What Dominic Smith Expert Electrical does

Dominic Smith Expert Electrical, trading as Dominic Smith Electrical, is an Ireland-based independent multi-brand retailer of home appliances and consumer electronics, founded approximately 20 years ago and headquartered in Gorey, Co Wexford. The company operates a hybrid distribution model combining six physical retail showrooms across Dublin (Blanchardstown, Dundrum, Sandyford), Wexford, Cavan, Navan and Gorey with an own-brand e-commerce website (dominicsmithelectrical.com) that supports nationwide delivery, in-store shopping, and Click & Collect. Its stated customer segment is residential consumers in Ireland purchasing household appliances and electrical goods for personal use.

The product catalogue spans Laundry (washing machines, tumble dryers, washer dryers), Refrigeration (American-style fridges, wine coolers, fridge freezers, freezers), Small Appliances (coffee machines, food preparation, kettles, toasters, vacuum cleaners), TV & Entertainment, Kitchen & Cooking (hobs, ovens, dishwashers, range cookers, warming drawers), and an extended Technology & Computing category covering computers, phones, Apple products, gaming, wearables, electric scooters and smart home devices. Major brands stocked include Bosch, Miele, Samsung, Dyson, Electrolux, Whirlpool, Smeg, Neff, Siemens, AEG, Liebherr, Fisher & Paykel, Rangemaster, Quooker and others; the smart-home-enabled range includes Bosch and Siemens Home Connect appliances with Amazon Alexa compatibility. Pricing is unit-based per product (€6.50 to €4,000+), includes VAT, and is supported by a Best Price Guarantee and Humm Buy Now Pay Later financing.

Revenue is generated through three streams: one-time hardware sales of appliances and electrical goods, extended warranty plans sold at point of purchase, and delivery and installation services. Supporting differentiators include WEEE Ireland-backed free recycling of old appliances, expert consultation appointments, and a Trustpilot-driven review loop. The company is privately held and founder/owner-operated with 36 employees, no disclosed external investment, and no public listing.

Name

Dominic Smith Expert Electrical

Legal name

Dominic Smith Electrical

Website

https://dominicsmithelectrical.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Dominic Smith Electrical is an Ireland-based independent multi-brand retailer of home appliances and consumer electronics, operating six physical showrooms across Leinster alongside an e-commerce site with nationwide delivery, Click & Collect, installation, and Humm BNPL financing for Irish residential consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Appliance Sales: One-time sales of home appliances and electrical goods including kitchen appliances, laundry equipment, refrigeration, TV & entertainment, computing, and small appliances. Revenue generated through individual product transactions.
2. Extended Warranties: Extended warranty plans offered on appliances, providing additional revenue beyond the base product sale.
3. Installation Services: Delivery and installation services at home, generating additional service revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Dominic Smith Expert Electrical is a multi-brand home appliance retailer selling laundry, refrigeration, kitchen cooking, small appliances, TV & entertainment, and technology/computing products through physical stores across Ireland and a nationwide e-commerce website. The business also offers delivery, installation, extended warranty plans, and Buy Now Pay Later financing through Humm, while providing free recycling of old appliances via WEEE Ireland membership.

Product overview

Dominic Smith Expert Electrical is an Ireland-based electrical appliance retailer offering a comprehensive portfolio of home appliances and technology products. The store operates as a multi-brand retailer across several product categories: Laundry (washing machines, tumble dryers, washer dryers), Refrigeration (American style fridges, wine coolers, fridge freezers, freezers), Small Appliances (coffee machines, food preparation, kettles, toasters, vacuum cleaners), TV & Entertainment (televisions, home cinema, audio), Kitchen & Cooking (hobs, ovens, dishwashers, range cookers, warming drawers), and Technology (computers, phones, Apple products, gaming, smart home). Major brands stocked include Dyson, Miele, Bosch, Samsung, Electrolux, Siemens, Smeg, NEFF, Rangemaster, Fisher & Paykel, and Quooker. The company also offers services including delivery, installation, and extended warranties.

