THIIS Trade Magazine • Issue 247 • April 2019
THIIS Issue 247 April 2019
TRADE MAGAZINE
Providing news and views in the trade since 1999
Making a splash in the bathing sector North East retailer dips toe into bath lift distribution MORE ABOUT…
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welcome
…from the editor 20 years and counting for THIIS…
I
n April 1999, THIIS Magazine first landed on the desks of professionals in the industry. For many of us, trying to remember what we were doing two decades ago would be a real struggle, however, for THIIS founder David Russell, he remembers that period very well. Recounting those formulative years of the market’s longest-running trade magazine, David returns in our 20th anniversary issue with a special guest article, reflecting on how the magazine and industry has evolved. Joining the magazine in 2015 as a newcomer to the mobility industry, the amount of change I have seen over a relatively short span of time has been remarkable. Consolidation by larger industry players, growing private equity investment, increasing innovation, as well as a shift towards mobility entering the mainstream through sustained national campaigns such as Changing Places, has resulted in a market that is brimming with activity and opportunity. On a daily basis, we receive something interesting in way of news relating to the world of mobility to keep those in the industry on their toes and it seems this will only increase as the market continues to become more competitive. For THIIS, it means we are not going to be running short of stories to share with you for the next 20 years to come. Whilst 1999 was the start of something special, 2019 marks the unfortunate end of the market’s dedicated trade-exclusive event, Trade Days. Following the end of the show, many have discussed why they believe the show failed to survive and thrive. The wrong time of the year, too close to Rehacare, the industry is too small for a large-scale show, and not enough support from retailers and suppliers alike, have all been mentioned as potential causes, however, one opinion is shared amongst all that we have spoken to – it is an unfortunate blow for the mobility industry. Regardless of thoughts surrounding Trade Days, it seems widely accepted that a space for retailers and suppliers to meet and talk business still has value and many acknowledge that the quality of conversations had over the show’s two days often led to strong leads and more business. We would love to hear your honest thoughts about the demise of Trade Days, so please contact me on calvin@thiis.co.uk or drop me a line and share your opinions.
Don’t be shy, why not get in touch...
Editor Calvin Barnett 01933 278086 newsroom@thiis.co.uk
Advertising Joe Fahy 07384 258 372 joe.fahy@bhtaengage.com
Calvin Barnett Editor
Sub-editor Sarah Sarsby sarah@thiis.co.uk
TRADE MAGAZINE
THIIS is produced by BHTA Engage, 2-4 Meadow Close, Ise Valley Industrial Estate, Wellingborough, NN8 4BH • 01933 278 086 • newsroom@thiis.co.uk BHTA Engage Ltd. All rights reserved. No part of this publication may be reproduced or used in any way without the written permission of the publisher. The views expressed in this publication are not necessarily those of the publisher and although every effort has been made to ensure that the information is accurate, the publishers take no responsibility for errors or omissions.
You can find THIIS on Twitter at: wwwthiiscouk www.thiis.co.uk | 3
contents
42 No easi path to success
Features 6 Compulsory insurance and the mobility industry 8 The end of Trade Days 60 New products on the market
Regulars
16 Social media marketing masterclass
32 Retailer Spotlight 40 More about… 24 Retailers’ Product of the Month
24 Pick of the month
50 The OT’s Perspective 52 Trip down memory lane 68 Recruitment 70 Training Diary 4 | www.thiis.co.uk
50 The OT’s Perspective
46 20 years of THIIS
NEW Elevate your life to the next level!
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COMPULSORY INSURANCE AND THE MOBILITY MARKET
T
he number of mobility scooters on roads and pavements in Europe and particularly in the UK have grown exponentially over the last decade, providing increased freedom and mobility to hundreds of thousands of people. More users however have led to more accidents, with the industry now looking at ways of reducing the numbers of incidents involving mobility scooters. One of the most common and often controversial calls has been for the introduction of compulsory insurance and recently, the European Parliament reviewed its compulsory vehicle insurance requirements, potentially introducing new changes that would change the
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mobility landscape. The European Parliament passed proposed changes concerning which vehicles require compulsory vehicle insurance, however, excluded vehicles including mobility scooters due to concerns of discouraging innovation. On the 13th February 2019, the European Parliament formally accepted proposed changes to the Motor Insurance Directive (MIP) following a review carried out by the European Commission in May 2018. The changes considered a range of topics relating to the insurance of vehicles across EU members, including clearer guidance regarding which vehicles require compulsory
insurance cover. Outlining insurance should be compulsory for vehicles that are used in traffic and performing the vehicle’s primary function as a means of transport, the proposed changes define “in traffic” as “the use of a vehicle in circulation on public and private roadways.” Based on this definition, the Directive states that “when a vehicle is used in traffic at any point and is therefore subject to a compulsory insurance requirement, Member States should ensure that the vehicle is covered by an insurance policy that includes potential injured parties, during the period of the contract,
front and rear lights and reflectors, an efficient braking system, direction indicators able to operate as a hazard warning signal, an audible horn, and a rear-view mirror. Additionally, mobility scooter users are permitted to travel on dual carriageways, with users being required to use an amber flashing light for visibility. The justification behind the decision to exclude mobility scooters was that compulsory insurance would “discourage innovation,” as well as citing the lack of damage caused following a mobility scooter accident in comparison to that of larger
workable, common sense proposals based on industry experience and best practice. It is important that the sector doesn’t accept impractical amendments to existing compulsory insurance regimes.” Recently, some mobility retailers and suppliers, as well as local councils, have taken steps to address the problem of scooter safety with their own initiatives, such as TGA’s joint supplier/dealer scooter safety events, Oxfordshire County Council scooter training course, People First Mobility’s scooter safety awareness days and more. Despite these initiatives, calls from
“It is important that the sector doesn’t accept impractical amendments to existing compulsory insurance regimes.” DAVID WIDDICK
regardless of whether the vehicle is used in traffic or not at the time of the accident, except where the vehicle is used in a motorsports event.” Despite the two definitions being applicable to both class 2 and 3 scooters, with both being used on public pathways and roadways, the proposals purposely do not extend to new types of motor vehicles, including mobility scooters. Whilst the UK government recommends users to take out insurance, currently, mobility scooter insurance is not compulsory for either class 2 or class 3 scooters, despite a legal requirement for users to register class 3 mobility scooters with the DVLA for road use. For class 3 mobility scooter users wishing to exceed more than 4mph, the scooter must be used on the road and are prohibited from travelling faster than 8mph, as well as requiring
vehicles, such as cars. The decision to omit mobility scooters from requiring compulsory insurance has received a mixed reaction from the industry, with some welcoming the decision to avoid imposing rules not specifically designed for the mobility market, whilst others argue that mandatory insurance could help curb the rise in accidents. Discussing the decision, David Widdick from sector insurance specialists ICB Group commented: “We welcome the European Parliament’s decision to exclude mobility scooters from the current motor regulations, which were not drawn up with the needs of mobility scooters and their riders in mind. “Their intention not to “discourage innovation” should prompt the industry and its stakeholders to approach the government with
the public for central government intervention have been rising, with the BHTA’s former Director-General Ray Hodgkinson MBE urging the mobility industry to tackle the problem and self-regulate before regulations are imposed. “The danger with mobility scooters is that there isn’t proper training, the control of them into the marketplace needs to be tighter, retailers need to have greater knowledge on people’s conditions, and users themselves need to be acutely aware that they are sitting on something that can be lethal if not driven properly,” commented Ray. As the rate of mobility scooter incidents continues to rise and grab the media’s attention, the question of compulsory insurance is one that will be continued to be asked in the foreseeable future.
SHARE YOUR THOUGHTS… Should users of mobility scooters be required to take out compulsory insurance or is it a move that would be unnecessary and potentially restrict many users’ opportunity for the freedom of mobility? Share your thoughts with THIIS and contact calvin@thiis.co.uk
www.thiis.co.uk | 7
THE END OF TRADE DAYS
Trade Days 2019 event has been cancelled
Trade Days 2019, the event, which saw mobility manufacturers and retailers from across the UK meet and talk business for two days at Birmingham’s NEC, has come to an end confirmed the show’s organiser CloserStill Media.
E
xhibitors were informed via email that the tough decision to cancel the show was taken by both CloserStill and the British Healthcare Trades Association (BHTA). Originally the brainchild of former THIIS editor David Russell, Trade Days was launched in 2014 as Europe’s sole trade-exclusive show and proved a hit, with mobility trade professionals happy for an opportunity talk business openly in a relaxed environment. Over 140 companies exhibited at the show in its first year, meeting 1,113 delegates that made the trip to the NEC. In the show’s second year, the number of exhibitors declined slightly to just under 140, however, more visitors attended the 2015 show, with 1,152 delegates visiting across the two days to talk shop. Over the three years that followed however, the show saw a steady decline of exhibitors and delegates,
with many noting the reduced numbers of last year’s show, leading to the cancellation of 2019’s event. In an email sent to companies exhibiting at this year’s show, CloserStill highlighted that the mobility and independent living sector has evolved in recent years, stating that “trading has becoming more difficult for all” and praising exhibitors support of the show. Despite CloserStill highlighting that Trade Days exhibitors would have the opportunity to move bookings to other shows in its extensive healthcare portfolio – such as Health+Care, the Care Show, and the OT Show - the announcement will come as a blow to many mobility companies that continue to operate exclusively through a trade network, as well as SMEs keen to meet a broad range of mobility retailers. Speaking with THIIS, Charlotte
Is there still a place for a trade-only mobility event in the calendar?
