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Grafton Merchanting Rebrands As Chadwicks Group

Chadwicks Group

Patrick Atkinson, CEO, Chadwicks Group.

Chadwicks Group €5m Investment Over Three Years

Grafton Merchanting ROI has announced it is rebranding to Chadwicks Group as part of a €5m investment programme in the business.

The €5m investment over the next three years will be in rebranding, refurbishment and a significant technology upgrade to provide a range of integrated online services for customers.

All Chadwicks Group branches will remain in their current locations across Ireland.

50 locations nationwide

Chadwicks Group operates from over 50 locations nationwide. Of these 50 locations, all Heiton Buckley branches will now move to the Chadwicks brand, bringing the total number of Chadwicks branches to 37. Rebrand activity is expected to be completed by April 2020 while refurbishment activity will continue throughout the three years. Destination brands where there is a unique area of speciality within the Chadwicks Group will retain their current brand name. These include Heiton Steel, Panelling Centre, Davies, Telfords and Cork Builders Providers.

Technology Investment

As part of the overall investment, Chadwicks Group is investing in its technology systems to improve overall customer experience and create a more seamless user experience to make life easier for its customers. The first step in this overhaul is the migration of all financial and product administration information for customers to a centralised ERP system, meaning customers will have access to their account details at any of its locations nationwide. This change in process will allow customers to shop in 43 of the Chadwicks, Heiton Buckley and Panelling Centre branches at any time and receive one centralised statement every month. It will provide consistency in pricing and greatly reduce administration for customers.

A Significant Day for Chadwicks Group

Speaking on the announcement, Patrick Atkinson, CEO, Chadwicks Group, said, “The launch of the Chadwicks Group in Ireland marks a significant day in our company history. This considerable investment in our brand and technology over the next three years will provide our customers with a new and enhanced user experience across the Chadwicks Group estate.

“The construction sector is changing, and Chadwicks Group is helping to drive that change through better use of digital technology to improve customer experience and through closer integration of our businesses to ensure a complete and frictionless experience, he concludes.”