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.

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."