Swaggle Is Closing Down — Here's What You Need to Know

Swaggle Is Closing Down in April 2026

Coles is closing its pet care business Swaggle after two years, with the platform set to shut from April. The announcement came as a surprise to many customers — particularly those who received a closure email from the company this week — given that Swaggle had only recently made its first move into physical retail, opening a bricks-and-mortar store in Burwood, Melbourne, in September 2025.

Swaggle was launched as part of Coles' foray into the pet care industry, a sector now valued at more than $33 billion annually in Australia. The platform stocked thousands of products across food, accessories and insurance, and offered veterinary advice — positioning itself as a one-stop digital destination for Australian pet owners.

Why Is Swaggle Shutting Down?

Coles has cited shifting market conditions as the reason for the closure. A Coles spokesperson said that as customer needs evolved and demand in the pet market shifted, the company made the tough decision to close Swaggle from early April.

The broader competitive picture is hard to ignore. Woolworths made a decisive move into the category with its acquisition of a 55 per cent controlling stake in Petstock, announced in 2022 and completed in early 2024, in a deal originally valued at $586 million. Meanwhile, Wesfarmers expanded pet ranges across Bunnings and Kmart, while established operators such as Greencross and its Petbarn chain continued to hold strong positions through integrated retail and veterinary networks.

Against that backdrop, fewer than 30 people worked within the Swaggle operation — a small team competing in an increasingly crowded market.

Key Dates for Swaggle Customers

If you're an existing customer, here's what you need to know:

• Last day to place orders: 9 April 2026 at 3:00 pm AEST
• Repeat Delivery subscriptions: Will continue to be fulfilled until 25 March 2026, after which they will be automatically cancelled — no action required
• Flybuys points: Any eligible points from Swaggle promotions will still be awarded in line with Flybuys terms and conditions
• Customer support: Contact the team at support@swaggle.com.au before closure

Where to Shop Instead

With Swaggle closing, Australian pet owners have plenty of strong alternatives. Petbarn, PetStock and Pet Circle all offer extensive ranges online and in-store, with subscription delivery options similar to Swaggle's Repeat Delivery service. You can browse and compare pet product prices across Australian retailers on Dog Directory.

Frequently Asked Questions

Is Swaggle closing down?

Yes. Swaggle confirmed on 12 March 2026 that it will close on 9 April 2026. The business is owned by Coles Group, which cited shifting market conditions and changing customer demand as the reasons for the closure.

When is Swaggle's last day?

Swaggle's last day of trading is Thursday, 9 April 2026 at 3:00 pm AEST. Orders placed before that time will still be fulfilled and delivered.

What happens to my Swaggle Repeat Delivery subscription?

All Repeat Delivery orders will continue to be fulfilled until 25 March 2026 (subject to availability). After that date, subscriptions will be automatically cancelled — you don't need to do anything.

Who owns Swaggle?

Swaggle is owned by Coles Group. It was launched in April 2024 as an innovation venture to explore the specialist pet care market, operating as a standalone online platform separate from Coles supermarkets.

What are the best Swaggle alternatives in Australia?

The main alternatives for Australian pet owners are Petbarn, PetStock and Pet Circle. All offer online ordering with home delivery, and several have subscription or auto-delivery options comparable to Swaggle's Repeat Delivery service.