Kogan execs are selling up to $163m of shares in the online retailer through investment bank Citi.
Shares are being sold at a range of $21.60 to $22.25, with bids accepted in 5c increments.
The sell down represents 6.9 per cent of shares on issue.
The parcel of 7.3 million shares will be worth between $158m and $163m.
It will leave founder Ruslan Kogan with 15.3m shares, or 15 per cent of the company, and chief financial officer and chief operating officer David Shafer with 6.1m shares in the company or a 5.8 per cent stake.
The shares are being sold at a 6.0 per cent discount to the last traded price of $22.99.
The selldown was flagged on Monday by DataRoom.
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