Coles Supermarkets Australia Pty Ltd, trading as Coles, is an Australian supermarket, retail and consumer services chain, headquartered in Melbourne as part of the Coles Group. Founded in 1914 in Collingwood by George Coles, Coles operates 807 supermarkets throughout Australia, including several now re-branded Bi-Lo Supermarkets. Coles has over 100,000 employees and accounts for around 27 per cent of the Australian market. Coles' large head office site in Melbourne's inner south-east has 4,000 employees of the workforce located inside. Coles Online is the company's online shopping ('click & collect' and home delivery) service. Between 1986 and 2006, Coles Supermarkets was a brand of Coles Myer Limited, later Coles Group Limited, prior to Wesfarmers purchasing Coles Group in 2007. It became a subsidiary of Coles Group again after Wesfarmers spun-off the business in November 2018. In 2020, Coles changed its slogan to "Value the Australian way". History George James (G. J.) Coles learned the retail trade working for his father's 'Coles Store' business from 1910 to 1913. (The store continued operating as "The Original Coles" at Wilmot, Tasmania until it was destroyed by a fire on 24 January 2014.) Coles itself was founded when G. J. Coles opened the 'Coles Variety Store' on 9 April 1914 on Smith Street in the Melbourne suburb of Collingwood. Further expansion occurred and Coles' interest in food retailing was spurred in 1958 when it acquired 54 John Connell Dickins grocery stores. It then acquired the Beilby's chain in South Australia in 1959 and 265 Matthews Thompson grocery stores in New South Wales in 1960. In 1960, the first supermarket (trading under the Dickins name) was opened in the Melbourne suburb of Balwyn North, at the corner of Burke and Doncaster Roads where a modernised version continues to operate. By 1973, Coles had established stores in all Australian capital cities. From 1962, its supermarkets were branded Coles New World with accompanying Space Age-themed imagery. In 1991, the stores were rebranded Coles Supermarkets and from 1998, simply as Coles. In 2004, the liquor division office ("Coles Liquor Group"), was moved from Chullora in Sydney to the company head office in Hawthorn East, Melbourne. With Coles Myer CEO John Fletcher citing the move for better efficiency between the food and liquor departments. It also resulted in Craig Watkins (35-year veteran and director of Coles Liquor) retiring from the company. From mid 2006, many Bi-Lo supermarkets were badged as