Who owns Flybuys?
Flybuys is half-owned by Coles (Australia, ASX: COL).[1]
Coles owns 50% of Flybuys rather than all of it.
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Coles Group Annual Report 2026, Coles Group Limited. Last checked .
Key facts
- Current owner
- Coles Group Limited (50% stake) reported
- Owner HQ
- 🇦🇺 Australia, Hawthorn East, Victoria
- Origin
- 🇦🇺 Australia
- Founded
- 1994
- Category
- Home, garden & DIY › Retailer own brands › General merchandise own brands
- Parent ticker
- ASX: COL
- Last verified
- · 1 sources
About Flybuys
Flybuys is an Australian coalition loyalty programme with more than ten million active members. Coles owns half of it; the other half belongs to Wesfarmers, the conglomerate Coles was demerged from in 2018, which is why a scheme central to one supermarket group is jointly controlled by the owner of a rival set of retail chains.
Ownership timeline of Flybuys
Where Flybuys sits in Coles
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Coles ownership tree →
See the full Coles brand portfolio (4) →
Other brands owned by Coles
Coles controls 4 brands on Brandtree, 4 of them in home, garden & diy.
Also in home, garden & diy
- Coles (1914)
- Coles Local (2019)
- Liquorland (1981)
Other brands in general merchandise own brands, and who owns them
The 162 brands in general merchandise own brands on Brandtree belong to 68 owners. The largest is JD Sports, with 15; Coles has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| Blacks | JD Sports | 🇬🇧 United Kingdom |
| Bebemundo | Corporación Favorita | 🇪🇨 Ecuador |
| Innom | Reitan Retail | 🇳🇴 Norway |
| B&Q | Kingfisher | 🇬🇧 United Kingdom |
| Anko | Wesfarmers | 🇦🇺 Australia |
| Basualdo | Cencosud | 🇨🇱 Chile |
| Bike Republic | Colruyt Group | 🇧🇪 Belgium |
| Glans | Hagar | 🇮🇸 Iceland |
Every brand in general merchandise own brands and its owner →
About the owner: Coles
Coles is a publicly listed company headquartered in Hawthorn East, Victoria, Australia, founded in 1914. Brandtree records 4 brands under its control, and it is listed as ASX: COL.
Coles is the second of the two supermarket groups that dominate Australian grocery, founded in 1914 and demerged from the conglomerate Wesfarmers in 2018. Its own accounts list its brand portfolio as Coles, Coles Local, Liquorland, Liquorland Cellars, Liquorland Warehouse, QuiteLike, Coles 360 and Coles Financial Services, plus a half share of the Flybuys loyalty programme. It sold its petrol stations to Viva Energy in 2023 and now supplies them under a product supply arrangement instead.
🇦🇺 Flybuys and other Australian brands
Brandtree records a controlling owner for 228 brands that began in Australia. 72 of them (32%) are now controlled by a company headquartered in another country; Flybuys is not one of them.
Frequently asked questions
Who is the parent company of Flybuys?
Flybuys has no sole parent company: it is half-owned by Coles, a publicly listed company headquartered in Australia.
Is Flybuys Australian?
Yes. Flybuys originated in Australia in 1994 and its owner, Coles, is also headquartered in Australia.
Is Flybuys still owned by Coles?
Yes. As of 16 September 2026, Flybuys is still half-owned by Coles. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Coles Group Annual Report 2026 — Coles Group Limited, Annual report; retrieved 16 September 2026.
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