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Gillan, Managing Director of Classic Canes – a regular Trade Days exhibitor – said that following the end of Trade Days, the company has decided to exhibit at the Pharmacy Show. “I know a lot of the mobility trade also visited the Pharmacy Show so it might be interesting to review what that show holds for mobility sector retailers,” she commented. Following the announcement, many in the industry have speculated if Naidex will now step in and fill the void, with rumours at this year’s Naidex show that a Trade-Zone may be introduced for 2020’s event.
YES OR NO: DOES THE MOBILITY INDUSTRY NEED ITS OWN TRADE EVENT? We want to hear your thoughts. Does the industry need its own trade event and if so, how should one work in your opinion? What did you like and dislike about Trade Days? Email calvin@thiis.co.uk or call 01933 278086 to share your thoughts.
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TWO DECADES OF RISING THROUGH THE RANKS This year, THIIS is not the only one celebrating its 20th Anniversary. In January 2019, Andrew Macphail, Commercial Director at Mangar Health celebrated 20 years at the organisation he joined straight from University. A familiar figure to many in the sector, his rise through the ranks has coincided with Mangar’s growth from small, family-run business to the international organisation it is today. THIIS caught up with Andrew to discover more about his journey with the moving and handling specialists
I
n December 2018, Mangar Health was acquired by Winncare Group, a French based medical device organisation, with Andrew now forming part of the management team tasked with driving the business forward. On joining Mangar in 1999, Andrew worked closely with founder,
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David Garman OBE and his wife Fran, creating market demand for innovative, new inflatable medical device equipment. On the 4th January 2019, David, the award-winning inventor and pioneer passed away. Reflecting on his early days with the company, Andrew commented:
“In those days, our products were very new in healthcare and as an enthusiastic graduate, I was keen to learn everything I could about the business. “David Garman was a great mentor to me and I was sad to hear of his passing at the beginning of January
Andrew Macphail
at the age of 96. He had only retired in 2014 at which time he was still full of ideas and desire to find the best moving and handling equipment solutions.” After working in the marketing and customer service departments, Andrew moved into a sales role with specific
every emergency ambulance in the UK carries an ELK or Camel lifting cushion. In 2017 Andrew’s work was further recognised when he was appointed as Commercial Director at Mangar Health and given a place on the company’s board. Discussing the company’s growth, Andrew told THIIS: “Over the last couple of years we have been able to develop markets in both the UK and export because our products are unique, of excellent quality and most importantly, protect healthcare workers from injury. Mangar’s profitability grew by 15 percent in the last year reported the moving and handling specialist company, resulting in the successful acquisition by Winncare Group at the end of 2018. “The management team at Mangar, led by CEO Simon Claridge, is committed to product solutions that allow people to stay in their own homes for as long as possible and enable faster discharge from hospital,” continued Simon. “Over the last 20 years, prioritising
“David Garman was a great mentor to me and I was sad to hear of his passing at the beginning of January at the age of 96.” ANDREW MACPHAIL
responsibility for growing market share in emergency services. With musculoskeletal injury in paramedics and ambulance technicians costing the NHS millions annually, Andrew identified an opportunity to introduce NHS Ambulance Trusts to the ELK lifting cushion. According to the company, Surrey Ambulance had been early adopters of the kit in 2016 and had achieved results described as “phenomenal”, with sickness rates and the associated costs dropping. Andrew says it was this success that had enabled him to start talking to all Trusts about solution-based equipment, highlighting that today,
preventative healthcare has become increasingly important to the NHS and we are well placed to support this.” Mangar’s acquisition by Winncare Group opens new opportunities for the company and during 2019 new products will be added to the portfolio. “We have a motivated sales team who are excited to have new products to talk their customers about,” finished Andrew. “The new portfolio means we can talk to our customers about a complete, solution-based approach to safe patient lifting.”
PROJECT RISES TO THE CHALLENGE OF CARE HOME FALLS An initiative to safeguard the lives of care home residents and reduce the impact on ambulance services has received the backing of Welsh Health Minister Vaughan Gething. The breakthrough project, developed in partnership with the National Collaborative Commissioning Unit, Welsh Ambulance, and Mangar Health, received funding from the winter pressures support package announced by the Welsh Government last December. Aiming to reduce the amount of time patients are left waiting for an ambulance on the floor after a fall, the new Wales Care Home project will educate care home staff about falls and the use of lifting equipment, empowering them to apply post fall management protocols, including health assessment techniques used by paramedics. As part of the initiative, care homes across Wales have received a Mangar Camel Lifting Cushion, a device used widely amongst ambulance services, to provide carers with a means of lifting fallen patients safely. Simon Claridge, CEO at Mangar Health, commented: “This project is a perfect example of how public and private sector organisations can work together to achieve better healthcare outcomes for vulnerable people relying on healthcare services in Wales.”
www.mangarhealth.co.uk
www.thiis.co.uk | 11
focus
MERGERS, ACQUISITIONS AND INVESTMENTS NRS HEALTHCARE ACQUIRED IN SECONDARY BUY-OUT
F
ollowing a successful year of trading, with the company reporting an annual turnover of over £165million for the year ended 31st March 2018 – a 2.8 percent sales increase on the previous year – NRS Healthcare has been acquired in a secondary buy-out. Speaking to THIIS, Graphite Capital confirmed the acquisition for an undisclosed amount, purchasing the company from H2 Equity Partners, which has owned a majority stake in the company since December 2014. A private equity firm focused on mid-market leveraged buyout investments, the Graphite Capital Group manages around £1.2 billion for institutional investors and at the end of 2018, raised over £500million for its ninth UK mid-market fund. Having made eight investments in the care sector and with experience in the medical devices arena, NRS Healthcare marks the private equity firm’s first acquisition of a mobility and assistive living aids provider to the community and private sector. Headquartered in Leicestershire, the majority of NRS Healthcare’s revenue is generated from the provision of outsourced integrated community
The NRS Healthcare acquisition timeline 12 | www.thiis.co.uk
Jerry Benson CEO of NRS Healthcare
equipment services (ICES) for Local Authorities. Operating 20 depots across the UK, the company is responsible for sourcing, purchasing, delivering, installing, maintaining, collecting, decontaminating and recycling the equipment. In addition, the company is also a multi-channel distributor of mobility and independent living aids, both own-label and branded products, through its Product Sales division, selling to end-users, Local Authorities,
healthcare professionals, and retailers. In September 2018, NRS Healthcare acquired Lancashirebased online retailer Complete Care Networks, expanding NRS Healthcare’s access to the private market. The company also provides wheelchair services under a number of contracts, covering wheelchair procurement, delivery, collection, maintenance, repair, and reconditioning.
2001:
April 2013:
Dec 2014:
March 2019:
Acquired by Findel plc
LDC acquired NRS from Findel plc
H2 Equity Partners acquire majority stake from LDC
Graphite Capital confirms secondary buy-out of NRS
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OT to bolster mobility equipment provider’s clinical credentials Specialising in assessing, supplying, installing and maintaining equipment for care homes, hospitals, schools, and councils, Wealden Rehab has added Band 7 qualified occupational therapist Gayle Cardwell to its team. Qualifying as an OT in 1998, Gayle has gained extensive experience in health, housing and social care settings, working as clinical lead/ advanced practitioner level for the past nine years and managing complex caseloads. Now working alongside Wealden Rehab’s product advisers, Gayle will help bring various advantages to its team, including insightful product development input and expert clinical observations. Discussing Gayle’s appointment, Matt Anderson, Business Development Manager for Wealden Rehab, commented: “What we are really looking for to is aligning our values and our focus with what an occupational therapist is focused on, the experience they have and also the knowledge of day-to-day use with equipment and patients. “Having Gayle on board will be a tremendous help in educating us as a team and we are really looking forward to working with her.” www.wealdenrehab.com
NEW RECRUIT TO HELP TOP £1.5MILLION Innova Care Concepts has recruited a new case management specialist Jason Fulcher, working exclusively on projects throughout the Midlands and the South of England. Litigation and case management includes working with clients who have had life-changing injuries that may have been caused by anything from a car accident, through to medical malpractice and negligence. Innova specialises in designing and installing specialist equipment as part of home adaptations. The company began its venture in the case management market just over a year ago and now anticipates that it will gain an extra £1.5 million in sales from these projects. Tom Hulbert, Managing Director of Innova, said: “Last year, we did over £750,000 of extra business just from litigation work, so we believe that this year we could easily double that and get one step closer to reaching our company vision of being the most sought-after brand in the healthcare sector.” www.innovacareconcepts.com
Do you have a new team member? Why not let the industry know? Just send us a short news item and photo.
