The Electric Storage Company announces rebranding to Joulen and leadership team appointments.

Posted By:
The Electric Storage Company

2nd Jul 2024

The Electric Storage Company announces rebranding to Joulen and leadership team appointments


Belfast, Northern Ireland – July 1st 2024 – The Electric Storage Company, a leader in innovative renewable energy optimisation software with their PARIS platform, is excited to announce its rebranding to Joulen, along with significant leadership changes within the company. These strategic initiatives reflect our growing success and reinforce our commitment to innovative solutions and supporting businesses on their renewable journey through optimisation.

Rebranding to Joulen:

The decision to rebrand from The Electric Storage Company to Joulen aligns with our strategic focus on selling our ‘PARIS’ software platform internationally. Over the past 12 months we have continued to scale our platform and expand our business across the UK, Ireland and Europe. ‘PARIS’ enables our partners and clients to optimise and maximise renewable asset performance, promoting sustainable business growth, and progress to net zero.

Joulen, inspired by the term “joule,” signifies our expertise and passion in the energy sector, encapsulated by the definition: “to be made of energy.”

“We are thrilled to introduce Joulen to our customers and partners,” said Chris Doherty, Managing Director of Joulen. “This rebranding reflects the evolution of our business with a growing team and business success in new markets. The new name embodies our vision of making renewable energy smarter through our AI driven optimisation platform, and thus enabling businesses to make their renewable energy transition easier.”

The rebranding includes a new wordmark logo, a bold colour palette with energy green as the primary colour, and the tagline ‘Your Energy. Maximised.’ Our company values and mission remain the same, with a continued focus on leading innovation in battery optimisation technology and helping our clients maximise their renewable asset performance through our AI platform.


Management Promotions and Appointments:


The company also announces key leadership team changes to align with our new strategic direction. Eddie McGoldrick, co-founder and former Managing Director, will transition to the role of Chairperson. Chris Doherty, previously the Director of Customer Solutions, has been appointed as the new Managing Director. Maria McKavanagh joins the leadership team as the newly appointed Commercial Director.

These changes underscore our strategic focus on the capabilities of the PARIS platform to support the transition to net zero in GB, Europe and beyond.

Eddie McGoldrick, Chairman of Joulen stated, “I am delighted to welcome Chris as our new Managing Director and Maria as our Commercial Director. I wish them both great success in their new roles and look forward to a successful transition from The Electric Storage Company to Joulen.”


Communication and Impact:


The transition to Joulen will be seamless for existing customers and partners, with no changes to current contracts or service agreements. We will communicate these changes to relevant parties directly. Feedback from internal staff on the and key stakeholders has been overwhelmingly positive.

The new Joulen website is live, with additional functionality to be added in late July. For more information about the rebranding and upcoming products, please visit or contact our media relations team at

About Joulen:

Joulen is a leading provider of flexible energy services, based in Belfast, Northern Ireland. With a growing team of 30 people, they provide energy services to maximise the value of their clients renewable energy systems. Utilising their own AI driven energy optimisation software , Joulen are able to offer their services to businesses of all sizes across UK, Ireland and Europe.

Media Contact:

Curtis Cregan
Marketing Manager
0330 043 7806
19 Bedord Street, BT27EJ