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Adrian Portelli takes on Coles, Woolworths with 10 per cent price-beat
Adrian Portelli has launched his first LMCT+ supermarket at Deer Park, challenging Coles and Woolworths with a Bunnings-style 10 per cent price-beat offer.
Adrian Portelli has opened his first supermarket in Melbourne and challenged Coles and Woolworths with a Bunnings-style 10 per cent price-beat pledge.
The billionaire unveiled the new policy after the opening of his LMCT+ supermarket at Deer Park, in Melbourneâs west, on Tuesday.
Under the offer, shoppers who find an identical product cheaper at Coles or Woolworths can ask LMCT+ to beat the rivalâs regular shelf price by 10 per cent.
The competing product must be in stock, available in store and not on promotion.
Adrian Portelli opens first discount supermarket he says will take on Coles and Woolworths. But there’s a catch
Controversial Melbourne entrepreneur Adrian Portelli has officially entered Australia’s retail grocery sector, opening his first supermarket in Deer Park, in Melbourne’s western suburbs.
The supermarket marks the first physical store in a planned discount grocery rollout under Portelli’s LMCT+ brand. Originally an IGA store, the businessman confirmed he had acquired the site in June 2026, having first teased his grocery store concept in May.
Portelli’s first discount supermarket opened its doors on October 13. Instagram/@lmctplus
Similar to Costco, customers need to become a member of Portelli’s LMCT+ brand to access the savings. Those who already hold a general LMTC+ membership from Portelli’s trade promotions and rewards clubs can use their existing memberships to shop there, without needing a separate subscription.
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Billionaire Adrian Portelli takes on Coles and Woolworths with major grocery promise
Billionaire Adrian Portelli is giving major grocery stores a run for their money after opening his first supermarket in Melbourne's Deer Park.
Adrian Portelli is "giving farmers a chance" and taking on Australia's mega grocery store chains after opening his first supermarket in Melbourne's Deer Park.
The billionaire's new venture – LMCT+ Market – opened its doors for the first time at 10am on Tuesday just west of Melbourne's CBD and was met with big crowds of eager Aussies.
The 37-year-old's new venture promises to undercut major grocery stores such as Woolworths and Coles on key grocery items.
Portelli is so confident in his prices that he challenged social media users to try prove him wrong in a post shared to Instagram on Tuesday.
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