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INNOVATION ON THE HORIZON FOR KARMA MEDICAL FOLLOWING NEW APPOINTMENT As part of an ongoing investment in its wheelchair and powerchair designs, Karma Medical has appointed Eric van Olst to the position of Chief of Product Innovations. Having originally trained as an engineer and with over 30 years’ experience in the wheelchair market, Eric has already been involved in a number of designs since joining the company, including the design of the Versus seating frame, Leon Kameleon paediatric powerchair, along with the development of the EvO range. Working in close alignment with Karma Medical’s R&D and product management departments in Taiwan, the company say Eric and his teams will also collaborate with companies in the development of new components and technology. “From our perspective here in the UK, the appointment of Eric is great news for us and our end-users and retailers,” said Mark Duffield, General Manager of Karma Mobility. “We pride ourselves on offering the best possible wheelchair and powerchair solutions and I know Eric’s expertise will benefit all concerned.” www.karmamobility.co.uk
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A MASTERCLASS IN MOBILITY SOCIAL MEDIA For many companies, large and small, getting to grips with the potential offered by social media continues to remain elusive. Building followers, increasing engagement, and converting this into actual money in the bank can prove tricky but when social media marketing is done right, even the smallest company can enjoy reaching a staggering number of people with very little investment. One such retailer leading the way in the mobility industry is Derbyshire-based Mobility Care.
F
ounded by 29-year-old owner Aaron Johnson in 2015, Mobility Care operates from its Ilkeston based mobility shop in Derbyshire and launched its second store in Bulwell, Nottinghamshire, towards the end of this March. No stranger to the media, having appeared on the popular Channel 4 show Come Dine With Me three years
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ago, Aaron’s mobility company has created some memorable and creative marketing campaigns this year which it has effectively shared on its social media to gain an impressive following. CAPTURING AND SHARING THE MOMENT Since the beginning of 2019, the mobility retailer has awarded one
lucky individual with a brand-new mobility product each month in a special giveaway, supported by mobility manufacturer Electric Mobility. Importantly, Mobility Care has posted the often-emotional moments when the prizes have been handed over to winners to its company Facebook page, building and engaging its audience of over 2,200 people.
Patricia Lister was the first lucky winner of the giveaway and was presented a new Hamble Cosi rise and recline chair to her surprise and delight in January and on the 6th March 2018, the mobility company announced Eric Conlon won a Rascal Veo mobility scooter in its February giveaway. First posting a video of Eric being presented his mobility scooter, along with flowers, balloon and a certificate on the popular social media platform, Mobility Care followed this with a second post of photos and more information of what winning the scooter meant to Eric.
users have to like & share the company’s competition post, like Mobility Care’s page, and go to the company’s website to fill in an additional form. The company told THIIS that the campaign has helped considerably
with the assistance of a duo of energetic elderly dancers. The retailer recently expanded its operations into Nottinghamshire with the launch of its second store and decided to mark the occasion and attract the attention of local shoppers
“Social Media allows us to place our products in front of our demographic so that when they’re ready to purchase a product, they know what options are available.” REBECCA BATESON
ENCOURAGING ENGAGEMENT Discussing the giveaway campaign with Chris Bower, Marketing Manager at Mobility Care, he told THIIS: “It was just an idea we came up with whilst having a brainstorm and it is starting to work quite well for us as it is a great way to engage the public and raise awareness of our two shops. “It gives us something positive to shout about it and we get to bring some big smiles to people which is great.” For individuals to take part in Mobility Care’s competition, Facebook
raise awareness of the mobility business in its locality and online. The March competition saw Mobility Care giveaway two products, a single motor Elite rise and recline chair in Grey and a three-wheel walker with tray, with the competition seeing over 340 people like the post and share it on their Facebook feeds. OAPS HIT THE DANCEFLOOR Alongside capturing and sharing heart-warming moments on its social media channel, the retailer has also used humour to gain attention online,
with the help of a pair of dancing grannies. Certainly one of the more unique ways of turning heads, Aaron explained Post that he came up with the viral marketing idea 48 hours prior to opening the shop’s doors. What started out as an amusing idea turned out to be a PR and social media gem, not only piquing the interest of those in Bulwell’s town centre of the day, but also gaining coverage from local newspapers and a mass of views on social media. Again, not one to miss an Mobility Care captured the emotional moment Patricia Lister was provided her free prize to share on social media and its website
www.thiis.co.uk | 17
opportunity to post something engaging on its Facebook page, the company showcased videos of the grannies dancing to songs from Madness and Flo Rida in front of its new showroom, drumming up over quarter of a million combined views. Not only did the launch day generate a buzz, but, according to the company, also led to repair and servicing work from new customers, as well as the sales of its first mobility scooter from the new location. LOCAL STORE WITH A GROWING REACH With 2,300 followers on its Facebook page, Mobility Care now has an engaged, growing audience it is able to communicate with constantly and cheaply when compared to other channels. Primarily, it has achieved this coveted position by thinking creatively, trying new ideas and understanding what content its audience responds to and engages with. B2B SOCIAL MEDIA OPPORTUNITIES Whilst the virtues of social media marketing are often praised when reaching end-users, its effectiveness for manufacturers as a businessto-business channel has been
questioned by many. This is not the case for Electric Mobility however, with the supplier of mobility scooters, powerchairs, and riser recliners investing time and effort into making social media an integral aspect of the company’s marketing mix. Over the past 16 months, the company says it has undergone a transformation of its online presence,
“It gives us something positive to shout about it and we get to bring some big smiles to people which is great.” CHRIS BOWER
driven by the company Marketing & Digital Executive Rebecca Bateson, with social media being a key focus of its transformation. Bringing the company’s three sub brands together and creating online communities with shared interests, Rebecca told THIIS that social media provides an accessible option to raising the company’s product awareness amongst end-users. “Our customers may be housebound & unable to be swayed
An effective campaign by Mobility Care supported by Electric Mobility is engaging audiences on social media
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by the temptations of a “50 percent off’ sign in a shop window or eyecatching Point of Sale material,” she explained. “Social Media allows us to place our products in front of our demographic so that when they’re ready to purchase a product, they know what options are available.” Building the online channels for the benefit of consumers, Rebecca
says she has also been able to improve dealers’ knowledge via online channels, with Electric Mobility’s ‘Emob News’ blog regularly updating dealers with product information, unique selling points and in-depth product descriptions with Rebecca curating industry trends & topics for dealer consumption. “Those who already follow @ ElectricMobilityEuro know that short & snappy posts about different products and their benefits help them have a
Electric Mobility’s Rebecca Bateson says social media is an effective and essential channel in the company’s B2B marketing strategy
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Mobility Care’s new store launched in Bulwell in March, grabbing the local community’s attention
Aaron Johnson shows how injecting fun and novelty into marketing campaigns can lead to major online engagement
greater understanding of our CosiChair & Rascal ranges,” she added. Stressing that social media is not marketing’s magic bullet, the mobility manufacturer instead says that it works hard to use the channel as a means of raising brand and product awareness and incorporating it into its marketing campaigns. Elaine Leighton, Marketing and Communications Manager, echoed the point. “Employing an in-house digital expert & improving our online marketing strategies has helped our brand channelise our marketing campaigns in a more encompassing manner to ensure better growth and more profits. Diversification is vital in highlighting and publicising your business to reach consumers and gain their confidence.” Electric Mobility confirmed it has
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seen over 60 percent growth in online channels directly relating to brand & product awareness, driving consumers to an impressive network of 450 authorised dealers who are encouraged to interact with content posted so they have quick access to another sales tool. TAKING ADVANTAGE OF SOCIAL MEDIA Like many areas of marketing, converting social media activity into accurate, quantifiable results on a company’s bottom line can prove to be challenging, however, the opportunities it presents companies to communicate with audiences are undeniable. It will be those companies that approach social media with a willingness to experiment and take advantage of the in-depth analytics the platforms provide that will find they will enjoy increasing success in an area of marketing that seems to be showing no signs of abating. www.mobilitycareproducts.co.uk www.electricmobility.co.uk
MOBILITY CARE’S FEBRUARY PRIZE GIVEAWAY STATS Likes: 405 Comments: 80 Shares: 63 Video views: 1,500+
MOBILITY CARE’S ‘DANCING GRANNIES’ STATS Likes: 2,141 Comments: 1,823 Shares: 4,339 Video views: 270,000+
round-up
POSITIVE OUTLOOK FOR MOBILITY BRAND’S PARENT COMPANY IN 2019 Pro Rider Mobility’s parent company Tandem plc, a Britishbased designer, developer and distributor of sports, leisure, and mobility products, has predicted a positive outlook for 2019. In a trading statement released ahead of its annual results, Tandem plc disclosed that it had weathered a rough first half of 2018 and ended the financial year strongly. Despite a reduction in revenue of approximately 12 percent to £32.5million for the year ended 31 December 2018, the Group’s profit before tax is expected to be only marginally behind the prior year. Tandem plc is the parent company of Expressco Direct, the direct-to-consumer arm of the Tandem Group which consists of a number of its brands, including Pro Rider Mobility. The mobility company sells its own-label mobility scooters and wheelchairs, as well as branded products, online and from its showrooms in Northampton and Birmingham. Pro Rider Mobility also has stores on websites such as Amazon and eBay where it has seen success, with the statement reinforcing the Group’s intent to develop these sales channels in the future. In addition, Tandem’s statement noted that the company plans to release a large number of new consumer products in the year ahead, with more mobility launches in the pipeline.
