North's biggest electrical retailer to create 750 jobs

Electricworld, the Belfast-based electrical goods retailer, is to create 750 jobs in the Republic, investing £12 million (€15…

Electricworld, the Belfast-based electrical goods retailer, is to create 750 jobs in the Republic, investing £12 million (€15 million) in nine new megastores around the country by the end of 2000.

The company, which is the biggest electrical retailer in Northern Ireland, yesterday opened its first megastore in the Republic at Blanchardstown Shopping Centre. It will be one of four stores to be opened around the Dublin area, along with branches in Cork, Limerick, Galway and Waterford.

At the launch, Mr Les Armstrong, chief executive, said: "We are aware that it is a very tough and competitive market to be entering, but we believe we can bring a different approach. The big issue for us is people and the difference is in the way we treat our customers, our stores have more staff on the shop floor per square foot than any of our competitors."

Electricworld is part of the Shopelectric chain which employs 760 people and has a turnover of more than £50 million sterling (€77 million) per annum. The company consists of 33 high street stores and five Electricworld superstores in the North.

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Marketing director, Mr Stephen Anton, said the company had invested in extensive market research in the Republic, and even though there were already a number of competitive retailers, Electricworld would be taking a slightly different approach.

"We are aiming at a section of the market, which up to now has not being targeted, by offering improved after-sales service. Our services will include flexible delivery, quality after-sales service, and a no quibble seven-day return guarantee."

The 15,000-sq ft Blanchardstown store initially employing 60 people, will stock more than 5,000 product lines and will operate a fleet of delivery vans as part of its after-sales service from the centre.

The electrical retail market here is dominated by Power City and the ESB, but Electricworld is confident of taking some of their market share.

The Shopelectric chain, which operated as a wholly-owned subsidiary of NIE, was taken over in September 1997 by a consortium of investors headed by current chief executive, Mr Les Armstrong.

Mr Armstrong now holds a 25 per cent share, along with 3i (45 per cent share) and Viridian plc (30 per cent). The chain was originally set up by the electricity board of Northern Ireland, now NIE plc, and was developed into a separate retail company in 1993.

Since the takeover, Electricworld has seen significant restructuring, with the creation of a new brand, changes in management and the installation of a new IT system covering all aspects of the company's business.