Overview

Coles is one of Australia's largest supermarket chains and the principal supermarket banner of Coles Group. The business traces its origins to 9 April 1914, when George Coles opened a variety store on Smith Street in Collingwood, Melbourne. Although the original business was not initially a supermarket operator, it expanded through store openings and acquisitions before moving decisively into food retailing during the post-war period. Coles entered supermarket retailing in 1958 with the opening of a Coles Dickins store in Hartwell, Melbourne. The company strengthened its grocery presence through acquisitions including John Connell Dickins stores in 1958, Beilby's in South Australia in 1959, and Matthews Thompson stores in New South Wales in 1960. From 1962, many stores traded under the Coles New World name, supported by a space-age visual identity. By 1973, the chain had established stores in every Australian capital city. The Coles Supermarkets name was adopted in 1991, and the shorter Coles name became standard from 1998. The supermarket business formed part of the broader Coles Myer and later Coles Group structures between 1986 and 2006. Wesfarmers agreed to acquire Coles Group in 2007, completing the transaction in 2008. Under Wesfarmers, supermarkets were managed alongside liquor and convenience businesses. Coles was subsequently separated from Wesfarmers in 2018 and became part of the independently listed Coles Group, with the supermarket division continuing as its core retail operation. Coles operates conventional supermarkets, Coles Online, private-label ranges, loyalty activity through Flybuys, and associated customer services. Its merchandise spans fresh food, packaged groceries, beverages, household goods, personal-care items, pet products, basic apparel, and selected general merchandise. Coles also maintains a substantial online grocery operation and uses automated fulfilment and distribution infrastructure to support store replenishment and home delivery. The brand competes primarily on a combination of price, convenience, private-label value, fresh food, loyalty benefits, and national store coverage. Its major advertising platform, “Down Down, Prices Are Down,” has repeatedly been refreshed since its introduction in 2010 and has become closely associated with Coles's value positioning. Other brand themes have emphasized Australian heritage, everyday savings, quality, and the idea of incremental improvements in the shopping experience. In 2020, the company adopted “Value the Australian way” as a principal slogan. Coles has also used promotions to build traffic and customer engagement. Examples include fuel discounts linked to qualifying grocery purchases, school fundraising programs such as Apples for Students and Sports for Schools, Flybuys rewards, and the Little Shop miniature-collectibles campaign. The company has invested in supply-chain automation, electric delivery vehicles, online fulfilment, and distribution centres using Witron and Ocado technology. Coles remains an active Australian supermarket brand, although its conduct, supplier relationships, labour practices, and pricing claims have attracted regulatory scrutiny and public debate.

