Melbourne-based billionaire Adrian Portelli has entered the supermarket game in his home city with the purchase of IGA Deer Park.
But it won’t stay an IGA store for long. Portelli – famed for his promotional shopping platform LMCT – plans to turn the IGA site into his e-commerce business’s first supermarket.
“We couldn’t be more excited for this new journey together,” said Portelli, while pictured with the new store. “IGA do a great job, so we hope we can live up to everyone’s expectations.”
Inside FMCG understands that Portelli has previously told his social media followers that an LMCT store would operate on a subscription basis, similar to its current model for petrol customers.
This wholesale-style subscription model starts at $19.99 per month, with customers often reporting fuel priced below market rates. The flagship LMCT petrol station is also in Melbourne, located 10km north of the CBD in Preston.
Portelli has previously claimed that it saves customers $726,000 in fuel costs each month.
