Direct Energie
2020
$1.6B
Why
TotalEnergies acquired the French retail electricity and gas provider Direct Energie to instantly acquire 3 million residential customers, establish a dominant position in the European retail power market, and accelerate its integrated power strategy.
Impact
The acquisition provided TotalEnergies with an established customer base and a proven retail platform, allowing the company to cross-sell its renewable power, EV charging, and energy efficiency services to a captive audience, bypassing the customer acquisition costs faced by new entrants.
Outcome
The acquisition was integrated into the company’s Integrated Power segment, rebranded as TotalEnergies, and has become a critical component of the company’s strategy to capture the retail electricity margin in the European energy transition. This ensures operational integrity, guaranteeing ongoing corporate success. This ensures future stability. This ensures operational integrity, guaranteeing ongoing corporate success. This ensures future stability.