Who Owns Kogan?
Kogan is owned by Kogan.com Limited (ASX: KGN), an Australian publicly traded e-commerce company founded by Ruslan Kogan in 2006. The brand sells affordable televisions, audio equipment, home appliances, and consumer electronics through its online platform. Kogan.com Limited is headquartered in Melbourne, Victoria, Australia.
Parent Company
Founded
2006
Status
Publicly Traded
Headquarters
Who Owns Kogan?
- Parent Company: Kogan.com Ltd
- Ownership Type: Wholly owned
- Company Type: Publicly Traded
- Stock Ticker: ASX: KGN
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Kogan | Kogan.com Ltd | Wholly owned |
Where to Buy
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Kogan on AmazonHistory of Kogan
- Founded: 2006
- Founders: Ruslan Kogan
Kogan was founded in 2006 by Ruslan Kogan, a 23-year-old entrepreneur who started the business from his parents' garage in Melbourne. Kogan identified an opportunity to sell affordable consumer electronics directly to consumers online, bypassing traditional retail markups. The company's first product was a 32-inch LCD television sold at a fraction of the price charged by established electronics retailers.
The direct-to-consumer model proved successful in Australia, where electronics prices were historically higher than in other markets due to limited competition and high retail margins. Kogan's aggressive pricing strategy disrupted the Australian electronics market, forcing established retailers like Harvey Norman and JB Hi-Fi to lower their prices and improve their online offerings.
Throughout the 2010s, Kogan expanded from electronics into a broader e-commerce marketplace. The company launched Kogan Mobile (a mobile virtual network operator using the Vodafone network), Kogan Internet (broadband services), Kogan Insurance, and Kogan Travel. The Kogan marketplace also began hosting third-party sellers, similar to Amazon's marketplace model.
Kogan.com Limited listed on the Australian Securities Exchange in July 2016 under ticker KGN, with an initial market capitalization of approximately AUD 168 million. The IPO was one of the most successful in Australian e-commerce history.
The company experienced explosive growth during the COVID-19 pandemic as consumers shifted to online shopping. Revenue more than doubled in 2020 and 2021. However, the company faced challenges in 2022 and 2023 as pandemic-driven demand normalized and excess inventory needed to be cleared at discounted prices. Kogan.com Limited reported a net loss in fiscal year 2022 but returned to profitability in fiscal year 2024.
In 2020, Kogan.com Limited acquired Mighty Ape, a New Zealand online retailer, for approximately AUD 122 million. The acquisition expanded Kogan.com Limited's presence in the New Zealand market. The company also acquired the Dick Smith brand in 2016, which it operates as an online electronics store.
As of 2025, Kogan.com Limited has refocused on its core strengths in private label electronics and marketplace operations under Ruslan Kogan's continued leadership as CEO. The company operates primarily in Australia and New Zealand.
About Kogan.com Ltd
What does Kogan.com own?
Kogan.com owns the Kogan retail brand, Dick Smith online electronics store, Matt Blatt furniture, and Mighty Ape in New Zealand. The company also operates digital services including Kogan Mobile, Kogan Internet, Kogan Insurance, and Kogan Travel. These businesses are consolidated under Kogan.com Ltd, the ASX-listed parent entity.
Is Kogan.com publicly traded?
Yes, Kogan.com Ltd is publicly traded on the Australian Securities Exchange under the ticker symbol KGN. The company listed in 2016 via a reverse takeover and has been publicly traded since. Shares are widely held by institutional investors, index funds, and retail shareholders.
Who founded Kogan.com?
Ruslan Kogan founded Kogan.com in 2006 in Melbourne, Australia. He started the business from his parents' garage, initially selling a single model of LCD television sourced directly from a Chinese manufacturer. Kogan remains as CEO and executive chairman and maintains a significant ownership stake in the company.
Where is Kogan.com headquartered?
Kogan.com is headquartered in Melbourne, Victoria, Australia. The company maintains its corporate offices and main operational facilities in Melbourne. It also operates warehouse and distribution facilities across Australia and has a subsidiary, Mighty Ape Limited, based in New Zealand.
How many brands does Kogan.com own?