Differentiator

Problem solved

Functional benefit

Products and services

• Home Appliance Retail Multi-brand retail of home appliances across Laundry, Refrigeration, Small Appliances, TV & Entertainment, Kitchen & Cooking, and Technology & Computing categories for Irish residential consumers.
• Laundry Appliances Laundry appliances including washing machines (freestanding and integrated), tumble dryers, washer dryers, and laundry accessories.
• Refrigeration Appliances Refrigeration products including American style fridges, larder fridges, wine coolers, fridge freezers, freezers (freestanding, integrated, chest), and undercounter fridges and freezers.
• Small Appliances Small kitchen and home appliances including coffee machines (espresso, Nespresso, bean-to-cup, pod machines), small cooking appliances (fryers, health grills, multi cookers, slow cookers, smoothie makers), kettles, toasters, vacuum cleaners, and personal care items.
• Kitchen & Cooking Appliances Kitchen cooking appliances including cooker hoods, hobs (ceramic, gas, induction, electric), ovens (single, double, steam), range cookers, slot-in cookers, warming drawers, dishwashers, and kitchen taps.
• TV & Entertainment Television and audio products including televisions, home cinema systems, audio equipment, media streamers, sound bars, TV brackets and accessories.
• Technology & Computing Technology products including computers (desktops, laptops, tablets), phones, Apple products, gaming, wearable tech, electric scooters, smart home devices, printers, projectors, and accessories.
• Delivery & Installation Services Home delivery and installation services for appliances purchased from the retailer, covering all of Ireland.
• Extended Warranty Plans Extended warranty plans offered on appliances, providing additional coverage beyond the base product warranty.
• Appliance Recycling Service Free recycling of old appliances under WEEE Ireland membership, providing environmentally responsible disposal of Waste Electrical and Electronic Equipment when new units are purchased.
• Expert Consultation Appointments Bookable expert consultation appointments supporting consumers in selecting appropriate home appliances for their needs.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

One partnership is on record.

• WEEE IrelandminorStrategic or Co-development PartnerEnvironmental compliance partnership for responsible recycling of Waste Electrical and Electronic Equipment. Company is a member of WEEE Ireland, offering free recycling of old appliances when new ones are purchased.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SoundStore: Irish specialist retailer focused on audio, TV, and home entertainment products. Comparable on the AV/TV/entertainment slice of Dominic Smith's catalog and shares the Irish consumer base.
• AppliancesDelivered.ie: Irish online specialist in major home appliances with nationwide delivery. Directly competes on appliance category without showroom overhead; representative of the online-only threat to multi-channel peers.
• Harvey Norman Ireland: Large multi-category retailer operating in Ireland (and globally) with a strong appliance, computing, and TV assortment. Overlaps with Dominic Smith on core categories; competes on price, range depth, and physical footprint.
• Euronics Ireland: European electrical retail buying group with Irish member stores selling appliances and consumer electronics. Comparable multi-brand retail model and target customer base in Ireland.
• Currys Ireland: UK-headquartered consumer electronics and appliance chain serving Ireland online and via partner stores. Directly competes on appliances, AV, and computing categories with national delivery capability.
• Power City: Long-established Irish appliance and electronics retailer with physical stores and online presence. Comparable in product mix (white goods, small appliances, AV) and target market (Irish residential consumers).
• DID Electrical: Ireland's largest independent appliance retailer with multiple showrooms and an e-commerce site. Directly comparable: same product categories (laundry, refrigeration, cooking, small appliances), same Irish consumer base, similar multi-brand premium positioning.

Regional players

• John Lewis: UK broad-line department-store retailer with a strong appliance and AV offering and famous extended-warranty service. Comparable in premium-brand assortment and service attach, but primarily serves the UK market with limited Ireland reach.

Broad incumbents

• Amazon Ireland: Massive e-commerce marketplace selling appliances, AV, computing, and small domestic appliances. Not a direct specialist competitor but a structural pricing and convenience benchmark that compresses margins across the category.
• Argos (Ireland / Sainsbury's): UK general-merchandise retailer with limited Ireland presence but an appliance and electronics range. Larger catalog and brand than Dominic Smith but lower specialty focus on premium appliances.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dominic-smith-expert-electrical

Compliance1 record

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 Dominic Smith Expert Electrical