History

Coles began on 9 April 1914, when George Coles opened the Coles Variety Store on Smith Street in Collingwood, Melbourne. George had learned retailing in his father's store business between 1910 and 1913. The early Coles operation was a variety retailer rather than a dedicated supermarket, but its later expansion established the foundation for one of Australia's largest grocery chains. Food retailing became more important from the late 1950s. In 1958, Coles acquired 54 John Connell Dickins grocery stores and opened its first supermarket, trading as Coles Dickins Stores, in Hartwell, Melbourne. Further acquisitions followed, including Beilby's stores in South Australia in 1959 and 265 Matthews Thompson stores in New South Wales in 1960. From 1962, the supermarket network was promoted as Coles New World, using a space-age design theme. By 1973, Coles had stores in all Australian capital cities. The company adopted the Coles Supermarkets name in 1991 and increasingly used Coles alone from 1998. During the 1980s and 1990s, the business operated within the Coles Myer group and developed a national supermarket, liquor, and convenience presence. It also used several promotional identities and private-label brands as it sought to compete on price and broaden its customer base. In the 2000s, Coles converted many Bi-Lo supermarkets to the Coles banner. The broader Coles Group was acquired by Wesfarmers in a transaction agreed in 2007 and completed in early 2008. Wesfarmers organized supermarkets, liquor, and convenience businesses into a major retail division. Ian McLeod led Coles during the 2008–2014 period, while the business pursued store renewal, supply-chain improvement, pricing initiatives, and stronger customer loyalty activity. Coles acquired the remaining half of Flybuys from National Australia Bank in February 2011. It also introduced private-label clothing in 2011 and continued developing value, premium, organic, and household product ranges. Its national advertising became particularly associated with the Down Down platform, launched in 2010 and repeatedly revised through changes in music, creative treatment, and promotional emphasis. Wesfarmers announced plans to demerge Coles in 2018. The separation was completed later that year, returning Coles to an independently listed Coles Group structure while retaining the supermarket business as its principal operating division. Steven Cain was appointed chief executive of the supermarket business in connection with the demerger. More recent investment has focused on digital retailing, automation, and lower-emission logistics. Coles deployed an electric truck in 2022 and electric delivery vans in 2023. In 2023 it opened a Witron-powered automated distribution centre at Redbank, Queensland. During 2024, Ocado-powered customer fulfilment centres opened at Truganina in Victoria and Wetherill Park in New South Wales, while another Witron facility opened at Kemps Creek, New South Wales. Coles also announced further distribution-centre investment and deployed a fully electric prime mover truck. The company has faced continuing scrutiny over supplier negotiations, promotional pricing, bread-label claims, employee pay, and animal-welfare commitments. These matters form part of the broader public debate about concentration in Australian grocery retailing, where Coles and Woolworths are frequently described together as a dominant supermarket duopoly. Despite these controversies, Coles remains an active national supermarket and online-grocery brand.

2026
Federal Court ruling on Down Down claims
[9]Court finds that Coles misled customers over Down Down claimsaccc.gov.au
The Federal Court found that Coles made misleading representations in a sample of Down Down discount tickets.
2025
Peter Allen becomes chairman
[4]Board of Directors | Coles Groupcolesgroup.com.au
Peter Allen became Chairman of Coles Group on 1 May 2025.
2024
Ocado fulfilment centres begin operation
[1]Coles Supermarketsen.wikipedia.org
Automated customer fulfilment centres opened at Truganina and Wetherill Park, supported by Ocado technology.
2024
Automated fulfilment expansion
[12]Automated fulfilment expansioncolesgroup.com.au
Coles opened automated customer fulfilment centres to support online grocery growth and improve order quality and capacity.
2023
Automated distribution and electric delivery expansion
[1]Coles Supermarketsen.wikipedia.org
Coles opened a Witron-powered automated distribution centre at Redbank and introduced fully electric delivery vans.
2023
Leah Weckert becomes CEO
[3]Executive leadership team | Coles Groupcolesgroup.com.au
Leah Weckert became Managing Director and Chief Executive Officer on 1 May 2023.
2022
First electric truck deployed
[1]Coles Supermarketsen.wikipedia.org
Coles introduced its first electric truck as part of its logistics-emissions reduction efforts.
2018
Demerger from Wesfarmers
[1]Coles Supermarketsen.wikipedia.org
Coles was separated from Wesfarmers and became part of the independently listed Coles Group.
2018
Coles demerges and relists
[11]Coles demerges and relistscolesgroup.com.au
Coles was demerged from Wesfarmers and listed independently on the ASX as Coles Group Limited.
2011
Full ownership of Flybuys
[1]Coles Supermarketsen.wikipedia.org
Coles acquired National Australia Bank's remaining interest in Flybuys.
2008
Wesfarmers acquisition completed
[1]Coles Supermarketsen.wikipedia.org
Wesfarmers completed its acquisition of Coles Group.
2007
Wesfarmers acquires Coles Myer
[10]First Kmart Australia store opensen.wikipedia.org
Wesfarmers acquired Coles Myer and subsequently reorganised the group’s retail portfolio.
1991
Stores renamed Coles Supermarkets
[1]Coles Supermarketsen.wikipedia.org
The supermarket network adopted the Coles Supermarkets name.
1985
Coles Myer is formed
[2]Our history | Coles Groupcolesgroup.com.au
G.J. Coles & Coy and Myer combined to form Coles Myer Limited.
1978
Coles takes full ownership of Kmart Australia
[10]First Kmart Australia store opensen.wikipedia.org
Kresge exchanged its interest in Kmart Australia for a stake in G.J. Coles & Coy, allowing Coles to acquire full ownership of the Australian Kmart venture.
1973
National capital-city coverage achieved
[1]Coles Supermarketsen.wikipedia.org
Coles had established stores in all Australian capital cities.
1969
First Kmart Australia store opens
[10]First Kmart Australia store opensen.wikipedia.org
Coles and S.S. Kresge opened the first Kmart Australia store in Burwood, Victoria.
1960
First Coles supermarket opens
[1]Coles Supermarketsen.wikipedia.org
The first Coles supermarket opened in Balwyn North, Victoria.
1958
Entry into supermarket retailing
[1]Coles Supermarketsen.wikipedia.org
Coles opened its first supermarket in Hartwell, Melbourne, and acquired the John Connell Dickins grocery chain.
1958
Entry into larger-scale grocery retailing
[1]Coles Supermarketsen.wikipedia.org
Coles acquired 54 John Connell Dickins grocery stores, accelerating its move toward supermarket and food retailing.
1914
First Coles store opens in Collingwood
[1]Coles Supermarketsen.wikipedia.org
George James Coles opened the first Coles store on Smith Street in Collingwood, Melbourne, on 9 April 1914.
1914
Value-led opening proposition established
[2]Our history | Coles Groupcolesgroup.com.au
The first store used the opening promise “Nothing over 1/-,” setting an enduring value orientation for the brand.

