Big Brown Box has merged with sister brand and fellow household appliance e-tailer, Appliances Online.

Winning Group, owner of Appliances Online, acquired Big Brown Box from Thorn Group in 2011. At the time, it was Appliances Online’s closest competitor and sold everything from fridges to power tools. The site was relaunched as an audiovisual and consumer electronics specialist towards the end of 2011.

John Winning, CEO of Winning Group, says Big Brown Box and Appliances Online have unified to provide Australians with an efficient one stop shop for all their household appliance needs.

“After listening to feedback and analysing customer data it became evident that there was significant crossover between Appliances Online and Big Brown Box customers. Although the two brands sold different products, in many cases we were dealing with the same customers – Australians seeking an efficient and affordable shopping experience online,” Winning said.

“We found that customers shopping at Appliances Online would also shop with Big Brown Box for different products. With increased demand for more product categories on Appliances Online, it didn’t make sense to direct customers away from the site – we wanted to simplify the experience for our customers.”

Effective immediately, all Big Brown Box customers will be redirected to Appliances Online.