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Our strategy, values and brands


We strive to offer real value to our customers by lowering the price of the weekly shopping basket, improving quality through fresher produce and delivering an easier, better shopping experience every day of the week.

Our values underpin our strategy and drive the behaviours that help us build deeper long-term relationships with our suppliers, provide an outstanding shopping experience for our customers and have caring and passionate team members.


Coles Strategy

Our Brands


Coles logo Coles Express logo Coles Financial Services

Our top-quality, fresh fruit, veg, seafood and meat means fresher food for your family every day.

One of Australia’s leading fuel and convenience retailers, with 685 sites across Australia, employing more than 5,000 team members. Coles Financial Services brings everyday financial products such as insurance and credit cards to Australian families.
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Vintage Cellars logo First Choice Liquor logo Liquor Land logo
With over 80 stores Australia Wide Stocking your favourite wine, Champagne, spirits and beer as well as one of Australia's largest Wine Clubs. With over 75 stores Australia wide, stocking thousands of different wines, Champagne, beers, ciders, premixed drinks and spirits, you'll be spoilt for choice. At Liquorland,we stock a range of your favourite wines, spirits, beer, cider and premixed drinks. This includes some amazing wines exclusive to Liquorland.
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