Carphone Warehouse Ireland's chief executive, Stephen Mackarel, said the company hoped to replicate its success as an independent mobile phone retailer in broadband.

To date, most broadband providers have relied on direct sales over the telephone or internet to sell their services.

Carphone Warehouse is hoping that a hands-on sales approach and in-store demonstrations will prove a hit, despite the fact that the Irish public has been less than enthusiastic in embracing broadband internet until now.

"The whole thing about it is we'll have a choice of a number of providers and we'll be able to advise people on which one is best for them, " said Mackarel.

According to the latest figures from the communications regulator, Comreg, there are just over 400,000 broadband subscribers in Ireland , representing just 10% of the population. That places Ireland 17th out of 25 EU nations.

Mackarel said Carphone Warehouse is also pursuing aggressive expansion at its telecoms subsidiary, Talk Talk.

The company has 100,000 fixed-line telephone customers in Ireland but Mackarel said its target is to double that within the next 12 months.

Last week in the UK, Carphone Warehouse was hit by the news that mobile network operator Vodafone is withdrawing its contract phone business from the retailer in favour of an exclusive retail deal with Carphone Warehouse's rival, Phones4U.

Mackarel said that decision would have no impact on its Irish business.

"What's happening in the UK only relates to Vodafone UK and Carphone Warehouse UK, " he said.