DCC’s Maxol Direct Rebrands As Emo In Northern Ireland

DCC Energy Limited has confirmed that it is ditching the Maxol Direct brand in Northern Ireland, following the acquisition of Maxol Group’s home heating oil interests in Northern Ireland earlier this year.

By 31st. March 2012, the Maxol Direct business will be rebranded as Emo Oil – DCC’s home heating oil brand in Northern Ireland – with the exception of Maxol Direct’s tanker fleet in the province. The rebrand is understood to be consistent with the terms associated with purchase of the Maxol Direct business in Northern Ireland from Republic of Ireland based Maxol Group. This permitted DCC to use the Maxol Direct brand for a maximum of 12 months.

In a letter to customers on the Emo Oil website, Emo Oil’s Sales & Marketing Director Barry Funston said, “The new Emo (incorporating the former Maxol Direct business) will provide our customers with an even more experienced customer-focused team, the largest delivery fleet in Northern Ireland and an extensive local depot network from which to serve our domestic and commercial customers.”

The decision to phase out the Maxol Direct brand comes only weeks after it emerged that DCC had double billed almost 2,000 Maxol Direct customers in Northern Ireland. DCC blamed the double billing on a computer error and promised to reimburse customers quickly.

Maxol customers in the Republic of Ireland are unaffected by the sale of the Maxol Direct business in Northern Ireland.