Kogan launches into UK with pledge to beat rivals’ prices

An Australian entrepreneur has launched into the UK’s electronics market with a pledge to put an end to ‘rip-off Britain’.

Entrepreneur Ruslan Kogan yesterday launched www.kogan.co.uk, initially selling own-brand LED TVs and GPS devices and with plans to expand the range in months to come. Kogan started trading in Australia, where it has now been operating for five years and sells household appliances and a range of consumer electronics devices.

It trades on selling its own goods at lower prices than those offered by competitors. LED TVs start at £129, and GPS devices at £109. Today Internet Retailing found GPS devices starting from £139 with a leading competitor, and LED TVs starting at £199.

Founder Ruslan Kogan (pictured) said: “UK consumers have been paying rip-off prices for everyday electronic goods and that should not be happening. We are here to shake up the market and transform the face of consumer electronics so customers get a fair deal.”

He went on to question the way the UK online market works. He said: “UK high street retailers all have a web presence, which is commendable. But why are they charging the same prices online as in store? Is it fair that an online customer should be helping pay for the rent, overheads and other inefficiencies associated with selling through a shop? Selling online is all about efficiency that benefits the customer – the current situation has to change.”