Some merit in Kogan's April Fools hoax?

Ruslan Kogan may have pulled a fast one on the media when it comes to his bricks and mortar aspirations, but a 'bricks and clicks' approach makes a lot of sense for

Ruslan Kogan isn't a shrinking violet when it comes to publicity, and true to form the online entrepreneur couldn’t resist the temptation of pulling a fast one on the media on April Fool’s day.

To mark the event, he sent out a tantalising press release that was simply too good to be true: was set to launch a flagship bricks and mortar store at Chadstone Shopping Centre in Melbourne.


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