If you’ve ever been scrolling through your phone late at night, half-asleep but full of intent to snag a deal on a shiny new gadget, chances are you’ve bumped into Kogan. Maybe it was a discounted TV, or a kitchen appliance with more buttons than sense. Either way, it’s that familiar Aussie name that just keeps popping up when the price tags start looking ridiculous—in a good way. But have you ever stopped mid-click and wondered: “Who actually owns this beast of a bargain machine?” Or better yet, “Where in the world is Kogan even based?”
Let’s lift the curtain on Kogan, because this Aussie-born eCommerce juggernaut has a story as sharp as its discounts.
Who Owns Kogan and Where Is It Based?
Kogan is owned by Ruslan Kogan, its founder and CEO, and it is based in Melbourne, Australia. The company was founded in 2006 and remains deeply rooted in Australian soil, with headquarters situated in the vibrant city of Melbourne.
What Is Kogan and Why Is It So Popular in Australia?
When Kogan first hit the scene back in 2006, it didn’t come quietly. It came like a storm, shaking up the electronics market with deals that made jaws drop and competitors sweat. Ruslan Kogan, a Belarusian-born Aussie entrepreneur, decided the traditional retail model was too slow, too expensive, and—let’s be honest—too boring. So, he launched an online store straight from his parents’ garage, with a vision to cut out the middlemen and pass the savings on to everyday Australians.
The result? A one-stop digital shop that felt like it knew exactly what you needed—before you did. From smart TVs to air fryers, SIM cards to insurance, Kogan isn’t just a store. It’s more like a Swiss Army knife for Aussie consumers. And people flocked to it, not just for the prices, but for the bold, no-nonsense attitude it brought to a space that had gotten a bit too comfy.
Kogan is popular in Australia because it offers budget-friendly products, fast online access, and a wide range of services that cater directly to modern Aussie lifestyles. Think of it as the cheeky underdog who grew up to play with the big dogs—without ever losing its Aussie accent.
Who Is Ruslan Kogan?
Now here’s a name worth remembering: Ruslan Kogan. A bit of a maverick, a lot of a genius, and definitely not afraid to ruffle a few feathers. Born in Belarus and raised in Melbourne, Ruslan launched Kogan when he was just 23 years old—fuelled by a dream, a shedload of ambition, and a loan from his mum.
He’s the kind of entrepreneur who talks fast, works faster, and always seems five steps ahead of the market. Whether he’s calling out competitors or promoting another one of Kogan’s wild weekly deals, he stays unapologetically bold and brutally honest.
Ruslan Kogan is the founder and CEO of Kogan.com and remains the majority shareholder of the company. He also holds a seat on the board and maintains significant control over the company’s direction. In fact, as of recent filings, he still owns a hefty chunk of the business—so he’s not just the face of the brand, he’s its beating heart.
Where Is Kogan Based?
If you were picturing Silicon Valley or some warehouse in Shenzhen, think again. Kogan keeps it real—and local.
Kogan is based in Melbourne, Australia, with its corporate headquarters located in the city’s bustling Docklands precinct. This is more than just a symbolic choice—it shows the company’s deep commitment to staying connected with its Aussie customer base.
Sure, it sources and ships products globally, but its roots? Still firmly planted in Australian soil. There’s something satisfying about knowing that when you hit “Buy Now,” you’re supporting a homegrown company that hasn’t outsourced its soul.
Is Kogan an Australian-Owned Company?
Yes, and proudly so. There’s no foreign conglomerate hiding behind the scenes here. Ruslan Kogan built the business from scratch and still holds the reins today.
Kogan is an Australian-owned public company, with the majority of its shares still held by founder Ruslan Kogan and Australian investors. That means the company is driven by Aussie values, local market demands, and a no-BS approach to business.
Even as it’s listed on the Australian Securities Exchange (ASX: KGN), it has stayed true to its roots. So when you buy from Kogan, you’re not just getting a deal—you’re backing a bloke from Melbourne who decided the status quo wasn’t good enough.
What Products and Services Does Kogan Offer?
Here’s where it gets juicy. Because Kogan isn’t just about TVs and toasters anymore. Nope, they’ve gone full lifestyle brand, covering just about every corner of your life.
