Direct Energy to Expand Service with Edmonton Acquisition

Under the agreement, Luced's existing team of 40 will become part of Direct Energy's unregulated operations and continue to service the Edmonton market.

Luced's owners Lou and Ed Bourque become part of the Direct Energy management team, and will continue to lead the heating, ventilation, and air conditioning (HVAC) operations out of Edmonton.

HVAC service offerings have proven successful for Direct Energy in other jurisdictions. In Ontario, Direct Energy Essential Home Services provides heating, air conditioning and plumbing service plans to more than 400,000 customers.

"Our mission is to be the provider of choice for energy and related services in North America," said Lori Topp, Senior Vice-President, Western Region, Direct Energy Marketing Limited. "This is part of our promise to offer innovative products and services to our customers. We are committed to the Alberta market, and we are introducing the value-added services that are currently helping our customers in other markets control their costs and manage their homes and businesses."

Luced will continue to provide HVAC services to its customers, while more specific product offerings are expected to be rolled out to the Edmonton market this fall.

According to Topp, Direct Energy Marketing Limited is currently looking at opportunities and plans to deliver essential services to a number of the province's urban centres by the end of 2005, including Calgary, Lethbridge, Red Deer, Fort McMurray, Grande Prairie and Lloydminster, as part of its HVAC strategy.

Direct Energy has been serving Albertans since the company's official market entry in May 2004.

Luced, which has been in business since 1977, brings the heating, ventilation, and air conditioning (HVAC) knowledge and expertise needed for Direct Energy Preferred to expand its residential and small commercial product offering to include energy-related services such as furnace, water heater, and air conditioning sales, installation, maintenance, repair, and protection plans.

"Since May, Albertans have known Direct Energy Preferred for our role in meeting their natural gas and electricity needs. Our organization is committed to providing additional value to our customers by creating innovative energy-related services," said Topp. "With established expertise in heating and air conditioning contracting, the Luced acquisition marks an important step in delivering an essential home services offering for Alberta."