Australian consumer electronics manufacturer Kogan has dived into the home appliance market targeting bricks and mortar mass merchants Harvey Norman and Domayne.
Kogan today announced that it has added espresso coffee machines, microwaves and vacuum clearners to its existing consumer electronics line-up.
Kogan has a direct sales model with no distribution or retail channel outside of its own website.
Kogan said it is in direct competition with Harvey Norman and Domayne and will compete against house hold brands such as Dyson, Panasonic, Sharp, Delonghi, and Breville.
Founder Ruslan Kogan said the Kogan brand can "threaten" big name brands in many industries.
"We're here to smash the status quo and we've done just that today.
"We're selling these [products] at a fraction of the cost of big name brands," Kogan claimed.
Previously, Kogan told CRN that his online and direct sales model benefits his customers and the company will continue this strategy globally. He said the company does its own distribution which makes it more efficient.
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