An online retail site trading as Big Brown Box was launched by
Thorn Group Limited (owners of brands including
Radio Rentals and Rentlo) in November 2008. It offered
whitegoods, small appliances, and electronic products. The site allowed customers to order goods online with Radio Rentals stores facilitating delivery and service of the goods. At the time, company leaders were confident of its success in the competitive online market, but made it clear they were not pursuing a discounting war strategy, and would take a "sensible and easy approach". A statement on the
Australian Securities Exchange said the group expected minimal impact on profitability for FY11 and there was potential for far better returns from an alternative investment. John Hughes told Retailbiz the move was in the best interest of
shareholders. The strength of the Australian Dollar, leading to
price deflation, aggressive price competition and softening consumer demand were also identified as reasons for the closure. The move was completed by March 2011. John Winning, CEO of white goods retailer
Appliances Online, purchased the digital asset for Big Brown Box. Big Brown Box was part of the National Associated Retail Traders of Australia (NARTA) group. == Awards ==