Home Industry Strategy Kogan joins fitness craze

Fitness is back on the personal agenda for many people, and etailer Kogan is tapping the fitness zeitgeist with the launch of a new brand: Fortis.

Pure play online retailer Kogan is best known for its electronics products.

That's not surprising, as the business started when founder Ruslan Kogan realised the way to get a relatively cheap flat-screen TV was to buy a batch from a manufacturer and sell the rest.

More recently, the range has expanded into areas such as tools and kitchen appliances, and the company also sells brand-name items such as Samsung phones alongside its private label range.

Kogan is now moving into the sport and fitness market with its new Fortis brand.

Initial products include the TrackFit activity and sleep tracking wristband (pictured), various pieces of exercise equipment, bike lights, and golf clubs.

According to a company spokesperson, the move is a response to a market "flooded with overpriced goods."

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Stephen Withers

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Stephen Withers is one of Australia¹s most experienced IT journalists, having begun his career in the days of 8-bit 'microcomputers'. He covers the gamut from gadgets to enterprise systems. In previous lives he has been an academic, a systems programmer, an IT support manager, and an online services manager. Stephen holds an honours degree in Management Sciences, a PhD in Industrial and Business Studies, and is a senior member of the Australian Computer Society.

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