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Kogan Looks to Turn UK TV Market Upside Down

David Gilbert


Kogan Looks to Turn UK TV Market Upside Down

Kogan is not a name you instantly associate with televisions – not here in the UK anyway. However in its home territory of Australia, the online consumer electronics retailer has made quite a name for itself offering hugely reduced prices compared to high-street retailers.

Founded in Australia in 2006 Steve Jobs-style in his parents’ garage by Ruslan Kogan, the company has grown quickly and has sold over 100,000 items directly to customers from its website. Kogan designs, manufactures, and sells a wide range of consumer electronics items direct to it customers thereby cutting out a lot of middlemen - as the graphic below handily shows.

While Kogan sells a large range of products on its home website, so far on the UK site, customers only have a choice of four LED TVs, a car lighter adaptor for LED TVs and two GPS devices. As regards price however, there is no doubt that Kogan are seriously competitive.

When comparing Kogan’s prices with those from Best Buy, who only last week entered the online market in the UK, we can see the value offered by the Australian company seems a lot better than that on offer from the American company.

That said the quality of the TVs is something that obviously needs to be taken into account. For example a 19in LED Kogan-branded TV costs just £129.99 with free delivery. A similar LG-branded TV on Best Buy costs £269.99 also with free delivery. Both have built-in digital tuners and USB slots, however the Kogan TV also has a PVR built-in.

Founder and CEO, Kogan has been outspoken in Australia regarding the nature of the consumer technology industry and publicly criticised Harvey Norman's business model, showing that the best deals on electronics could always be found online – even challenging Gerry Harvey to a public debate.

For more information you can check out Kogan’s website here.

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