Winning Group Merges Appliances Online

Winning Group Merges Appliances Online

Appliances Online and Big Brown Box customers can now shop for all types of household appliance in one convenient place, with the merger of the two sister companies.

Lisa Creffield
Posted by Lisa Creffield

Winning Group acquired Big Brown Box from Thorn Group in 2011. At the time, it was Appliances Online’s closest competitor and sold everything from fridges to power tools. The site was relaunched as an audiovisual and consumer electronics specialist towards the end of 2011.

John Winning, CEO of Winning Group, says Big Brown Box and Appliances Online have unified to provide Australians with an efficient one-stop shop for all their household appliance needs.

“After listening to feedback and analysing customer data it became evident that there was significant crossover between Appliances Online and Big Brown Box customers. Although the two brands sold different products, in many cases we were dealing with the same customers: Australians seeking an efficient and affordable shopping experience online.

“We found that customers shopping at Appliances Online would also shop with Big Brown Box for different products. With increased demand for more product categories on Appliances Online, it didn’t make sense to direct customers away from the site – we wanted to simplify the experience for our customers,” John Winning said.

Like Big Brown Box, Appliances Online not only offers competitive pricing, it also provides free, next-day delivery to the majority of the population in addition to 24/7 locally based customer support.

“Whether you’re after a television, camera, phone, oven or fridge, you can now find everything you need on Appliances Online,” said Winning.

As of this week, all Big Brown Box customers will be redirected to Appliances Online.