22 | www.thiis.co.uk
A UNIQUE OPEN DAY Aiming to highlight its broad range of services to the South-West’s healthcare professionals, Unique Mobility is bringing together various suppliers and hosting its first ‘Professionals Open Day’.
T
aking place at its Plymouth branch on April 3rd 2019, the day will see various suppliers showcasing and demonstrating their products to healthcare professionals, as well as Matt Hamilton from Accora providing CPD training. Discussing the Professionals Open Day, Barry Reeve, Adaptations & Marketing Manager at Unique Mobility, told THIIS: “This open day has been on our agenda for a while now and it’s brilliant to be in a position to finally have a date in the diary. We’re hoping that it will allow local professionals to understand exactly why we are the largest dealer in the area and have the confidence to call us whether it’s
a simple ramp solution, or complex configured seating system.” Confirmed manufacturers exhibiting include Etac, Topro, FormAlign, Sunrise Medical, Quantum Rehab, Permobil, Enable Access, EasyStand, and Invacare. Covering all of Devon, Cornwall, Somerset and Dorset, the company was started by Ian Bellamy in 2002 before undergoing a rebrand last year, merging Plymouth Mobility Centre and Launceston Mobility Centre under one name and expanding operations into new areas of healthcare. www.uniquemobility.co.uk
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WHAT PRODUCTS ARE RETAILERS IN THE INDUSTRY RAVING ABOUT?
Wondering which products are grabbing retailers’ attention? Each month, retailers in the mobility industry highlight one product that has stood out for them and why… 24 | www.thiis.co.uk
Dominic Goldsmith, Director of Style Mobility
Pick of the month: Atlas 4 Hoist
“
After a long wait, Monarch Mobility has finally released a portable scooter hoist that can be used with almost any hatch back car. “No drilling, fixing or damaged sustained to the owner’s vehicle and capable of lifting up to 40kg with heavier lifting versions on the way, this is the answer to an all too common problem for customers and also their main objection for not buying one of the many folding scooters available.
“Costing less than half the price of a fixed hoist, the portable hoist will undoubtably increase sales of folding and car boot scooters by a fair amount, especially when sold as a scooter/ hoist package.
”
www.stylemobility.co.uk
Darren Macey, Business Development Manager for Lifestyle & Mobility
PICK OF THE MONTH: INVACARE’S ALBER E-PILOT
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Power addons are becoming increasing popular over the last couple of years and with so many on the market, it’s hard to know which one to choose. “At Lifestyle and Mobility, we sell lots of active user products and with so many to choose from, it was key for us to get the right one in front of our customers. We believe the Invacare Alber E-pilot has the edge over its competitors. “The first thing I love about this product is how easy it is to dock and lock to end-users’ wheelchairs. It’s a very simple process and only takes seconds. The clamps that stay on the end user wheelchairs aren’t very heavy either. “This is highly important to our customers, as most of them would
have paid a lot of money to have a light weight wheelchair in the first place, so they definitely don’t want to be adding anymore weight to their wheelchairs. “The Alber E-pilot comes in 12 colours so customers are really able to add the personality to the product. What really makes this product stand out from its competition is the Mobility Plus App - within the app you can select things like speed and cruise control. “The easyNavi also works in conjunction to all wheelchair accessible routes and allows the customer to upload their route to social media and keep track of calories burned - a bit like a Fitbit or go map my ride. “At Lifestyle &
Mobility our core belief is a customer’s lifestyle should always come first and this product ticks both boxes lifestyle & mobility.
”
www.lifestyleandmobility.co.uk
www.thiis.co.uk | 25
pick of the month
Karen Sheppard, Managing Director of People First Mobility
Pick of the month: Wheely mac with sleeves
“
Always try to find ways and opportunities to boost sales with reference to any season, event or awareness days and utilise that in your marketing. With this month’s product being in April, a suggestion is to market all weather wear such as the wheely mac with sleeves for the April showers. “The Mac provides head to toe cover and the elasticated hem fits snugly over the footplates of the wheelchair, keeping water off the users feet. It has slots in the back to allow the handles of the wheelchair to
Michelle Mossford, Senior Marketing Manager of Ableworld
PICK OF THE MONTH: ELECTRIC MOBILITY’S VECTA SPORT ROAD SCOOTER 26 | www.thiis.co.uk
go through, meaning the water runs down the back of the chair and not down the persons back. “The hood has drawcords and they have a sturdy zip up to the neck to allow for comfort. The mac is fully waterproof and windproof and there is a deluxe version which has a brushed cotton lining for additional warmth. It also comes in an un-sleeved version. “For the scooter, there is the scooter poncho. Much along the same design as the wheelchair mac but without the elasticated hem making it suitable for the user to wear when they get
“
The Vecta Sport is an ultramodern, compact yet powerful road mobility scooter. “This scooter uses the best of modern design in a very compact overall package with a host of new features that combine to make a scooter that not only looks great, but performs even better. This model features exceptional legroom, an adjustable tiller and a highly comfortable seat to ensure that it is a scooter designed for all users. “The simple straight forward waterproof dash panel and controls make operating this scooter simple and straightforward. “The waterproof USB power output ensures that the user’s mobile phone is always charged, or alternatively provides the power for a GPS unit for the adventurous. “This scooter has a 25 stone weight carrying capacity, revolutionary “RunOn” run flat pneumatic tyres, the unique Max Grip Limited Slip
off the scooter. It has a full-length zip for easy removal and fitting, as well as reflective tape on the sleeves and the rear, providing visibility for users at night. “Your marketing emails can read… Worried about getting caught in the April Showers, then purchase a WheelyMac or Scooter Poncho and keep dry and warm. “Perhaps having a discount for the month if purchased with any other item in store.
”
www.peoplefirstmobility.co.uk
Differential gearbox and the new technology high power high torque 600-Watt motor this really is THE scooter for the 21st Century. “This is an ideal scooter to use on the road, but also with its compact design it is a good size to use on the pavement. “All Scooters include six months free insurance and breakdown cover. www.ableworld.co.uk
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Alastair Gibbs, Managing Director of TPG DisableAids
Pick of the month: Performance Health’s BioFreeze Gel
“
Having looked at larger more expensive showroom products in previous months, I thought that this month I would mention a product which is a consumable and although low cost, does keep customers coming back time and again. This enables us to form an ongoing relationship which often results in the customer buying further products at a later date. “The product is the BioFreeze Gel from Performance Health. “BioFreeze Gel is well suited for hands-on massage applications, particularly larger muscles and joints such as the calves, thighs, shoulders or elbows. “Tubes are available in three sizes: a handy travel sized 30ml tube, 59ml tube and a larger 118ml version. Pump action dispensers are also available in larger sizes: 473ml and 946ml. “BioFreeze is available without prescription for private consumers and professionals. Many of our more senior customers complain of aches and pains, this product offers a low-cost temporary relief for many.
