Name

DID Electrical

Legal name

DID Electrical Appliances Limited

Website

https://did.ie

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Consumer Electronics & Home Appliance Retail

akta.pro primary industry

Off-Price Small Appliances & Home Electronics Retail (CRAEACAH)

akta.pro secondary industries

Power Supplies, Batteries & Charging Components Retail (CRACAKAD), Spare Parts & Replacement Components Retail (Batteries, Screens, Chargers) (CRACAJAG)

Keywords

• Home appliance retail
• Consumer electronics store
• Kitchen appliance sales
• TV and audio retail
• Commercial appliance supply

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail appliance and electronics sales: DID Electrical generates revenue primarily through retail sales of home appliances, consumer electronics, small appliances, and related accessories to consumers and businesses in Ireland. The company operates both physical retail stores and an e-commerce platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

DID Electrical is an Irish retailer that sells home appliances, consumer electronics, and small appliances through 25+ physical stores and an e-commerce platform at did.ie. The product range covers washing machines, tumble dryers, fridge freezers, dishwashers, ovens, cookers, hobs, air fryers, vacuum cleaners, coffee machines, TVs, audio equipment, laptops, tablets, gaming, smartphones, smartwatches, and smart home devices. The company also serves commercial property developers, Build-to-Rent operators, and student accommodation suppliers through a dedicated B2B division offering supply, installation, and warranty support.

Product overview

DID Electrical is an Irish retailer offering a comprehensive portfolio of consumer electronics and home appliances through physical stores and online channels. The core offering spans major home appliances (washing machines, tumble dryers, fridge freezers, dishwashers, ovens, cookers, hobs), small appliances (air fryers, vacuum cleaners, coffee machines, cooling fans, heating), TV & audio (4K/OLED/QLED TVs, soundbars, headphones), computing & gaming (laptops, tablets, gaming consoles), and smartphones & smart tech (iPhones, Samsung Galaxy devices, smartwatches, smart home). The company operates a B2B commercial division for property developers and offers supplementary services including delivery, installation, protection plans, and humm financing. With 25+ store locations nationwide, DID serves both residential consumers and business customers across the Republic of Ireland.

Differentiator

Problem solved

Functional benefit

Products and services

• Washing Machines Front-loader and top-loader washing machines ranging from 6KG to 14KG capacity, including freestanding and integrated models from brands such as Bosch, Miele, Samsung, Hoover, and Electrolux, sold to residential consumers and commercial property developers.
• Tumble Dryers Heat pump and vented tumble dryers in freestanding and integrated configurations for energy-efficient residential laundry drying.
• Fridge Freezers Freestanding, integrated, American-style, and multi-door refrigerator-freezer combinations with various split ratios and frost-free technology from brands including Samsung, LG, Hoover, and Whirlpool.
• Dishwashers Freestanding and integrated dishwashers in various widths and capacities for residential kitchen use.
• Ovens Single ovens, double ovens, combi ovens, and microwaves from brands including Neff, Bosch, and Siemens.
• Air Fryers Countertop air fryers including Ninja brand and other manufacturers for healthy cooking with rapid air circulation technology.
• Vacuum Cleaners Bagless, cordless, cylinder, and robot vacuum cleaners from Dyson, Miele, Shark, and Eufy brands.
• Coffee Machines Nespresso, Sage, De'Longhi, bean-to-cup, and pod coffee machines for home brewing.
• TVs 4K, OLED, QLED, and Smart TVs in sizes from 22 inches to 60+ inches from Samsung, LG, Sony, and Nordmende.
• Soundbars & Audio Soundbars, speakers, record players, portable Bluetooth speakers, radios, and microphones for home audio systems.
• Headphones & Earbuds Apple AirPods, Samsung, JLab, and other wireless earbuds and over-ear headphones.
• Laptops Windows laptops, Chromebooks, MacBook Air, MacBook Pro, and MacBook Neo from Apple, Lenovo, and other manufacturers.
• Tablets iPads, iPad Air, Samsung Galaxy Tabs, and tablet accessories for productivity and entertainment.
• Gaming PlayStation and Nintendo consoles, gaming monitors, gaming laptops, headsets, controllers, gaming chairs, and games.
• Smartphones iPhones (including iPhone 17, iPhone 17e, iPhone 17 Pro), Samsung Galaxy phones (S26, S25, A series), Honor, and Xiaomi devices.
• Smart Watches Apple Watch, Fitbit, Samsung, and Garmin smartwatches and fitness trackers.
• Smart Home Smart lighting, smart security cameras, smart speakers, and home automation devices.
• Drones & Cameras Drones, dash cams, Fujifilm Instax cameras, cameras, telescopes, and vlogging equipment.
• DID Business (B2B Commercial Supply) Commercial sales division offering integrated appliance supply, installation, and warranty support for residential contract projects, Build-to-Rent (BTR) developments, and student accommodation suppliers, with dedicated account management.
• Delivery & Installation Services Professional delivery (€29.99 large items, €5.99 small items), professional installation, old appliance removal, and WEEE recycling services for residential and commercial customers.
• Protection Plans Extended warranty and protection plans for up to 5 years with optional accidental damage cover on appliances and electronics.
• Click & Collect Free click & collect service allowing customers to order online and pick up in-store from 25+ locations nationwide.
• Trade-in Program Device trade-in program allowing customers to exchange old electronics for credit towards new purchases.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Three partnerships are on record, tiered supporting.

