Grafton Merchanting ROI Rebrands to Chadwicks Group

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

This investment over the next three years includes a nationwide rebrand, in-branch refurbishments and a technology upgrade to enhance the overall customer experience. All Heiton Buckley branches will move to the Chadwicks brand. Refurbishment and rebrand activity is expected to be completed by March 2020.

Destination brands where there is a unique area of speciality within the Chadwicks Group will retain their current brand name.

These include:

  • Heiton Steel – specialising in steel
  • The Panelling Centre – specialising in kitchens
  • Davies – specialising in plumbing and civils
  • Telfords – includes a customer facing offering including white goods
  • Cork Builders Providers – has a unique brand equity in the south of Ireland


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 credit from any of its 50 locations nationwide. This change in process will allow customers to shop in any of the 50 Chadwicks Group branches at any time and receive one centralised statement every month, providing consistency in pricing and an easier administration process.

Chadwicks Group is also investing in its branches across the country as part of an ongoing refurbishment programme. The new-look Chadwicks Group branches will house the latest
styles and top brands on the market. New shelving, flooring, signage, counters and layout have all been installed, allowing customers to have a more hands-on experience with products.

The renovations roll-out commenced in summer 2018 and will be completed by March 2020. To date, seven branches have undergone a refurbishment and eight more branches are planned to be revamped by the end of 2019.

Speaking on the announcement, Patrick Atkinson, CEO of Chadwicks Group, said: “The launch of the Chadwicks Group in Ireland marks a significant day in our company history. This significant investment in our brand and technology over the next three years will provide our customers with a new and enhanced user experience across all 50 Chadwicks Group branches.”