Online electronics retailer, Kogan.com, has expanded into the growing online homewares market with the launch of new brand, Ovela.

To be sold exclusively in Australia at Kogan.com, the range includes office chairs, electric blankets, Egyptian towel sets, cookware, and quilts.

The launch comes one month after the online pureplay launched its sports and fitness brand, Fortis. 

Fortis products include activity tracking wristbands, smartbells, and resistance bands.