Here’s a quick table that breaks it down:
| Category | Products/Services |
|---|---|
| Electronics | TVs, phones, laptops, home audio, smart gadgets |
| Appliances | Fridges, washers, vacuums, air fryers |
| Furniture & Home | Beds, desks, décor, outdoor items |
| Travel | Hotel deals, flights, travel insurance |
| Financial Services | Credit cards, personal loans, superannuation |
| Mobile & Internet | SIM-only plans, NBN internet |
| Insurance | Car, health, home, pet |
Kogan offers a wide range of consumer products and services, from electronics to mobile plans, travel deals, and financial products.
They’ve gone from online retailer to lifestyle powerhouse, weaving themselves into your daily life in ways you might not even notice—until your toaster, telco, and tax return all trace back to Kogan.
How Did Kogan Start?
Kogan’s origin story could almost be an Aussie folk tale. Picture a young guy tinkering with tech in his parents’ garage in suburban Melbourne. That was 2006. Ruslan saw that big-box retailers were charging too much for electronics, so he thought—why not cut them out and go direct?
And that’s exactly what he did.
Kogan started in 2006 in Melbourne, founded by Ruslan Kogan in his parents’ garage with the goal of selling electronics directly to consumers online. With no physical stores and minimal overhead, he could undercut the competition and deliver serious value.
The first product? A TV. Not fancy, but affordable. And people snapped it up. Fast-forward a few years and Kogan.com is one of Australia’s most recognised online retailers.
What Makes Kogan Different From Other Retailers?
It’s not just the prices—though those help. Kogan’s real magic lies in its agility. While other brands are still in committee meetings, Kogan’s already tested a product, launched it, and is taking feedback.
It’s a bit like comparing a speedboat to a cargo ship.
Kogan stands out because of its direct-to-consumer model, aggressive pricing, broad product range, and digital-first strategy.
Examples? Sure:
- They launched their own mobile network (Kogan Mobile) when telco prices were sky-high.
- They offer travel insurance, flights, and accommodation in a bundled Kogan Travel service.
- Their private label products undercut name brands, but still deliver decent quality for the price.
It’s not always perfect (some reviews will tell you that), but it’s fast, flexible, and unapologetically customer-focused.
Who Are Kogan’s Main Competitors?
In the wild world of online retail, competition is fierce. But Kogan isn’t afraid to go toe-to-toe with the giants.
Kogan’s main competitors include Amazon Australia, JB Hi-Fi, The Good Guys, and Catch.com.au.
Each brings something different to the table. Amazon has global reach, JB Hi-Fi has retail stores, and Catch is a discount darling. But Kogan holds its own by offering consistently lower prices and integrating multiple services under one digital roof.
Can You Trust Kogan?
Let’s not sugar-coat it—online shopping can feel like a gamble sometimes. But Kogan? For the most part, they deliver the goods.
Yes, you can trust Kogan for most purchases, especially if you’re aware that some products are grey imports or sourced internationally.
Their customer service can be hit-or-miss, and shipping times vary depending on the product. But the platform is legit, secure, and backed by a public listing on the ASX. Thousands of Aussies use Kogan daily without issue. Just read the fine print and you’ll be fine.
FAQs
Is Kogan a Chinese company?
No, Kogan is an Australian company headquartered in Melbourne and founded by an Australian entrepreneur.
Does Kogan have physical stores?
No, Kogan operates entirely online to keep overhead costs low and prices competitive.
Is Kogan listed on the stock exchange?
Yes, Kogan.com is publicly listed on the Australian Securities Exchange under the ticker KGN.
Can I return items bought from Kogan?
Yes, Kogan has a returns policy that allows you to return items under certain conditions within a specific timeframe.
Does Kogan offer warranties?
Yes, most products come with a manufacturer’s warranty or a Kogan Extended Care option.
Conclusion
So there you have it—Kogan isn’t just a name on a discount TV box. It’s a living, breathing Aussie success story, driven by a sharp-tongued entrepreneur with a garage dream and the grit to make it real. Still owned by Ruslan Kogan, still based in Melbourne, and still rattling the retail cage with every budget-friendly deal it drops.
Whether you love it for the prices, the range, or just the cheeky marketing, Kogan has cemented its place in the heart of Australian online retail. And as long as there are people looking to save a few bucks without sacrificing convenience, you can bet Kogan will be there—waiting with another “hot deal” just around the corner.