Adrian Portelli opens first LMCT+ discount supermarket
Adrian Portelli has opened the first LMCT+ Market in Deer Park, Melbourne, promising to undercut the prices of major supermarkets. The store uses a subscription model where members pay an annual fee to access wholesale pricing.
What happened
- May 2026
Portelli first teases his concept for a grocery store [1].
- June 2026
Portelli acquires a former IGA site in Deer Park [1].
- October 2026
The LMCT+ Market officially opens at 10am on a Tuesday [2].
What you need to know
A $99 annual membership fee is required to access discounted grocery prices [1].
Existing LMCT+ rewards club members can shop there without a new subscription [1].
The store promises to beat Coles and Woolworths' regular prices by 10% [2].
The business intends to provide shelf space for small Australian suppliers [1].
It is not confirmed if the business will maintain its price promises as it scales, though Portelli noted his current lack of buying power compared to major chains [2].
Background
Adrian Portelli is a Melbourne businessman known for subscription-based ventures in sectors like petrol, real estate, and technology [1]. He previously gained public attention as a buyer on the television show The Block [1].
Portelli has faced past legal issues, including a $40,000 fine for his company regarding unlicensed trade promotion lotteries in South Australia [1]. He also faced criticism after a petrol giveaway caused traffic gridlock in Preston [1].
Recently, Portelli moved his family and personal base to Dubai, citing frustrations with Australian taxes and government regulations, though he continues to operate businesses in Australia [1].
Questions people ask
How much does it cost to shop at LMCT+ Market?
Customers must pay a $99 yearly membership fee to access the wholesale pricing [1].
Are all items cheaper than at Coles or Woolworths?
While some shoppers reported savings, others noted that some items, such as meat, were more expensive [2].
Where this came from
Found through Google Trends and drafted with AI from at least two cited sources. Published automatically after passing our automated checks for sources, wording and safety. It may not have been reviewed by a person yet. Report a correction.