Kogan "does a Branson" in the UK

Australian consumer electronics manufacturer and e-tailer Kogan launched its UK operations overnight via announcements on Twitter, Facebook and the company’s newly launched UK website. 

Kogan went live with the online shop around 6pm AEDST. At the same time the company announced on Twitter that it "had arrived in the UK!" and revealed that it was launching in the UK that day, on Facebook. 

The company, which manufactures and sells direct to online customers, has initially made LED TVs and GPS devices available in the UK . 

Kogan's 27-year-old founder Ruslan Kogan said it was the “most exciting development in the company since starting Kogan in his parent's garage nearly five years ago”.

"I'm in London now doing to the UK what Sir Richard Branson does to Australia every few months: dropping in and turning an industry on its head. Brits are currently paying too much for their TVs, it's that simple," he said.

Kogan has established a warehouse in Birmingham for storage and shipments within the country but operations will continue from its Melbourne headquarters. 

"The best news for Australians is that within weeks Kogan will become a multi-million pound business, meaning increased buying power and ultimately better prices for all our customers.

"On top of this, while we will engage other businesses in region-specific auxiliary roles such as warehousing and logistics, all Kogan jobs will remain in Australia," he said.