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.



{{ twilioFailed ? 'SMS Code Failed to Send…' : 'An SMS verification code has been sent ...' }}

Hi {{ user.FirstName }}

Looks like you have already taken a free trial

Please enter your payment details

We have sent you a code via SMS to {{user.DayPhone}}

please enter this code below to complete your SMS verification

We cannot send you a code via SMS to {{user.DayPhone}}

If you didn't receive SMS code please

SMS code cannot be sent due to: {{ twilioStatus }}

Please select one of the options below:

Looks you are already a member. Please enter your password to proceed

Please untick this box when using a public or shared device

Verify your mobile number to proceed...

Please check your mobile number below and press the Send Verification Code button. This will be used to complete your verification in the next step.

Please sign up for full access


Updating information

Please wait ...


{{ productPrice }} / day
( GST included )
Price $0
GST $0
Discount -{{productDiscount}}
TOTAL {{productPrice}}
  • Mastercard
  • Visa

Please click on the ACTIVATE button to finalise your membership


The email address you entered is registered with InvestSMART.

Please login or select "Don't know password"

Please untick this box when using a public or shared device

Register as a new member

(using a different email)

Related Articles