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round-up
Handicare’s latest stairlift shortlisted for Asia Pacific Innovation award
H
andicare has received recognition for innovation in the aged care sector after the company’s newest stairlift model was announced as a finalist in the ‘Oscars’ of the Asia Pacific eldercare industry. The annual Asia Pacific Eldercare Innovation Awards honour organisations for their pioneering and quality approaches to changing the way the region’s older adults age and for their contribution to shaping the future of the ageing landscape. Following its successful debut in Germany’s Rehacare in 2018, the Handicare 1100 straight stairlift is a finalist in the category Best Solution to Support Ageing-in-Place – Assistive. Its standout features are its easy to clean tooth and grease-free compact rail and patented four-wheel drive
technology based on friction drive, which ensures a smooth and reliable ride. Handicare Executive Commercial Director UK, Europe & Far East Clare Brophy said: “This is a tremendous accolade for our team and our approach to delivering innovative
solutions to make life easier for people with mobility challenges around the world.” The winners will be announced in Singapore in May. www.handicare.co.uk
LIFT COMPANY RISES AS ONE OF EUROPE’S FASTEST-GROWING COMPANIES Stiltz Homelifts has been recognised as one of the fastest growing companies in Europe by the Financial Times, with the homelift manufacturer ranking 167th in the FT 1000 which ranks the top 1,000 businesses from 31 European countries that have achieved the highest annual growth rate in revenue between 2014 and 2017. Within that time period, Stiltz has grown 106.3 percent and closed 2017 with a turnover of £14.3million. It was listed as the 34th highest-ranking UK business and the second fastest-growing health company in Europe. Gino Farruggio, UK Trade Sales Director of Stiltz Homelifts, praised the aesthetically pleasing qualities of Stiltz’ range and emphasised that the company’s success has neen driven by its dealer partnership programme. “Trade dealers in the UK have stood up and taken notice of Stiltz Homelifts because they recognise the difference we can make to their customers’ lives and their companies’ bottom lines,” he explained. “At Stiltz, we offer a range of unique opportunities to partner directly with us with high margin sales opportunities of between £2,000 and £4,000 per sale for affiliate partners which just cannot be ignored.” www.stiltz.co.uk
30 | www.thiis.co.uk
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retailer spotlight
The husband and wife duo now run two arms of H&M Health & Mobility – Hugh handles the bathlift business and Yvonne focuses on retail
H&M HEALTH & MOBILITY
TAKING A DIP INTO BATHING In February’s issue, THIIS mentioned a new bath lift entrant looking to make a splash in the market. Formed under the name of reputable North East retailer H&M Health & Mobility, THIIS caught up with Hugh Malone, joint owner of H&M Health & Mobility and driving force behind new market entrant H&M Bathlifts, to find out more about the retailer’s history, its expansion into bath lifts and its ambitions for the future 32 | www.thiis.co.uk
BOTH SIDES OF THE FENCE With over two decades of homecare industry experience, having successfully operated his own company and worked in some of the industry’s largest players, Hugh Malone is no stranger to the market. First working for Bison Bede in 1995 before forming bath lift specialist AquaJoy in 2002, Hugh sold his company to Drive DeVilbiss in 2011. Over the years that followed, he ran the AquaJoy brand and was instrumental in the acquisition of Mountway, turning around the latter’s flagging fortunes. Well known in the industry on the supply side, what many may not know
his time in the industry, the husband and wife team set about creating a company that he describes as having the community at its heart. “The focus has been creating something we can put back into the community by providing the most appropriate products at the most economical cost for people in our local area,” asserted Hugh. PRICES TO PROVIDE A COMMUNITY SERVICE Since 2012, the BHTA-member retailer has made a name for itself in Consett and the North East, working closely with local OTs in the area and priding itself on the customer service
“Our selling prices are below market price but we live in an area where it is difficult for people to afford some of the mobility products we sell” HUGH MALONE
is that whilst running the AquaJoy brand, Hugh was also partly involved in the establishment of a new retail operation in County Durham. “Having built up a customerfocused organisation with AquaJoy from 2002, the OT Service in County Durham approached me in early 2012 to set up a mobility business that would help protect the elderly and vulnerable people in the area from any rogue traders,” Hugh told THIIS. “AquaJoy was acquired by Drive in August 2011 and I was 100 percent focused on my role within Drive, so my wife Yvonne set up H&M Health & Mobility in May 2012 in order to satisfy the OT Service request.” Gaining considerable insight into the retail side of the industry from his years as a supplier, Hugh emphasised that he’d had the pleasure – and occasionally displeasure – of working with retailers at both ends of the spectrum. “I have worked in the homecare market and also been a supplier for many years, so you manage to sniff out the good from the bad,” he told THIIS. Applying what he had learned over
provided by its dedicated team. “H&M staff do their very best for the community; it’s a passion and we won’t sell a product if it isn’t right for the person,” stressed Hugh. “We pride ourselves in making sure we specify the most appropriate products to suit our customer’s
needs, always ensuring we charge realistic prices to meet our customers’ various requirements and budgets.” Discussing the decision to adopt a low pricing strategy, Hugh pointed out that the store’s prices reflect the needs of its local customers, rather than driven by a desire to maximise profits. “We never went into it planning to get rich but wanted to make sure the community was getting the right equipment in the correct manner,” he commented. “Our selling prices are below market price but we live in an area where it is difficult for people to afford some of the mobility products we sell, so we operate on low margins in order to help the community. “We are more focused on being caring than costing out each operation as our reputation has been built on trust, compassion and fair pricing. We can spend a couple of hours with someone in their home demonstrating a chair or scooter without making a sale and also an hour fitting Cosyfeet shoes or slippers in our store without making a sale; the most important thing for us is selling the correct product and helping improve a person’s independence.”
The North East-based team are now looking to push ahead with its new KANJO bathlift range, focusing on local authorities
www.thiis.co.uk | 33
retailer spotlight competitive in the face of growing market pressures, with Hugh sharing his insights into how to enjoy sustained retail success. “Develop a great team that cares about each potential and existing customer and avoid using any pushy sales techniques,” counselled the mobility veteran. “Link in with occupational therapists and other healthcare professionals in your area and build a good, trusting relationship with reputable suppliers. Also, keep a watchful eye on new products that will help improve your offering and keep a watchful eye on online pricing.” Huge Malone
THE CARING AND COSTINGS BALANCING ACT In an industry that demands a high level of customer service however, the company is no stranger to the pressures of being a caring retailer maintaining a low-price strategy. “It is really difficult to find the balances between delivering competitive pricing and offering free of charge home assessments for people who can’t make it to our premises, as well as providing aftercare services,” said Hugh. “Online sellers where the selling price is sometimes lower than our purchase price is a real challenge. We can take a long time with customers and when they are given the price for a product they sometimes go online and we’re shocked that our trade suppliers are selling the same products online cheaper than our purchase price. “Also, homecare supermarkets that focus on a B&Q style retail strategy as opposed to a best clinical need is a challenge for independent retailers in the industry. Organisations that plough vast sums of money into TV advertising have to pass their cost on to the customer and our concern is overcharging for a product that may not be suitable.” With seven successful years under its belt however, H&M Health & Mobility has learned how to remain
34 | www.thiis.co.uk
DIPPING INTO BATHING As market pressures squeeze margins for many smaller retailers, the mobility retail landscape has increasingly become one where companies are having to find new ways to generate revenue, reach the market and remain competitive. Heeding his own advice, the H&M Health & Mobility’s joint owner kept his eyes peeled for interesting new products and now has his sights set on the bath lift sector – a market worth an estimated £12million in sales and one that Hugh is well versed in. After spending seven years with
Drive DeVilbiss, running its AquaJoy and Mountway brands, Hugh parted ways with the multinational supplier after the organisation restructured. Following a period of time away from the industry, Hugh decided to return to the bath lift market, bringing with him an interesting new German product range. Launching H&M Bathlifts at the beginning of 2019, the newly-formed specialist division of H&M Health & Mobility is the exclusive UK distributor for the KANJO bath lift range. NOT SUCH A NEW FACE Manufactured by Eureha, part of Europe’s Dietz Group, the company is a supplier of a wide range of mobility aids, including wheelchairs, rollators and other walking aids, bathroom and toilet products. Whilst the name KANJO or that of its manufacturer may not be familiar in the UK, Hugh says that the company is a well-established manufacturer in mainland Europe and one that has been on his radar for a while after stumbling across it at Rehacare. “I had first saw the product and took a photo of it in 2010, but, at the time, I didn’t think they had quite got the right design. In 2015, they significantly invested in it,” recollected Hugh.
HUGH’S RULES FOR WORKING WITH COMMUNITY EQUIPMENT STORES Planning to engage with community loan stores to introduce the new bath lifts to end-users and local authorities, Hugh told THIIS some hard and fast rules to live by when planning to work community equipment stores that have served him well having worked with community equipment stores over the years. “You need to know how the community equipment side of things works in this area of business. On the retail side, we all know good and bad retailers so that can be managed but on the community equipment side, there are some essential areas that you simply have to get right,” advised Hugh. “You need to have good stock availability that is ready to deliver. The product has to be high-quality as well; you can’t just put inferior products into the community equipment stores because you get found out straight away and, understandably, there isn’t much room for second chances. “As an operation as well, you need to be flawless. Your paperwork needs to be perfect and the invoice should always match what the purchase order says. Lastly, you should always stay in touch with the customer, even after delivery.”
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retailer spotlight “Having personally designed the AquaJoy Premier Plus – the bath lift that really changed the market in 2005 - and AquaJoy Saver, I knew this redesigned KANJO bath lift had all the features of the AquaJoy Premier Plus but with significantly less weight whilst also being far easier to clean. “It was much more manageable and the thing that blew me away was a four-year warranty, which extended to the hand controller and charger.” A RUNNING START Impressed with the new range and the potential benefits on offer to potential customers, Hugh decided that the time was right to re-enter the market as the sole distributor for the bath lift aids. “The timing of this is absolutely perfect,” he explained. “I have the experience, I have the contacts and there is no way I would
have got back involved in this market unless I believed that this bath lift was the best in the world.” Alongside his experience and contacts, Hugh has also brought back some familiar faces to H&M Bathlifts. “Some of my AquaJoy/Mountway by Drive team were made redundant last year and we’ve joined forces again to make a fantastic, happy team who will provide experienced customer focus and support,” he continued. Launching a new product and a new brand into the market can be tough, with building a recognisable name, trust and credit history all serving as substantial barriers to entry for many start-ups.
