Online electronics retailer, Kogan.com, has unveiled a new push into the sports and fitness catergory.

Although Kogan has become known for technology, the company has been busy quietly expanding its product range after identifying that the market was flooded with overpriced goods.

In the last few months, Kogan.com has grown rapidly from hundreds of products to thousands, taking on the department stores and big retailers.

As part of its health and fitness push, the pureplay has  launched a new brand called Fortis, sold exclusively in Australia at Kogan.com.

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

Founded in 2006, Kogan.com launched a dedicated website for New Zealand earlier this year in March.