Roofjuice Acquiring Sungevity Australia In Move That Sees CEO Reverse Course On Solar Retailing

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Roofjuice will be acquiring Sungevity’s remaining interests in Sungevity Australia, according to recent reports. The move is worth noting for many reasons. Of these, perhaps most interesting is the fact that the move means that Roofjuice’s CEO is now essentially completely reversing course on his earlier statements that “you’d have to be crazy to be a solar retailer in Australia.” Quite a turnaround.

That CEO, Nigel Morris (founder of the consultancy firm Solar Business Services), commented: “Why on earth would I ignore my oft quoted advice, chuck it in and get into solar retailing? A number of offers have passed me by over the years, but to be completely honest, it was an extraordinarily rapid and relatively simple decision for me to jump into the hot seat at Sungevity Australia.”


Roofjuice will reportedly incorporate a great deal of Sungevity Australia’s existing operations, though there will “definitely” be continuity from the Sungevity approach.

“Many of the original founders are still involved and we love what Sungevity started in Australia. We have a fresh new look, the latest products and some fantastic new people in our business continuing the energy revolution.”

Sungevity itself is reportedly falling back from periphery markets in order to focus more solidly on the US market — and also markets of potentially fast growth, such as the UK market. Presumably, the political environment resulting from the Abbott administration played a part in the decision.

Morris has himself in the past commented on this, actually even going so far as to call investment conditions in the country “uninspiring” — owing to statements and actions taken by Abbott and crew.

Image Credit: Sungevity

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James Ayre

James Ayre's background is predominantly in geopolitics and history, but he has an obsessive interest in pretty much everything. After an early life spent in the Imperial Free City of Dortmund, James followed the river Ruhr to Cofbuokheim, where he attended the University of Astnide. And where he also briefly considered entering the coal mining business. He currently writes for a living, on a broad variety of subjects, ranging from science, to politics, to military history, to renewable energy.

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