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Online retailer Kogan.com plans to sell its own brand of washing machines, fridges, cooktops and other household and kitchen appliances, hoping to shake up the whitegoods market.

Founder and chief executive Ruslan Kogan says the new products will be available before the end of 2018.

Mr Kogan says that the lack of competition across the whitegoods and built-in kitchen appliance market has resulted in high prices for consumers.