops and rangehoods at what Kogan.com said are some of the lowest prices in the market.

A freestanding dishwasher with a 4.5 star water rating is listed for $299, and a 323-litre bottom mount refrigerator is listed for $459. All items come with a two-year warranty.

While it is hard to compare prices directly, since Kogan sells private label products rather than brand-name appliances, established players in the whitegoods space sell similar products for hundreds of dollars more.

The closest refrigerator in terms of size and style (bottom mount) from Hisense costs $699 at Harvey Norman. The cheapest freestanding dishwasher with a similar water rating at The Good Guys is a $398 DeLonghi model.

“We’re changing the landscape of the Australian white goods and home appliance market,” said Sergiy Bobrovnychyy, Kogan.com director of exclusive brands.

“For a long time, Aussies have been faced with limited options resulting in a lack of competitive tension and pricing. Our customers have been calling out for someone to disrupt this market and that’s exactly what we’re here to do. We’re committed to making the most in-demand products and services more affordable.

“Australians are more comfortable than ever shopping online. We’ve launched our initial range today and expect to be building our offering in the years to come.”