Combining these factors with Hugh’s genuine passion for bath lifts has allowed the company to bypass many of the traditional start-up roadblocks, placing H&M Bathlifts in a privileged position to enjoy distribution success. For other retailers considering distributing a new brand alone however, Hugh has some invaluable and cautionary advice. “Other mobility dealers may not have the same contacts or experience, so it may be difficult,” forewarned Hugh. “Manufacturers may only grant sole distribution to an organisation that has a proven track record in a certain market, so diversifying into this area
“We can take a long time with customers and when they are given the price for a product they sometimes go online and we’re shocked that our trade suppliers are selling the same products online cheaper than our purchase price” HUGH MALONE
Fortunately for Hugh, his connection with H&M Health & Mobility essentially provides the new bath lift player with a running start into the market, overcoming some of the hurdles other new distributors find when launching. “H&M Health & Mobility has a great credit history, seven-years successful trading, it is well known in the local community with customers and healthcare professionals, and it has a good reputation for being a caring organisation,” said Hugh. “It is difficult to trade as a start-up business, so this makes complete sense and has allowed us to compete on tenders and for other business from day one. “Also, our team has built up successful relationships around the UK for many years, so this helps us to get into the market quickly.”
36 | www.thiis.co.uk
needs detailed planning and quite a bit of funding as costs for marketing, travel and exhibitions are expensive.” GROWING FROM LOCAL TO NATIONAL Despite benefiting from the name of a well-reputed local mobility retailer and an experienced leader at the helm, H&M Bathlifts still faces the challenge of raising its presence across the whole of the UK. “We still have a job to do to build our national standing,” conceded Hugh. Aware that getting the H&M Bathlifts and KANJO name cemented in the market will not happen overnight, the company says it is currently on the lookout for partners to help it expand its reach. “We are linking with some strategic partners in order to give maximum exposure for the KANJO bath lift range. This will take time, but we want to ensure we build a trusting
relationship with all of our partners so it’s a win-win for us, them and their customers,” maintained Hugh. “We are confident that our partners and local authorities will see significant savings in spares and call outs if they purchase the KANJO as their standard stock as our competitors will not match our warranties.” Having already spent numerous years in the bath lift sector, Hugh is also all too aware of the long timeframes involved when selling to local authorities. “Winning local authority business through tenders or other means takes years of perseverance but if you know you have the best product and best team you know the end result will be success,” he continued. “It took nine months with AquaJoy to get our first bulk local authority order but we’ve managed to get one in the first month with the KANJO, so that’s been very encouraging for the team.” According to the bath lift expert, H&M Bathlifts has been built on the same successful strategy that was at the heart of his other business, with delivery of every order within 24 hours of receipt and free of charge product and technical training to nominated staff. To offset the sometimes-substantial length of time required to secure major local authority wins, alongside the time needed to establish longterm strategic partnerships, the fledgling bath lift division has also initially turned to popular online marketplace Amazon to help raise awareness and early sales – something Hugh confirmed will be phased out as its partners grow. “As a national supplier, we have to create brand awareness for the KANJO bath lift range and make quick sales, so Amazon has helped us to do this in the early days,” he elaborated. “We have an Amazon expert on our team and we are selling our KANJO bath lifts using the Amazon platform currently, however, this will change as we partner with specific retailers in the future. We have invested substantially in our website and we will continually develop the website in order to help our customers and partners.”
ONE TO WATCH Working to penetrate a public sector market that has seen budgets scrutinised and squeezed over recent years whilst simultaneously competing in a competitive retail market, the North East retailer and now distributor undoubtedly has its work cut out. “On the retail store side, we will continue with our customer-first approach to help the people in our community to live more independently. We have also recently invested in upgrading our website and will work with our suppliers in order to build a better offering online as well as instore,” confirmed Hugh. “For the bath lift side, private sales are growing in the market, which is good for retailers and online, whilst the local authority market is stagnant or dipping because of funding and refurb/recirculation.” Undeterred by the lack of growth in the local authority sector, Hugh underlined that it is this very stagnation that he envisages driving the demand for the company’s new bath lift range. “This presents a great opportunity for the KANJO bath lift because its four-year warranty and build quality mean the recirculation costs are extremely low over a four-year period,” finished Hugh. “We anticipate substantial growth in this product in Community Equipment
Hugh Malone (middle) with Thomas Godhoff & Johannes Wagner, joint owners from Eureha – part of the Dietz group – after signing the exclusive UK distribution agreement of the Kanjo bath lift
Stores, retail and private markets in the coming years by providing substantial savings to customers.” With a unique product, experienced leader and motivated team, Hugh finished by stating he relished the challenge ahead. “We’ll give it our all and we’ll do it with a smile on our faces, because, that is the important thing. The team is together again and it really is like a little family,” www.hmmobility.co.uk www.hmbathlifts.co.uk
WHY DID KANJO GRAB HUGH’S ATTENTION? Made in Germany and developed in collaboration with the Fraunhofer Institute for Chemical Technology ICT, the KANJO range boasts an impressive anti-bacterial, water-repellent nanotechnology for easier cleaning. Fitting into most bathtub shapes, including corner baths, the bath lifts include fixed and recliner options for users, as well as adult and child accessories. Additionally, it features a low decline position, allowing more depth into the bathwater. It was the raft of benefits for local authorities however that really caught Hugh’s eye. “For local authorities, the principal benefits, aside from product quality, is economics. The KANJO comes with a four-year warranty that includes the handset and charger. This is very significant, as it is estimated local authorities waste somewhere in the region of £5 million pounds a year on bath lift spares, with around 50 percent on hand controls and chargers alone.”
www.thiis.co.uk | 37
round-up
A rise and recline retailer offer to commit to memory
MAMMOTH PARTNERSHIP WITH CELEBRITY
s part of its ongoing retailer support programme for 2019, Repose Furniture is offering free memory foam seating on Rise and Recliners from its Homecare range including general, domestic or upgraded healthcare fabric when retailers quote APRIL2019 up until April 30th. This offer represents a saving of £40 per order and is not applicable to the Healthcare range. “We are celebrating our 20th Anniversary in 2019 and the continued growth of the company would not have been possible without the ongoing support of our retailers who play a vital role within our business model. I hope our monthly promotions alongside our other retailer support material are combining to help them win new business and we will be continuing to offer a new promotion every month throughout 2019” commented Managing Director Lisa Wardley.
Celebrity Motion Furniture, a manufacturer of riser recliner chairs, has joined forces with healthcare mattress specialist Mammoth to create a new seating range incorporating Mammoth’s medical grade foam technology. The partnership sees Celebrity Furniture incorporate Mammoth’s medical grade foam technology into five of its bestselling rise and recline chairs as standard, providing additional pressurerelief benefits to consumers and retailers at no extra cost. The winner of the NHS Innovations North ‘Bright Ideas in Health’ commendation in 2016, Mammoth’s hypoallergenic medical grade foam uses its PostureCell technology to provide pressure relieving postural support and avoid overheating through natural cooling. Celebrity Furniture will now be the only seating manufacturer to include Mammoth’s foam technology and follows Mammoth’s recent launch of its new mattress collection.
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RISING RENT RESULTS IN RETAILER MAKING TOUGH CHOICE Devon- and Northamptonshirebased mobility dealer More Than Mobility announced the closure of its Sidmouth store at the end of March, citing steep rising rent costs as the reason for the closure. The company, which also has stores in Plymouth and Northampton, told THIIS that rising costs made the location untenable. Jemma Dunn, Managing Director of More Than Mobility, said: “Unfortunately, we’ve had to close our Sidmouth store due to rising rent and rate costs. The lease is due to finish in the next month
38 | www.thiis.co.uk
and as the Sidmouth store has not been selling as well as our other stores and with the costs going up, we decided that we would shut that store. “This was a difficult decision for us and it wasn’t something that we’ve taken lightly.” Despite the closure of its Sidmouth store, More Than Mobility stressed that the rest of the business is running as usual, with any warranties being handled by its Plymouth branch. www.morethanmobility.com
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EASIACCESS AND EASIBATHE
LONGEVITY IS NO EASI FEAT Running a successful business is not easy, a fact that any business owner will gladly attest to. It is therefore important that when a company reaches a milestone as impressive as 20 years in business, the achievement is celebrated for the feat that it is. One such company to reach this praiseworthy anniversary is Easibathe, a manufacturer, installer and seller of affordable bespoke bathing solutions. Founded by owner Martin Cook, the company has seen the market change considerably over the years. THIIS caught up with Nigel Heath, Easibathe’s Managing Director, to discover how the North East company has managed to weather some of the storms of the last two decades whilst continuing to attain growth.
