Online retailer Kogan files for IPO


news Online retailer has announced an initial public offering (IPO) that it said is aimed to raise $50 million via the sale of new shares.

The shares will available at an offer price of $1.80 each and the firm expects to list on the ASX on 30 June.

The majority of the funds raised will be put towards growing the firm’s business, including investment in new products and categories, as well as marketing, Kogan said.

Alongside that, Kogan said it is pursuing growth in new verticals, including Kogan Travel and Kogan Mobile, and integration of the Dick Smith online assets, which were acquired in April following the company’s collapse.

The firm plans to further expand its higher-margin product ranges, as well as the Kogan community and fan base, which it hopes will increase both website traffic and sales frequency.

The share offer – opening 17 June – will comprise of four categories: institutions, broker firms, investors nominated by the firm (priority offer), and an employee offer (open only to eligible employees only).

However, there will be no general public offer, according to the firm.

Current shareholders, founder and CEO Ruslan Kogan (pictured) and COO and CFO David Shafer, will retain approximately 69.2% of the company.

“Our goal is to make in-demand products and services more affordable and accessible,” said the CEO. We want to ensure that everyone who invests in and becomes a part of our story, believes in our mission, learns about what makes us tick, and understands why we have had 52 million visits to’s core website channels in the past 12 months.”

“By focusing on our customers and funding our growth from cash flow, we have been EBITDA positive since inception,” he continued.

Describing the firm’s “strong growth” over the past 10 years and its previous avoidance of external equity funding, he added: “I am incredibly proud of’s track record and I believe this sets us apart from our peers.”

In its statement, Kogan also announced the appointment of Greg Ridder as Non-Executive Chairman and Harry Debney as Non-Executive Director.

Both additions bring international and local experience in retailing, consumer goods, packaging and logistics to the board, the firm said.

“ is part of a ‘Next Generation’ of online retailers,” said Ridder.

“As embarks upon its next phase of growth it is well placed to consolidate its leadership position in online consumer electronics and general merchandise, expand into new categories and explore vertical opportunities where the Kogan brand can deliver strong consumer recognition and loyalty,” he added. had 52 million site visits in 2015, 621,300 unique customers in the same period, and now has 2.3 million email subscribers, according to the firm’s figures. It offers approximately 28,000 private label and branded products.

Image credit: Kogan


  1. Strange that they’re doing an IPO for such a small amount. I would have thought they could simply extend a line of credit for such a paltry amount…

  2. Hmm, I wouldnt touch Kogan shares with a ten foot barge pole! Just like I wouldnt touch his cheap and nasty products with one!

    You can get better quality affordable products and service from JBHiFi via brands like HiSense!

    • I’ve bought many things from Kogan (major brands, as well as their own stuff) over the last few years, and *all* have been very high quality. My only complaint is that their overseas warehouse is slooooooow with letting you know the item(s) have shipped – I got a Sony XPeria z3c 2 years ago from them, and it arrived in 5 days, which is well within the 2 weeks they quoted for actually leaving the warehouse. On the 7th day I got an email telling me the phone (by now fully charged and in my pocket to 2 days) was on its way. I’d quite happily sign up for their IPO if I could – I’m not an employee or otherwise nominated by the firm.

      The Kogan Steam Mop is the best I’ve come across – and we’ve been through several major brands trying to find one that works right.

      • James, Im not talking about brand name gear, the Kogan gear is utter garbage, especially their TV’s. It doesnt matter who makes the panel when the electronics driving them is the cheapest junk on the market.

        I’ve had several family members buy their junk despite my warnings and then come crying for help when the HDMI ports exhibit weird compatibility problems and the screens are impossible to calibrate the picture to anything resembling accurate colour!

        I could go on but I wont.

  3. What I dont understand is how can a company that generates an alleged profit of $400k PA, put a 70% stake owners net wealth at $350million according to BRW… Doesnt take a rocket scientist to figure this all out.

  4. They sell dead on arrival cheap crap. They are scammers do not buy from them. I had a problem with a Samsung phone I had just bought from them years ago and they wanted me to video record the problem. They expect full run around. Terrible. Another crap tablet had a charging problem and instead of eventually refunding me they gave me a credit, the dirtbags.

    • They legally can’t do that, they must offer you a repaired device or money back. You can choose to accept store credit, but they cannot offer only store credit. If you accepted the store credit you need to take them to task over it.

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