Chadwicks Group rebrands Rooneys as Chadwicks Kells after €1.3M investment
What's the deal? Chadwicks GroupDealroom has a profile for this one. Try Dealroom → has acquired Rooneys Home and HardwareDealroom has a profile for this one. Try Dealroom →, rebranding the Kells branch as Chadwicks KellsDealroom has a profile for this one. Try Dealroom →. The Irish builders' merchant has invested €1.3 million in the site since last year, expanding its trade and retail range and launching a new home interiors line called In Home.
What each side brings: Rooneys, established in Kells in 2014, contributes a strong local reputation, established customer relationships, and an experienced 47-person team. Chadwicks adds scale, specialist expertise, and access to its wider network.
What changes for customers? The branch now stocks a broader range spanning building materials, plumbing, tools, workwear, garden, paint, agricultural, pet, and equestrian supplies, plus smart home heating controls. Specialist additions include steel, Sitetech concrete, Baumit insulation, and brickwork accessories. A showroom lets customers view bathrooms, doors, and flooring in person.
The In Home launch: The rebrand introduces In Home, a curated interiors destination offering kitchenware, gifting, lamps, and décor, alongside a EuronicsDealroom has a profile for this one. Try Dealroom → appliances range. New brands include Max BenjaminDealroom has a profile for this one. Try Dealroom →, FoxfordDealroom has a profile for this one. Try Dealroom →, Tipperary Crystal, BrabantiaDealroom has a profile for this one. Try Dealroom →, and YETI.
What's the endgame? The deal folds a trusted local operator into Chadwicks' national footprint while keeping continuity on the ground. "The same experienced team of 47 colleagues remains at the heart of the branch," said Patrick Atkinson, chief executive officer of Chadwicks Group.
Atkinson framed the acquisition as bringing "an established local business with a strong reputation and deep customer relationships into the Chadwicks Group," adding that the aim is to build on those strengths while offering "additional choice, expertise and support."
The signal: The move reflects continued consolidation in Ireland's builders' merchant sector, as larger groups absorb well-regarded independents to widen product ranges and reach without losing local trust.