Products and positioning

A broad-reach Australian supermarket brand positioned around everyday grocery convenience, fresh food, value pricing, private-label choice, digital shopping, loyalty rewards, community participation and a nationwide store network.

Full-line supermarket retail · 1958
Coles Supermarkets
The main store network sells fresh produce, meat, seafood, dairy, bakery items, packaged groceries, frozen food, beverages, household supplies, personal-care products, pet products, and selected general merchandise. Stores range from conventional full-service supermarkets to formats adapted to local shopping centres and communities. The core Coles format offers fresh produce, meat, seafood, dairy, bakery, packaged grocery, frozen food, household goods, personal care, pet products and selected general merchandise. Full-line stores are designed for weekly shops as well as top-up purchases and provide the main physical distribution network for the Coles brand.
Online grocery retail
Coles Online
Coles Online provides digital grocery shopping, home delivery, and collection services. It extends the supermarket assortment beyond physical stores and is supported by dedicated fulfilment infrastructure as well as store-based operations. Coles Online provides digital grocery ordering through delivery and click-and-collect services. It extends the physical supermarket range into an omnichannel proposition and is supported by store picking, customer fulfilment centres and delivery partnerships.
Private label
Coles
The core private-label range is positioned at the mainstream or mid-market level and is intended to provide alternatives to established national brands across food, beverages, household goods, and other everyday categories.
Value private label
Coles Simply
Coles Simply is the value-oriented private-label range, designed for price-sensitive shoppers and used across selected grocery and household categories. Coles Simply is a value-oriented own-brand range intended to provide lower-cost everyday grocery and household options. It supports Coles’ affordability proposition and complements promotional pricing and Down Down products.
Premium private label · 2006
Coles Finest
Launched in 2006, Coles Finest is a premium food range emphasizing more gourmet positioning and differentiated ingredients compared with the chain's standard private-label products. Coles Finest is the brand’s premium own-brand range, spanning food and seasonal products positioned around elevated ingredients, recipes, presentation and gifting or entertaining occasions. It helps Coles compete in premium grocery while retaining supermarket accessibility.
Organic private label
Coles Organic
Coles Organic covers products marketed as organically grown or processed, subject to the relevant certification and production requirements.
Household private label
Coles Ultra
Coles Ultra is a higher-end household-cleaning range positioned above the value-oriented Coles Simply products.
Small-format supermarket
Coles Local
Coles Local is a smaller urban store format designed for convenience-oriented shopping. It typically emphasises ready-to-eat food, fresh products, core grocery lines and location-specific ranges in areas where a full-size supermarket is impractical or where customers value proximity and speed.
Private-label food and household products
Coles Own Brand
Coles Own Brand covers grocery, fresh produce, meat and non-food products sold under Coles-owned labels. The portfolio includes value, mainstream, premium, health-oriented, plant-based, pet-care and specialty products, allowing Coles to provide different price and quality tiers while controlling assortment and presentation.
Plant-based and health-oriented private label
Coles Nature’s Kitchen
Coles Nature’s Kitchen is an own-brand range associated with plant-based and health-oriented grocery products. It addresses changing dietary preferences and provides alternatives to conventional meat and dairy categories at supermarket price points.
Loyalty program · 1994
Flybuys
Flybuys is a loyalty program used by Coles and participating partners. Coles customers can earn points through eligible purchases and use the program for rewards, targeted offers and promotional mechanics such as collectable campaigns and points redemption.
Value-pricing program · 2011
Down Down
Down Down is Coles’ long-running price-marketing and promotional platform. It identifies selected products as having reduced or sustained value pricing and has become one of the most recognisable elements of the Coles customer proposition. Its claims were the subject of ACCC litigation and a 2026 Federal Court finding.

