Australian online tech retailer Kogan has launched in the UK, promising to put an end to "rip-off prices".
The company sources consumer electronics products from Chinese and other Asian manufacturers and re-brands the products to be sold through its website.
Announcing its entry into the UK market, Ruslan Kogan, the the 27 year-old founder and CEO of Kogan, wrote: “Currently, UK consumers are 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.”
“Selling online is all about efficiency that benefits the customer - the current situation has to change. Kogan is built on the belief that ‘there is always a better way’,” he added.
Currently, the website offers a couple of self-branded TVs and GPS units, but the company said that more products will be added shortly.