Australian Businessman Launches First LMCT+ Supermarket in Melbourne's Deer Park

Key summary

On October 13, 2026, Australian businessman Adrian Portelli officially opened the first supermarket under the LMCT+ brand in Deer Park, western Melbourne, Victoria. The store, formerly an IGA location purchased by Portelli in June 2026, operates as part of Xclusive Tech Pty Ltd, which also manages mobile apps, real estate, fuel stations, and prize activities. Adopting a membership model similar to Costco, the supermarket charges an annual fee of A$99 (approximately A$1.90 per week). Members gain access to wholesale pricing, discounts at LMCT+ fuel stations, and promotional prize events. Portelli stated the primary goal is expanding the LMCT+ member base rather than profiting from price margins. To attract new members, the store offers a price-beat guarantee of 10% below competitors if identical products are found cheaper at Coles or Woolworths during regular non-promotional periods. Initial price comparisons showed lower costs for some items like a dozen eggs (A$4.20 vs A$6.05 at Coles and A$5.70 at Woolworths) and Weet-Bix cereal (A$4.60 vs A$5.00), while fresh pork belly was priced higher at A$24.31 per kilogram compared to A$14 at Coles. Portelli plans to expand the membership-based discount supermarket model across Victoria.