Read about the latest happenings from across the Topline network, from national updates to individual member news, events and successes.
Topline goes 'above the line'
National Reach. Local Relevance.
One Trusted Brand.
Dublin, Ireland – 1st September 2026 - Today we announced the launch of our 2026 National Brand Campaign, a comprehensive nine-week integrated marketing initiative designed to reinforce our brand's market position, increase national visibility, and connect with homeowners, DIY enthusiasts, trade professionals and farming communities across Ireland.
The campaign delivers sustained brand exposure through a strategic mix of television, radio, national and regional news media, YouTube, and digital audio platforms. The initiative reflects Topline's commitment to supporting customers wherever they are, while strengthening customers' awareness of our independently owned Topline stores in communities throughout the country.
Building National Reach with Local Relevance
The campaign combines broad national awareness with strong local market penetration, ensuring that the Topline brand remains visible and relevant across every region in Ireland. National television advertising features launch and campaign commercials across leading broadcasters including RTÉ, Sky Media, Virgin Media and TG4, providing extensive reach among key consumer audiences.
A comprehensive radio programme will run across national and regional networks, including RTÉ Radio 1, RTÉ 2FM, Today FM and Newstalk, supported by advertising across 25 regional and local radio stations to maximise frequency and community engagement.
Expanding Reach Through Digital Channels
Recognising evolving media consumption habits, our campaign also includes targeted digital activity through YouTube and digital audio platforms. YouTube advertising focuses on homeowners, DIY consumers and trade professionals through highly targeted, nonskippable and interest-based formats.
Digital audio activity will extend campaign reach through premium environments including RTÉ Digital Audio, AudioXi, Farmers Journal Podcasts, Inside the Farmers Journal Podcast, and selected sponsorship opportunities.
Trusted Media Partnerships
To build credibility and reinforce consumer trust, our campaign leverages premium news media channels through partnerships with respected national titles including the Irish Independent, Sunday Independent, Irish Examiner and Farmers Journal. This is be complemented by placement across 18 regional newspaper titles, ensuring strong local visibility and relevance.
Phased Rollout to Maximise Momentum
The campaign is deployed through a carefully planned rollout schedule:
• September: National TV and Radio activity begins.
• September: National news media advertising commences.
• September: Regional news media campaign launches.
• Weeks 3 to 9: Increased activity and frequency builds campaign momentum.
One Brand, One Message
By integrating television, radio, premium news media and digital channels into a unified communications strategy, we aim to build stronger brand awareness while supporting local member stores throughout Ireland.
Gerard Metzer, Group Marketing Manager says, "This campaign demonstrates our commitment to maintaining a strong national presence while remaining deeply connected to the local communities we serve. Through a carefully balanced mix of national and regional media, we are ensuring that the Topline message reaches customers wherever they are."
The 2026 National Brand Campaign embodies Topline's core principle:
‘We are Topline ………and Weʼre behind your projectʼ.
Topline - Championing Independent Business
One of the great strengths of the Irish economy is the number of successful businesses that remain independent and locally owned. Small and medium-sized independent businesses account for more than 95% of Ireland's business population, with almost two-thirds being family-led.
L to R: Hugh O’Donnell, Topline CEO; Julien & Jonathan Flynn, Topline Flynns, Lackagh, Co Galway; Michael P Doyle, Topline Doyles, Carlow & Tullow, Co Carlow; Evan, Anthony, John and John Fogarty Jnr, Topline Bolands, Arklow, Co Wicklow.
Today, many of these businesses face an important challenge: how can they access the scale needed to compete in a rapidly changing marketplace without sacrificing the ownership, identity and local decision-making that made them successful in the first place?
At Topline, that question has guided us throughout our history. As a Hardware & Building Materials buying group supporting almost 100 independently owned merchants (members) operating from more than 175 locations across Ireland, our purpose is simple: to help our members profitably compete and generationally prosper.
Those words matter. We do not measure success by the size of our organisation. We measure it by the strength, profitability and longevity of the independent businesses that make up our membership.
Those businesses are deeply rooted in the communities they serve. Their customers are their neighbours, their employees are often lifelong friends and family members, and their decisions are made locally by people who understand local needs. When our members prosper, investment, jobs, decision-making and entrepreneurship remain local.
Our partnership with Guaranteed Irish, for example, reflects a shared conviction that vibrant local economies are built by businesses that invest in their communities, create sustainable employment and take a long-term view of success.
Many of our members are third, fourth, fifth and even sixth-generation businesses, stretching as far back as 1816 when Topline Bolands, Arklow, Co Wicklow, was founded. In 1876, the business passed into the ownership of the Fogarty family of Aughrim, Co. Wicklow and today, 4th, 5th and 6th generations of the Fogarty family are actively involved in the business.
And Topline Bolands was closely followed by Topline Flynns, located in the small, rural village of Lackagh, located roughly midway between Tuam and Galway city. This family-owned business was founded in 1846 and is currently owned and run by 5th and 6th generations of the Flynn family.
These and many other Topline member businesses have survived wars, recessions, financial crises and pandemics, not because they were the biggest, but because they adapted while remaining true to what made them successful. They have stayed close to their customers, invested for the long term and built trusted relationships that often span generations.
Supporting businesses over the long term requires disciplined stewardship. Since our Group's inception in 1972, Topline has benefited from a commercially astute, financially prudent and community-minded Board of Directors. With strong member representation at Board level, our direction has always been shaped by the long-term interests of the independent businesses we exist to serve.
In Topline, we believe the future will belong to businesses that can combine the enduring strengths of independence with the capabilities required to compete in a rapidly changing world.
