Direct Energy Evaluating Use of First Choice Power Brand Outside of Texas

Direct Energy is evaluating a brand strategy in markets outside of Texas that could include First Choice Power, the company confirmed exclusively to EnergyChoiceMatters.com.

Direct Energy describes First Choice Power as its brand that offers low prices for commodity-only service. The First Choice Power brand is not currently in use in other states outside of Texas.

Direct Energy Services, LLC applied for authorization to use the trade name First Choice Power as part of a newly filed application for a New Hampshire electric supplier license to serve residential and small commercial customers. Various other Direct Energy companies, namely Direct Energy Business, LLC (with a license granted last month) and Direct Energy Business Marketing, LLC (the former Hess license) are already licensed in New Hampshire.

Expanding the First Choice Power brand outside of Texas would permit Direct Energy to further its market segmentation strategy in such non-Texas markets, with Direct Energy positioned as a brand offering value-added or bundled services (Nest, Plenti, HVAC bundles, etc.), with other brands focused on the no-frills end of the market.

Direct Energy has previously used acquired brands Bounce Energy, Gateway Energy Services, Energetix, and NYSEG Solutions in its Northeast markets, but as previously reported has either ceased using such brands, or scaled back their use, for new customer enrollments outside of Texas.