Coles Supermarkets is an Australian supermarket chain owned by Wesfarmers. It has 741 stores nationally, including 45 BI-LO Supermarkets that also stock Coles private label brands, and more than 100,000 employees.

Coles was founded by George James (G.J.) Coles when what was called the “Coles Variety Store” opened on 9 April 1914 in Smith Street in the Melbourne suburb of Collingwood. Expansion to more stores occurred and the chain was regarded as leaders in providing value to Australian shoppers (G. J. Coles learned the retail trade working for his father’s “Coles Store” business at Wilmot, Tasmania between 1910 and 1913).

Coles has five levels of generic or private label brands:

Coles: A mid-price line, replacing the ‘You’ll love Coles’ brand. Designed to copy established branded products.
Coles Smart Buy: A budget label covering household essentials and groceries. Easily recognizable due to its plain white and red accented packaging.
Coles Finest: A premium brand, with a small range of gourmet foods. Promoted as of greater quality than many well known branded products and usually more expensive.
Coles Green Choice: A range of household products which claim to be environmentally responsibility, with a donation being made to Clean Up Australia with every one of its products sold.
Coles Organic: A range of products grown and processed without the use of synthetic chemicals, fertilizers, pesticides or herbicides, approved by official certified organisations.
Coles Simply Less: A range of products designed for health conscious customers. Usually have lower fat, salt, or sugar levels than traditional products or are designed as a health products such as the Simply Less range of meal replacement shakes.
Mix Clothing: A range of budget essential clothing.

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