Controversies

2026
Federal Court finding on Down Down representations
On 14 May 2026, the Federal Court found that Coles made false or misleading representations in relation to Down Down discounts. The liability hearing considered sample tickets and found misleading conduct in 13 of 14 examples, within a broader case involving 245 products.
Source
2025
Cage-free egg target delayed
Coles moved its target for cage-free shell eggs and egg ingredients in its own-brand products from 2025 to 2030, citing supply-chain difficulties and avian-influenza outbreaks. The company stated that 85 percent of its eggs were cage-free at the time described.
Source
2024
Down Down promotional pricing allegations
The ACCC alleged that Coles increased the prices of more than 245 products for limited periods before placing them on Down Down promotions at prices no lower than the earlier selling prices.
Source
2024
ACCC proceedings over allegedly misleading Down Down discounts
The ACCC alleged that Coles temporarily increased prices on hundreds of products before placing them on Down Down promotions at prices that were higher than, or equal to, earlier regular prices. The case concerned alleged breaches of the Australian Consumer Law.
Source
2020
Employee underpayment
Coles disclosed approximately $20 million in underpayments to salaried staff over a six-year period. Subsequent Fair Work Ombudsman litigation alleged that the total underpayment affected 7,805 employees and was substantially higher.
Source
2019
ACCC alleges Coles underpaid Norco dairy farmers
The ACCC revealed that Coles would pay A$5.25 million to New South Wales dairy co-operative Norco after allegedly failing to pass on the full milk price increase it had said would go to farmers. Coles said it disagreed with the ACCC’s interpretation of the issues.
Source
2015
Misleading in-store bread claims
Coles was fined $2.5 million after claims that some bread products were freshly baked in-store were found to be misleading. Some products had been partly baked overseas well before sale.
Source
2014
Supplier rebate and pressure case
The ACCC alleged that Coles used undue pressure and misleading conduct in its Active Retail Collaboration program to obtain rebates from suppliers. Coles was ordered to pay penalties and costs totaling $11.2 million in December 2014.
Source