Technology (increasingly driven by AI), supply chains and customer expectations are all evolving at speed. The promise of AI is not to centralize power, but to distribute capability. It gives family-owned and independent businesses access to insights, best practices, and advanced tools that were once the preserve of the largest companies and organizations. Yet the greatest opportunity emerges when businesses connect, collaborate, and grow stronger together. As a priority, Topline is investing in AI capabilities and exploring how AI can benefit our members across every aspect of their businesses, from purchasing and stock management to marketing, customer service and operational efficiency.
Equally important however, we measure the value of our support to our members not by what it does for them alone, but by what it enables them to do for their customers. Through training, technology, marketing and operational support, our objective is to help members deliver the expertise, service and local knowledge that sets them apart in their local markets.
Scale matters. But scale and ownership are not the same thing.
In fact, the purpose of scale should be to strengthen independence, not replace it. The financial strength we have built over many years allows us to continue investing on behalf of our members, enabling them to access capabilities that help them compete with much larger organisations, while continuing to make decisions locally.
Independent merchants should not have to choose between remaining independent and remaining competitive. They should be able to achieve both.
While the range of services we provide has expanded significantly over the years, the foundation of Topline remains unchanged: harnessing the collective purchasing power of our members to secure the competitive buying terms they need to compete profitably and deliver exceptional value to their customers.
That commitment to member competitiveness has guided us since day one and is underpinned by strong supplier relationships, many of which have evolved into long-standing commercial partnerships built on shared success rather than simple transactions.
The result is a business model that goes beyond competitive buying - that gives our members access to resources and capabilities that would otherwise be difficult or uneconomic for them to develop or source independently, from a state-of-the-art Distribution facility in Naas, to innovative technology solutions, to store development expertise, to a program focused on reducing operating costs.
In summary, giving our members access to the advantages of scale without surrendering the independence that defines them.
Our willingness to invest on their behalf is also reflected in our new national advertising campaign, Topline - We're Behind Your Project, currently running across television, radio, print and social media. Developed with member input, the campaign aims to strengthen awareness of the Topline brand while celebrating our members’ long history of supporting new build, home improvement and DIY projects throughout Ireland. By keeping Topline front of mind, we help ensure that our members across the country are front of mind when customers begin planning their next projects.
We believe Ireland benefits when entrepreneurial ownership remains broad, diverse and local. Competition is strengthened not through greater concentration of ownership, but by ensuring independent businesses have the tools, resources and support needed to compete effectively.
Healthy local businesses support local schools, charities, sports clubs and community initiatives. They create opportunities for future generations and contribute to the vitality of towns and villages throughout Ireland.
They also share knowledge and expertise. This is evident in a number of recent Topline initiatives, such as Learn-2-DIY, which helps people approach everyday home improvement projects with greater confidence through practical workshops delivered in our members’ stores nationwide.
As Ireland continues to evolve, independent businesses must continue to evolve with it. They must embrace new technologies, modernise their operations and continue investing in people and innovation. But none of that should require them to abandon their independence.
In Topline, we believe the future belongs to those independent businesses who become stronger through collaboration, stronger through shared expertise and stronger through collective scale, while preserving the local ownership that has served both themselves and their communities so well for generations.
Because the goal should never be growth at the expense of independence. It should be ensuring that independent businesses have every opportunity to continue prospering into the future.
Topline’s business model, which imposes no fixed or recurring fees on our members, reflects our belief that success should be created and shared by the independent businesses that make up our network.
Ultimately, we believe the true measure of any group is not what it says about itself, but the value its members believe they receive from being part of it.
At Topline, we measure our success by helping our members remain exactly what they were always meant to be: competitive, successful and proudly independent.
Hugh O’Donnell
Chief Executive, Topline
Topline Murtaghs Named Top-5 Finalist in Retail Excellence Ireland Awards
Topline Murtaghs' Ashbourne, Co. Meath branch has been named a Top 5 finalist in the Small Online Retailer of the Year category at the prestigious Elavon Retail Excellence Ireland Awards 2026.
Family-owned since 1887, Topline Murtaghs has made significant investments in expanding its eCommerce offering in recent years. Today, www.murtaghs.ie serves customers nationwide, providing home delivery across Ireland as well as Click & Collect services from its Ashbourne and Sandymount stores.
Commenting on the achievement, Managing Director Colin Murtagh said:
"We are delighted to be named among the Top 5 finalists in the Small Online Retailer of the Year category. Our website now offers more than 5,000 products, all picked, packed and delivered by our dedicated online team to customers throughout Ireland. This recognition is a testament to the hard work, commitment and customer focus of our entire online team. We are incredibly proud of what they have achieved and wish all the finalists the very best of luck ahead of the awards ceremony in October."
The Retail Excellence Ireland Awards are among the most respected accolades in Irish retail, recognising businesses that demonstrate excellence in customer experience, innovation and operational performance. The awards celebrate outstanding retailers, leaders and teams that continue to raise standards across the industry.
The winners of the Elavon Retail Excellence Ireland Awards 2026 will be announced at a gala awards ceremony in Kilkenny this October.
Heavins digital recognition
Congratulations to Heavins, who have been shortlisted for an impressive eight categories at the upcoming eComm Live™ & eComm Awards.
The family-run retailer received nominations across a range of categories, including B2C eCommerce Website of the Year, Customer Service Award, Business Growth Award, and eCommerce In-House Team of the Year.
Individual recognition was also awarded to Paul Heavin, who has been shortlisted for eCommerce Entrepreneur of the Year, and Benjamin Hade, who received a nomination for eCommerce Rising Star Award (Under 30).
The nominations are a testament to the team's continued innovation, customer focus, and growth in the eCommerce space.
