The Cobra Group of Companies has a philosophy of entrepreneurship. We specialise in incubating, developing and managing a diverse portfolio of start-up businesses and successful companies.

The organisation was originally founded as Cobra Group by Chris Niarchos, in Sydney, in 1988. His aim was to build a professional, innovative and personalised direct sales and marketing business.

By the early 1990s the company had expanded into more than a dozen countries, and Chris had well and truly achieved his original objective.

Over the next decade, Cobra Group diversified into many other business areas so it was necessary to give the original, now global, direct sales business a unique identity and, in 2011, Appco Group was born.

All sales and marketing activity was re-branded under Appco Group and, today, Appco businesses operate in 20+ countries around the world. Each business is independent, but all are proud to be part of a global community.

Appco businesses are able to draw on each other’s experience and best practice to ensure they deliver world-class direct-marketing and fundraising services to their local clients.

The addition and development of many other successful businesses within the Cobra Group family – including SG Global Support Services and Cobra Technology – form The Cobra Group of Companies.

The Group may be diverse, but it is united by a common theme of opening up a world of opportunity to the people who work with us, or who are associated with one of our group companies.