Marketing campaigns

2025Hospitals United for Sick Kids
Australia
Coles donated from sales of participating products and invited customers to make direct donations in support of children’s hospitals and paediatric-care initiatives.
Outcome. The campaign funded hospital programs, equipment and clinical-support projects across several Australian states and territories.
Source
2024Great Value, Hands Down
Australia
A seasonal value campaign lowered prices on hundreds of products across grocery, meat, household and other categories, supplementing Down Down products and weekly specials.
Outcome. The campaign reinforced Coles’ affordability positioning during cost-of-living pressure.
Source
2024KitchenAid Ovenware Collectable
Australia
Coles partnered with KitchenAid to offer ovenware through Flybuys-linked credits earned from qualifying purchases.
Outcome. The promotion extended Coles’ collectables model into premium kitchenware and encouraged repeat shopping and loyalty-card use.
Source
2024Great Lengths
Australia
A brand and supply-chain campaign highlighted Coles’ direct relationships with Australian dairy farmers and the sourcing of Coles Brand milk, cheese and cream.
Outcome. The campaign strengthened local-sourcing and farmer-partnership messaging around the dairy category.
Source
2024Coles Movember
Australia
Coles promoted Movember through participating products, customer donations, team fundraising and ambassadors, with funds supporting men’s mental health, suicide prevention and cancer programs.
Outcome. The campaign continued Coles’ long-running partnership with Movember and linked everyday purchases with a national health cause.
Source
2023Support for the Yes campaign
Australia
Coles publicly supported the Yes case during Australia's 2023 Indigenous Voice referendum campaign.
Outcome. The position formed part of Coles's public corporate and community engagement during the referendum.
Source
2018Little Shop
Australia
Customers received miniature versions of grocery products as collectible promotional items based on qualifying purchases.
Outcome. The promotion generated substantial customer interest and was later revived for the Christmas period.
Source
2011Down Down
Australia
Coles developed Down Down as a major value-pricing platform, using a distinctive visual identity and communications focused on reducing or holding prices on selected products.
Outcome. The platform became a central part of Coles’ brand identity and value strategy, but later attracted regulatory scrutiny over the way discounts were represented.
Source
2010Down Down, Prices Are Down
Australia
Coles introduced a recurring low-price advertising platform featuring a prominent downward-pointing red hand and a musical adaptation associated with Status Quo's song “Down Down.”
Outcome. The platform became one of Coles's most recognizable long-running advertising devices and was repeatedly refreshed.
Source
2010Sports for Schools
Australia
Customers collected promotional coupons that schools could exchange for sporting equipment. The program was repeated in later years, including 2011, 2012, 2018, and 2020.
Outcome. Supported school sporting facilities and equipment through customer participation.
Source

Showing the 10 most recent.

Brand decisions

2026
Response to Down Down court findingOther
Background
The Federal Court found misleading representations in sample Down Down discount tickets following ACCC proceedings initiated in 2024.
Action taken
The court’s finding created a legal and compliance consequence for Coles’ value-marketing practices; the available reference material does not establish a final penalty or complete remediation program.
Aftermath
The ruling increased scrutiny of supermarket discount architecture and the evidentiary basis for promotional price claims.
Source
2025
National Liquorland brand alignmentStrategy
Background
Coles sought to simplify its liquor proposition and combine the strengths of Liquorland, Vintage Cellars and First Choice Liquor Market.
Action taken
Coles announced a national alignment program under the Liquorland brand, including common ranges, promotions, Flybuys and omnichannel services.
Aftermath
The rollout was expected to transform approximately 160 Vintage Cellars and First Choice stores and increase Liquorland’s footprint by about 25 percent.
Source
2024
Investment in automated customer fulfilmentStrategy
Background
Online grocery demand and customer expectations for accurate, fresh and convenient delivery increased the need for dedicated fulfilment infrastructure.
Action taken
Coles opened automated customer fulfilment centres to support online range, order accuracy, freshness and capacity.
Aftermath
The investment strengthened Coles’ omnichannel strategy and shifted a greater part of online fulfilment from conventional store-picking toward automation.
Source
2024
Acquisition of automated milk-processing facilitiesStrategy
Background
Coles sought greater control and resilience in its private-label fresh-milk supply chain.
Action taken
Coles completed the acquisition of two automated milk-processing facilities from Saputo Dairy Australia in June 2024.
Aftermath
The transaction expanded Coles’ role in milk processing and supported its direct-sourcing and supply-chain strategy.
Source
2022
Electrification of logistics fleetStrategy
Background
Coles began investing in lower-emission transport as part of supply-chain modernization.
Action taken
The company deployed its first electric truck, followed by fully electric delivery vans in 2023 and an electric prime mover in 2024.
Aftermath
The initiatives expanded Coles's use of electric vehicles in store-delivery operations.
Source
2018
Demerger from WesfarmersM&A
Background
Wesfarmers decided to separate Coles from its portfolio and retain only a minority interest initially.
Action taken
Coles was demerged into the independently listed Coles Group.
Aftermath
The supermarket business resumed operation within Coles Group as its principal retail division.
Source
2018
Demerger from Wesfarmers and independent ASX listingM&A
Background
Coles had operated within Wesfarmers after the 2007 acquisition of Coles Myer, but the supermarket business was separated into a focused listed food-and-liquor group.
Action taken
Coles Group Limited was demerged from Wesfarmers and listed independently on the ASX in November 2018.
Aftermath
The transaction gave Coles direct access to public-market capital and created a corporate structure centred on supermarkets, liquor and related retail services.
Source
2010
Launch of Down Down value platformStrategy
Background
Coles sought a highly distinctive national message around lower grocery prices.
Action taken
The company launched Down Down, using a red hand and musical advertising to communicate price reductions.
Aftermath
The campaign was revised several times and became central to Coles's value-oriented brand identity.
Source
2007
Acceptance of Wesfarmers acquisitionM&A
Background
Wesfarmers agreed to acquire Coles Group as part of a major restructuring of Australian retail ownership.
Action taken
The transaction was agreed in 2007 and completed in early 2008.
Aftermath
Coles operated within Wesfarmers until its later demerger in 2018.
Transaction value. A$22 billion agreed consideration (2007)
Source

