Kogan.com
Australian online retailer and technology company offering consumer electronics, home products, and digital services.
Company Type
public
Founded
2006
Headquarters
Melbourne, Australia
Stock
ASX: KGN
Revenue
approximately AUD 498 million (FY2025)
Employees
Approximately 600
Primary Market
Regional
About Kogan.com
Kogan.com operates as a comprehensive online retail and digital services platform, offering consumer electronics, home products, appliances, and lifestyle goods through its main retail operations. The company has expanded beyond pure retail into various digital services, creating a diversified business model.
The company's retail operations focus on value pricing and extensive product selection, leveraging direct sourcing relationships and efficient supply chain management to maintain competitive pricing. Kogan.com's digital services include mobile phone plans, internet services, insurance, and other financial products.
Kogan.com has invested heavily in technology and logistics to support its operations, including warehouse facilities, delivery networks, and digital platforms. The company's focus on operational efficiency and customer experience has helped it maintain strong market position in Australia's competitive online retail sector.
History of Kogan.com
Kogan.com was founded in 2006 by Ruslan Kogan, who started the business from his parents' garage in Melbourne. The company began as an online retailer of consumer electronics, focusing on providing competitive prices through direct sourcing and efficient online operations.
Throughout the late 2000s and 2010s, Kogan.com expanded rapidly, adding new product categories and establishing itself as one of Australia's leading online retailers. The company's growth was driven by its focus on value pricing, extensive product range, and efficient online operations.
The company went public on the Australian Securities Exchange in 2016, providing capital for expansion and acquisitions. In 2021, Kogan.com acquired Mighty Ape, a New Zealand online retailer, expanding its presence in the New Zealand market.
The company faced significant challenges during the COVID-19 pandemic and subsequent years, experiencing supply chain disruptions and increased competition that led to accumulated losses. However, by 2025, Kogan.com had successfully turned around its operations, achieving profitability and strong cash flow.
Brands Owned by Kogan.com
Kogan.com owns 1 brand in our database.
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Stock Information
Kogan.com Ownership: Pros & Cons
Advantages
- +Public ownership provides access to capital markets and liquidity
- +Founder-led management maintains original vision and strategic direction
- +Diversified business model across retail and digital services
- +Strong brand recognition in Australian online retail market
- +Return to profitability in 2025 demonstrates operational resilience
Considerations
- -Highly competitive online retail market requires continuous investment
- -Dependence on international supply chains creates vulnerability
- -Digital services face competition from established telecommunications and financial services companies
- -Need for continuous technology investment to maintain platform competitiveness
- -Economic sensitivity of consumer discretionary spending affects retail performance
Frequently Asked Questions About Kogan.com
Is Kogan.com publicly traded?
Yes, Kogan.com trades on the Australian Securities Exchange under ticker KGN and is widely held by institutional and individual shareholders.
Who founded Kogan.com?
Kogan.com was founded in 2006 by Ruslan Kogan, who started the business from his parents' garage in Melbourne and continues to serve as CEO and executive chairman.
Is Kogan.com profitable?
After several years of losses, Kogan.com returned to profitability in 2025, recording its first profit since FY21 with strong gross margins and over 2.6 million active customers.
What companies does Kogan own?
Kogan.com owns Dick Smith electronics retailer, Matt Blatt furniture, and acquired Mighty Ape in 2021. The company also operates various digital services including Kogan Mobile and Kogan Internet.
What does Kogan.com sell?
Kogan.com sells consumer electronics, home products, appliances, lifestyle goods, and offers digital services including mobile phone plans, internet services, and insurance products.
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