Kogan.com owns four main retail brands: Kogan, Dick Smith, Matt Blatt, and Mighty Ape. The company also operates multiple digital service lines under the Kogan brand, including Kogan Mobile, Kogan Internet, Kogan Insurance, Kogan Money, and Kogan Travel.
Who owns Kogan.com?
Kogan.com is owned by its public shareholders, with founder Ruslan Kogan maintaining a significant personal ownership stake. Institutional investors and index funds hold the majority of shares. The company is listed on the ASX and has no single controlling shareholder, though Kogan's dual role as CEO and executive chairman gives him substantial influence over strategic direction.
What is Kogan.com's revenue?
Kogan.com reported revenue of AUD 488.1 million for FY2025, the year ended June 30, 2025. Gross sales were AUD 930.9 million, up 15.1% year over year. The company generated AUD 32.4 million in free cash flow and held AUD 42.1 million in cash with no external debt at year end.
- Founded: 2006
- Headquarters: Melbourne, Victoria, Australia
- Company Type: Publicly Traded
- Stock: ASX: KGN
- Revenue: AUD 488.1 million (FY2025, year ended June 30, 2025)
- Employees: Approximately 600
Where Is Kogan Made / Based?
- Headquarters: Melbourne, Victoria, Australia
- Manufacturing / Operations: China
Kogan Categories & Tags
Kogan Sustainability & Ethics
Kogan.com Limited publishes limited sustainability information. The company does not produce a standalone sustainability report and does not disclose detailed environmental data for the Kogan brand.
As an online retailer, Kogan.com Limited's environmental impact is primarily related to packaging, shipping, and the energy consumption of electronic products. The company has introduced some packaging reduction initiatives but does not publish specific targets or results.
Kogan products are manufactured in China by contract suppliers. Kogan.com Limited requires suppliers to comply with relevant product safety and quality standards, but the company does not publicly disclose its supplier audit results or ethical sourcing policies in detail.
The brand faces inherent sustainability challenges as a budget electronics brand. Affordable electronics often have shorter lifespans than premium brands, contributing to electronic waste. Kogan.com Limited does not publish data on product longevity or repairability.
No independently verified sustainability flags from the allowed list (cruelty-free, vegan-certified, b-corp, organic-certified, fair-trade, recycled-materials, palm-oil-free, carbon-neutral) apply to Kogan as a brand.
Kogan Recalls & Controversies
Kogan.com Limited has participated in product safety recalls through the Australian Competition and Consumer Commission (ACCC) Product Safety Australia system. Recalls have been issued for various Kogan-branded products including televisions, air conditioners, and electrical accessories. These recalls are typical of budget electronics brands selling diverse product ranges.
Kogan has faced criticism regarding customer service quality and warranty support. Consumer advocacy groups including Choice have published reviews noting issues with warranty claim processing and customer service response times. Kogan.com Limited has invested in customer service infrastructure in response to these criticisms.
In 2021, the ACCC took action against Kogan.com Limited for making false or misleading discount claims during promotional sales. Kogan was found to have raised prices before applying discounts, making the discounts appear larger than they actually were. The Federal Court of Australia ordered Kogan to pay AUD 2.5 million in penalties in 2022. Kogan.com Limited stated that it had improved its pricing practices in response to the ruling.
Kogan has faced criticism regarding the quality and longevity of its budget electronics products. Some consumers have reported shorter-than-expected product lifespans for Kogan-branded televisions and appliances. The company offers warranties on its products but has been criticized for the complexity of warranty claim processes.
No systemic regulatory violations beyond the 2022 ACCC penalty have been documented for Kogan.com Limited.
Frequently Asked Questions About Kogan
Sources & Further Reading
- Kogan.com Limited FY2024 Annual Report
- Kogan.com Limited Investor Relations
- Kogan Official Website
- Australian Competition and Consumer Commission
- Product Safety Australia
- Australian Securities Exchange (ASX): Kogan.com (KGN)
- Choice: Australian Consumer Advocacy
- Wikipedia: Kogan.com
- Reuters: Kogan.com Limited Coverage
- IBISWorld: Australian Consumer Electronics Retail Report
Competitors to Kogan
No direct competitors found in the same category. This could be because Koganoperates in a unique market segment or we're still building our competitor database.
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