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The world of bathroom adaptations has changed dramatically in past two decades says Easibathe’s MD
SPOTTING A GAP IN THE MARKET Having worked in the bathroom industry for many years with varying degrees of success given the high level of competition within the sector, Martin Cook spotted a gap in the saturated market for specialist bathroom adaptations and associated equipment in the mid-90s. Deciding to turn his attention to this relatively niche area of the market, Martin took the first step in a journey that would define his working life for the next two decades to follow. It was not long after focusing his time and efforts into bathroom adaptations that he secured a contract with a local authority to provide shower cubicles and level access shower areas, providing the springboard to the creation of Easitbathe Ltd as it is today. Recognising significant potential in this area, and the fact that the business was quickly outgrowing
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the small back lane unit it occupied, Martin persuaded his wife Denise to take the plunge and move the business to a unit on the other side of Newcastle, with enough space to cater for future expansion. Working for a local newspaper at the time, Denise soon joined her husband in the business, taking on the role of Company Secretary – a role she continues to hold to this day – and on the 24th March 1999, Easibathe was incorporated and
The husband and wife team have long supported each other with the business endeavour, a cornerstone of Easibathe’s enduring success
“Our order book dropped by almost 80 percent within the space of a handful of months, but with sheer determination and exploiting all sales and installation opportunities, we were able to weather the storm” NIGEL HEATH
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more about… opened its doors to the public on the 19th April of the same year. Adopting the mission statement “Providing Solutions to Independence”, Managing Director Nigel Heath says it is an ethos that is still at the heart of the company through the products and services it provides. STRENGTH TO STRENGTH Reflecting on Martin’s motivation to go down the entrepreneurial path, Nigel told THIIS: “Martin has always been an ideas man and is willing to take a risk, combined with a desire to be his own boss, he was always destined to either be self-employed or to run his own company from an early age, supported by his wife and family.” Over the first few years, Martin broadened the company’s offering to also include access products, creating a new division to specifically focus on this area – Easiaccess. Martin’s move to the new site in 1999 proved to be a masterstroke, with Easibathe completing its first large extension four years later, adding additional office and warehouse space as the business continued to grow.
Nigel says the strength of the company’s dedicated team has helped the company weather some of the storms of the past 20 years
42 | www.thiis.co.uk
Two years later the expansion continued, adding comprehensive warehousing facilities to the site in 2006, to allow it to meet the logistical demands for its customers managing inventories or supply chain. At the same time, Martin decided to invest in the creation of a new ramp system, redesigning this from the ground up to be compliant with the latest accessibility regulations.
accomplishment, fraught with unforeseen challenges, new competition, and problems at every turn. Discussing what has enabled the bathing and access specialists to remain in business for so many years, Nigel explained: “A never give up attitude and glass-half-full approach to the trials and tribulations of running your own business has seen
“The world of adaptations has changed dramatically over the 20 years since Easibathe Ltd was created.” NIGEL HEATH
In 2008, the company launched its award-winning metal modular ramp system, growing year on year since and now installed across the UK. SURVIVING AND THRIVING OVER THE YEARS For many companies, reaching 20 successful years in business can prove to be an elusive
Easibathe and Easiaccess through many ups and downs. “Most importantly though, Martin and Denise have always tried to look after their employees, recognising that they play a central role in the development and success of the business. The management team are long serving, very experienced and trusted to run the business
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more about… effectively, which has enabled the year on year growth experienced since its inception.” This approach of enduring optimism combined with a competent management team has allowed the company to continuously compete in the ever-changing world of adaptations, with a market that has seen its fair share of new entrants and changing customer desires. “The world of adaptations has changed dramatically over the 20 years since Easibathe Ltd was created,” commented Nigel. “There are now a number of different businesses within this sector and the product offering has continuously evolved – gone are the days when adaptations were decidedly clinical in their appearance; many solutions are now created with both functionality and design aesthetic in mind. Wet floor rooms, for example, are highly popular, being installed in an increasing number of homes, over a traditional bath or shower tray. “Not only do these solutions look very modern but they provide longerterm suitability for people given their ‘inclusive’ design.” Responding to the change in customers’ demands for products
To coincide with the company’s anniversary, it has undergone a brand refresh, updating signage, logos and more
44 | www.thiis.co.uk
that look as good as they perform, Easibathe recently launched its Premier Range of specialist bathing products, which it says provides a high-end look and feel which customers now expect. THE UPS AND DOWNS Having been operating for two decades, the company has seen its fair share of good and bad times, Nigel recounted one of the toughest periods of Easibathe’s history. “Over the last 20 years, one of the biggest challenges faced was the period around the time of the financial crisis in 2008, when budget constraints had a direct impact in local authority spending and the construction industry contracted significantly,” he remembered. “Our order book dropped by almost 80 percent within the space of a handful of months, but with sheer determination and exploiting all sales and installation opportunities, we were able to weather the storm and consolidate our position.” Despite the difficult times, the company has continued to diversify its range and grow, employing more than 50 people and supplying products nationwide, as well as being the
leading provider of metal modular ramping solutions. “The most rewarding moments over the last 20 years (aside from becoming grandparents!) has been helping the lives of thousands of our customers through the products and services we provide, preserving and promoting independence, and increasing their quality of life,” finished Nigel. www.easibathe.com www.easiaccess.co.uk
What has driven the growth in adaptations and access Nigel Heath, Managing Director of Easibathe, highlighted some specific changes in legislation and regulations over the past 25 years that have helped create and shape today’s adaptations & access market. “A focus on inclusive design and removing barriers, first initiated by the Disability Discrimination Act 1995, created a renewed emphasis on the need to provide accessible environments,” he explained. “Moreover, revisions to Building Regulations and their accompany ‘Approved Documents’ placed a significant emphasis both on new build designs and retrospective installations all of which has been a significant driver in the creation of demand for accessible products and services which continues to this day. “With an ageing housing stock in the UK and a growing elderly population down to the fact that people are continuing to live longer, there is still a great deal of scope for continued growth in the provision of adapted bathrooms and ramp access solutions and we look forward to the next 20 years!”
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20 YEARS OF THIIS In April 1999, some rather key historical events took place. A Neil Jenkins conversion following a Scott Gibbs try gave Wales a famous 32-31 win over England at Wembley Stadium, allowing Scotland to win the final Five Nations Rugby Championship. America’s President Bill Clinton was cited for contempt of court for giving “intentionally false statements” in a sexual harassment civil lawsuit. A Chinese entrepreneur Jack Ma founded Alibaba, opening up the world of importing products from the Far East to companies globally. Also, the UK mobility market saw the launch of its first ever mobility trade publication, founded by industry veteran David Russell. In a special guest article to mark THIIS’ 20th anniversary issue, David discusses the early days of the magazine and how the mobility market has evolved since the first black and white copy of THIIS landed on desks two decades ago. 46 | www.thiis.co.uk
B
limey, where did the years go? I can still remember the exact moment that THIIS was created. I was walking across a field with someone who was also involved in the marketplace and asked the question – do you think that our industry is big enough to have its own magazine? To be fair, neither of us really knew the answer to that. Twenty years ago, the marketplace looked a lot different of course. Far fewer retailers, no internet, no social media, and less product choice.
Information Service. The first issue was pretty basic - an eight-page, black and white newsletter – no photographs and just short news items. In fact, it took quite a while for advertising to appear in the monthly issues. The service was on subscription back then. Imagine, people actually paying to receive a monthly newsletter – who would have thought it now! It wasn’t easy filling the early issues as you could count the number of businesses switched on to provide
“The first issue was pretty basic - an eightpage, black and white newsletter – no photographs and just short news items.” DAVID RUSSELL
My experiences over in the USA attending Medtrade for a number of years had prompted the idea of a UK industry magazine. There were a couple of publications focusing on the American marketplace and they were very informative and interesting. But THIIS certainly didn’t start out as a 60-page, full-colour magazine though – far from it! If you have ever wondered where the name THIIS came from, then it stands for The Homecare Industry
news items on a pair of hands. Getting blood out of a stone comes to mind. Thankfully, things changed over a period of a couple of years and more and more businesses realised just how important it could be to be featured in what was becoming more and more like a proper magazine each month. Spot colour was followed by full colour and the magazine grew and grew to a regular 60+ pages.
What was just as surprising, in hindsight, was being the only magazine in the industry for a good 15 years or so. No competition, now that’s quite a rarity in any marketplace. Companies that have used the magazine over the years will know that advertising costs were sensible and affordable; probably one of the major factors that meant competitors didn’t take an interest in the marketplace, I guess. I had worked in the industry for well over 10 years with a manufacturer (Everest & Jennings) and a retailer (Keep Able) before I set up my own business and launched THIIS a
David has spent over 36 years in the industry, starting at wheelchair manufacturer Everest & Jennings and then being part of the team that launched the retailer Keep Able. He started his own company in 1995 and developed a retailer network with over 20 companies with over 40 outlets involved. He launched THIIS in April 1999. He now advises companies and organisations on communications and helps them develop their own magazine titles. His website is www.cantbuyit.com
www.thiis.co.uk | 47
couple of years later. I was part of the industry, not simply a publishing company looking for the next marketplace to get involved in. I think that made a big difference in terms of how it was received. I knew a lot of people in a lot of businesses when THIIS launched and I was forever grateful for the backing that many of them gave THIIS in the early days – especially, as I have mentioned, they were paying good money to get it. I think people trusted me to carry the news and views in a sensible, impartial and non-sensational way. I tried very hard not to carry the ‘bad news’ stories, preferring to concentrate on the successes. People knew that they could tell me
going to be a great read when it was published. You can tell when you start to talk to someone whether they are going to be able to give you the content that will keep the readers reading. The industry has changed a good deal over the 20 years, but, it seems to me, what hasn’t changed is the importance of a magazine that informs, challenges, inspires and is a vehicle for companies to get a message out to the marketplace. I’m proud to have been a part of it.