Recent events

2025
Coles announces national Liquorland alignment[19]National Liquorland brand alignmentcolesgroup.com.au
M&A · strategy · Other
Coles Liquor announced a national program to align Vintage Cellars and First Choice Liquor Market stores under the Liquorland brand, combining ranges, promotions, Flybuys and omnichannel services.
2025
Coles launches Hospitals United for Sick Kids fundraising campaign[17]Hospitals United for Sick Kidscolesgroup.com.au
Campaign · Other
A product-linked campaign supported paediatric care, equipment and hospital projects through Hospitals United for Sick Kids and participating children’s hospitals.
2024
Coles expands automated fulfilment and distribution network[1]Coles Supermarketsen.wikipedia.org
Other
Coles opened automated customer-fulfilment and distribution facilities using Ocado and Witron technologies in several Australian locations.
2024
Coles opens automated customer fulfilment centres[12]Automated fulfilment expansioncolesgroup.com.au
Product launch · strategy
Coles expanded its online grocery infrastructure with automated customer fulfilment centres intended to improve order accuracy, freshness, range and delivery capacity.
2024
Coles launches Great Lengths dairy campaign[15]Great Lengthscolesgroup.com.au
Campaign · Other
The campaign highlighted Coles’ relationships with Australian dairy farmers and its direct sourcing model for Coles Brand milk, cheese and cream.
2024
Coles launches KitchenAid ovenware collectable[14]KitchenAid Ovenware Collectablecolesgroup.com.au
Product launch · Campaign
Coles partnered with KitchenAid on an ovenware collection earned through Flybuys-linked spending and credits, extending its long-running collectables strategy.
2024
Coles continues Movember partnership[16]Coles Movembercolesgroup.com.au
Campaign · Other
Coles used participating grocery, grooming and food products, customer donations and team fundraising to support Movember programs addressing men’s health.
2022
Coles deploys electric delivery vehicles[1]Coles Supermarketsen.wikipedia.org
Other
Coles began deploying electric freight and delivery vehicles as part of efforts to reduce emissions from its logistics operations.
2020
Coles launches “Value the Australian Way”[1]Coles Supermarketsen.wikipedia.org
Campaign
Coles introduced a new brand platform connecting everyday value with Australian households and national identity.
2018
Coles launches Little Shop collectibles promotion[1]Coles Supermarketsen.wikipedia.org
Campaign
The miniature-grocery collectibles campaign became a major customer-engagement promotion and was later brought back for the Christmas period.