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Profile - Coles

Parent Company: Wesfarmers Limited

Brand Value: $5,207 Mil.

Headquarter City: Hawthorn East, Victoria

Industry: Retail

Year Formed: 1914

Founded in 1914 and acquired by the Wesfarmers conglomerate in 2008, today’s transformed Coles is Australia’s largest supermarket, retail and consumer services chain. With over 2,300 supermarkets, liquor stores, convenience outlets, and 100,000 employees, Coles topped AU$33 billion in revenues with over AU$22 billion in assets in 2016. In 2017 the brand become one of the 20 most valuable retail brands in the world with a brand valuation of USD$5.5 billion. Coles competes across multiple categories from food, liquor, clothing, household products, financial services, and with Australia’s largest loyalty program, “Flybuys” (acquired in 2011 from National Australia Bank) Coles offers a robust reward program. After launching its online portal in 1999, the company has grown its ecommerce business and just recently partnered with Uber for home deliveries. Coles’ key advertising campaign, “Down Down, Prices Are Down”, has featured changing musical tunes over the years to keep the slogan fresh and relevant whilst focusing on the value Coles brings to Aussies everyday. And today, the company’s sustainability program supports local farmers and producers around the country.