Kogan adds camcorders to own brand line-up

Ruslan Kogan, the 27-year-old Melbourne entrepreneur who has made a name for himself with his own brand of cut-price technology products, has added camcorders and photo frames to his online line-up.

The company is also promoting three digital photo frames and media players, ranging in prices from $110 to $159.

Kogan claims he can cut out up to 50% of the costs that go with the traditional retailing model.

Kogan's business model is based on providing "the best possible electronic products at the best possible price", by assembling the quality components from other manufacturers, facilitating the sale of products to the consumer through 'minimalist online retailing'.

"I started Kogan Technologies after recognising a huge gap in the market for affordable LCD TVs - and later, general consumer electronics devices," Kogan said in a recent interview.

"From research into the power of an online direct business model and visiting numerous consumer electronics manufacturers, I soon realised how much customers could save from buying direct from the factory floor, rather than through complicated and expansive supply chains."

The business now has 10 employees and is estimated to turnover in excess of $17 million.