10 Facts About Coles Supermarkets

Coles Supermarkets Australia Pty Ltd, trading as Coles, is an Australian supermarket, retail and consumer services chain, headquartered in Melbourne as part of the Coles Group.

Between 1986 and 2006, Coles Supermarkets was a brand of Coles Myer Limited, later Coles Group Limited, prior to Wesfarmers purchasing Coles Group in 2007.

Coles Supermarkets opened the 'Coles Supermarkets Variety Store' on 9 April 1914 on Smith Street in the Melbourne suburb of Collingwood.

In September 2011, Coles Supermarkets commenced stocking private-label clothing in their stores with several stores receiving refits to accommodate the range.

In 2007, the slogan and circle tick were discontinued with simply the Coles Supermarkets name used in preparation for a new red ball logo to match proposed Coles Supermarkets Group livery, which was shelved later in the year as the business was sold.

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The slogan "Good things are happening at Coles Supermarkets" was rolled out in 2018, and its current slogan "Value the Australian way" was employed in 2020.

In 2010, Coles Supermarkets launched a new sub-slogan, "Down Down, Prices Are Down", featuring a large red cartoon hand pointing downwards to symbolise the chain's low price policy.

In February 2016, Coles Supermarkets updated the "Down Down" campaign again, to the tune of That's Amore.

Coles Supermarkets has been accused by suppliers of using heavy-handed tactics when dealing with its suppliers.

Currently Coles Supermarkets has eight levels of generic or private label brands, although they plan to consolidate these into the basic Coles Supermarkets brand.