• CaulfieldssupportingChannel Partner/ Reseller/ DistributorCaulfields serves as a delivery partner for some Republic of Ireland locations, handling deliveries that fall outside DID Electrical's direct delivery coverage area.
• An PostsupportingChannel Partner/ Reseller/ DistributorAn Post delivers small items and technology products as part of DID Electrical's delivery network for smaller packages.
• DPD IrelandsupportingChannel Partner/ Reseller/ DistributorDPD handles delivery of small items and technology products as part of DID Electrical's delivery network.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Harvey Norman: Operates large-format stores across Ireland (and globally) selling appliances, electronics, and furniture. Directly comparable to DID as a multi-category home appliance and consumer electronics retailer targeting Irish consumers with bundled delivery and installation.
• Currys: Currys (formerly PC World) is a leading UK and Ireland consumer electronics and appliance retailer with a strong Irish store and online presence. Directly competes with DID across TVs, computing, small and major appliances in the Republic of Ireland.
• Power City: An Irish-owned electrical retailer with multiple stores across Ireland selling appliances, audio/TV, and small domestic appliances. Direct domestic competitor to DID with a similar product mix and target customer base.

Regional players

• Euronics: European buying group of independent electrical retailers, including members in Ireland. Comparable in product category and target buyer, though operating model is a federated buying group rather than a unified national chain like DID.
• Expert Ireland: Irish electrical retailer and buying group operating stores across Ireland with a comparable appliance and electronics assortment to DID. Regional competitor in the same Irish domestic market.

Broad incumbents

• John Lewis & Partners: UK department store and online retailer with a broad appliance, electronics, and home offering. Comparable on category and premium-brand positioning, though not focused specifically on the Irish market like DID.
• Argos (Sainsbury's): UK and Ireland catalogue/online retailer with extensive appliance and electronics ranges and Click & Collect infrastructure. Comparable omnichannel model to DID, though Argos operates across a wider general merchandise footprint.
• Littlewoods Ireland: Irish general merchandise and online retailer offering appliances and electronics. Comparable in Irish consumer target market, though with a much broader catalogue beyond home appliances.

Emerging players

• Appliances Direct: UK-based online specialist in major domestic appliances. Comparable as a focused appliance retailer, though primarily UK-focused with limited Irish distribution versus DID's domestic store network.

Others

• Smyths Toys Superstores: Irish-founded toy and consumer electronics retailer with Irish stores and adjacent electronics categories. Adjacent peer through overlapping Irish retail footprint and electronics assortment, though anchored in toys rather than appliances.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/didelectrical
• LinkedInlinkedin.com/company/d-i-d-electrical

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DID Electrical