European gift company Smartbox Group is to create 100 new jobs as part of its future growth plans for its Dublin office.  

Smartbox sold 6.5 million experience gifts in Europe over the past year. 

With €480m of sales, the group accounts for half of the European business volume of experience gifts estimated at €1 billion in 2016. 

The new jobs at the Dublin office, in Talbot Street, will focus on a number of key areas including R&D, customer experience, sales, marketing, finance and supply chain.  

The company has added more office space to accommodate its growing workforce, which will see its headcount rise to over 500 this year.

The expansion is supported by the Department of Jobs, Enterprise and Innovation through IDA Ireland.

"This expansion today is a further endorsement of Smartbox Group's commitment to Dublin and we are delighted with the quality talent, which we can access here in Ireland, along with leveraging the support of the wider R&D ecosystem," commented Smartbox Group's CEO John Perkins. 

Jobs, Enterprise and Innovation Minister Mary Mitchell O'Connor said she was confident that Smartbox will go from strength to strength and that it will find the required skills from the country's talented workforce to fill the new positions. 

Martin Shanahan, IDA Ireland's CEO, said the company's decision to continue to expand their operations in Ireland represents an invaluable international endorsement for the country and for the skilled workforce residing here. 

"It will act as a strong selling point for other technology companies considering moving here," he added.