something confidential and it wouldn’t appear on page three a few weeks later. I eventually produced around 200 monthly issues, before handing over the reins to Calvin who I believe has done a great job since then. It was time for me to move on but it took a while to getting used to not getting the interesting news story first! I would like to think that the magazine made a difference over the years and helped the industry to develop. A number of people were generous with their time and helped us produce some fascinating and really worthwhile stories. I always got a buzz out of interviewing someone and knowing that when we had finished it was THIIS Trade Magazine • Issue 235 • April 2018
THIIS
TRADE MAGAZINE
Providing news and views in the trade since 1999
Issue 235 April 2018
Time for a retail spring clean Providing news and views in the trade since 1999
Retailer discusses the importance of sprucing up the customer experience
Thiis April 2018.indd 1
48 | www.thiis.co.uk
MORE ABOUT…
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29/03/2018 12:48
OT perspective
BREAKING TABOOS How can you help your customers to live independently and confidently with stoma and catheter bags…
B
ack in July last year, I wrote about helping your clients to dress in a way that allows them to live independently and have a sense of identity. The main focus was on dementia patients, and today I want to tackle a slightly different angle – clothing that can help people with challenging conditions, particularly related to bowel-related issues. The aim here is to help manufacturers to provide the right products and services for the marketplace and point them to various resources that can help with that aim. STOMA AND CATHETER BAGS – NO LONGER TABOO? Clearly, bodily functions are pretty sensitive topics and can cause embarrassment, and as a consequence, for many years, stoma and catheter bags have been taboo topics. Thankfully, that’s changing, which means we can talk it through! Here are a few things to consider: • Let’s start with the obvious: most people don’t want their stoma and catheter bag to be obvious • However, the bags clearly need to be easily accessible, and able to expand as they fill • Any clothing that goes with either bag needs to consider bulging as the bag fills, as well
50 | www.thiis.co.uk
•
•
as ensuring that the drainage tube is not constricted when the client is sitting down or moving around Stomas are likely to need managing several times a day, which means that the clothing a client wears must be suited to that, whether it’s a case of wearing loose-fitting, easy to remove clothing, or a specific range of clothing for stoma wearers Clothing is not usually supplied by statutory services but clients may well be able to get alternative charitable funding for specialist clothes. Some local
Traditional colostomy bags are being reimagined as designers such as Brunel University graduate Stephanie Monty create more attractive alternatives, making the subject less taboo
education authorities have been known to help school pupils out with the cost of specific clothing, which can be helpful – the best way for your clients to get hold of that information is via their local authority or Citizens Advice Bureau DESIGNER STOMA BAGS? Traditional colostomy bags aren’t attractive and the impact they can have on a client’s self-esteem and self-consciousness is considerable. Thankfully, there are entrepreneurs in the marketplace working on solving this problem – take Stephanie Monty for example. Stephanie’s business, Ostique, is working to produce “designer” stoma bags, which turns the bag from something clinical to something far more subtle and aesthetically pleasing, after being inspired to do something by her father and brothers, all of whom suffer from Crohn’s disease. Here’s what Stephanie had to say about her project: “I took my inspiration from nice underwear and tattoo artwork. The aim was to come up with a product which isn’t an embarrassment. It can be worn for up to six hours for swimming, on the beach, in the gym or during intimacy. It must be sweat-proof, waterproof, leak-proof and even sun-creamproof.” If you want some more information on Stephanie’s project, visit www.ostique.co.uk and www. bowelcancerresearch.org RICHARD BRANSON, ADIDAS, FRUSTRATIONS AND OPPORTUNITIES Another story, which is very close to home for Promoting Independence, concerns Iolo Edwards, son of our commercial director Karen. Iolo was diagnosed with Acute Severe Ulcerative Colitis and had to have his bowel removed to save his life last April. Consequently, he now has to wear a stoma bag, initially wearing the traditional beige bags, which he grew to hate.
Richard Branson with Iola (permission given by photo owner, Karen Edwards)
Channelling his creative spirit, Iolo bought some black and white bags, decorating them with his favourite brands, like Ralph Lauren and Adidas. Like Stephanie, he’d turned something that can be damaging to wellbeing into something of a fashion accessory. This wasn’t Iolo’s only creative product idea, and he was fortunate enough to discuss his ideas with Richard Branson and Kate Winslet when he happened to meet them on a beach on holiday last summer. https://www.virgin.com/richardbranson/how-teenager-turningfrustrations-opportunities Iolo’s brush with Branson got him on the radar of Nicola Dames – the owner of Vanilla Blush clothing. Vanilla Blush makes clothing specifically for people with stoma bags, and Nicola was kind enough to
send Iolo some pants and swimming trunks with internal pockets for the bag, as well as some tight vests for smooth lines. Nicola’s products are available on prescription too, which shows how the NHS is moving with these trends – the products are for men, women and children, so if you want to find out more, visit vblush.com All of these stories show that brilliant, creative minds are at work to solve the problem of the stoma bags, and as a manufacturer or retailer in the industry, your challenge is to channel this entrepreneurial spirit to serve your market. If you want to talk to me about how you can best do this, please feel free to contact me directly at stuart@ promoting-independence.co.uk
Stuart Barrow of Promoting Independence is a member of the Royal College of Occupational Therapists and a recognised expert in the field of home adaptations. His experience is sought by manufacturers and service providers looking for an expert opinion. Stuart also runs the Occupational Therapy Adaptations Conference (OTAC).
www.thiis.co.uk | 51
20 years of THIIS
A TRIP DOWN MEMORY LANE The Homecare Industry Information Service (THIIS) is 20 years old in 2019! For the last two decades, THIIS has been keeping the trade in the know with the latest news, views, products and jobs in the industry. Over 2019, THIIS is looking back at some of the interesting, impressive or surprising stories featured in past issues that have shaped the industry into what it is today. A TRADE MAGAZINE IS BORN In April 1999, THIIS all started. Having seen trade magazines for the mobility, independent living and rehabilitation sector across the pond, industry veteran David Russell saw the opportunity to create the UK’s first trade magazine specifically for mobility. The rest, they say, is history.To find out the full story, turn to page 46 to hear the story from David.
A P R I L
1999 52 | www.thiis.co.uk
A P R I L
A P R I L
2010
2012
HANDICARE SCOOPS UP MINIVATOR
FLEXEL REFLECTS ON QUARTER OF A CENTURY IN THE INDUSTRY
Per Gunnar Borhaug, CEO of Handicare AS with Mike Lord, Managing Director of Minivator
Back in the 2010 issue of THIIS, a major acquisition featured as one of the key stories. Such was the importance of the acquisition that the Office of Fair Trading had to become involved and give Handicare’s acquisition of the Minivator Group its stamp of approval. The Minivator Group was formed in 2004, incorporating Minivator Limited, Minivator Germany, Minivator Shanghai, Sterling Stairlifts (America) and Companion Stairlifts. Following the purchase, Handicare changed Minivator Stairlifts brand name officially to Handicare in July of 2010.
“We never doubted that we would receive OFT approval, but it’s great to have it now so that we can start working together in earnest. This acquisition strengthens our position in the UK, broadens our product offering and will improve our sourcing capacity too. We are all looking forward to building on Minivator’s already strong foundations.” HANDICARE CEO PER GUNNAR BORHAUG IN APRIL 2010
Seven years ago, Northamptonshire-based Flexel Mobility was celebrating their own impressive anniversary, having first entered the industry in 1987. THIIS caught up with company founder & chairman Roger Bridge and his son, MD James Bridge, to find out how the company expanded from selling its tyre puncture proofing system becoming the UK’s leading specialist supplier of spares & accessories to the mobility market. Now carrying one of the most comprehensive stock of replacement tyres, solid tyres, batteries, castors, ramps and accessories and supplying retailers up and down the UK, Roger recounted that it was the introduction of scooters that proved to be a game-changer for Flexel, with the company being on the ground floor of the rapid scooter market expansion.
“I have to say that, at that time, the industry wasn’t overly professional. It was made up of a small network of companies supplying a limited number of showrooms. One of the things that drove the market was the introduction of the scooters which opened up a whole new market sector – selling to less abled people rather than disabled people.” ROGER BRIDGE IN APRIL 2012
The Flexel management team in 2012. From left to right, Tom Coyne (MD, Flexel Europe), Roger Bridge (Group Chairman), Matthew Proctor (Group FD), James Bridge (MD, Flexel UK), Sue Bridge (Group Director)
www.thiis.co.uk | 53
20 years of THIIS
A P R I L
2013
NRS SWAPS HANDS Mirroring the news of April 2019, in April 2013, THIIS covered the acquisition of NRS Healthcare by private equity investor LDC from multi-channel retailer Findel PLC for a gross consideration of £24 million. At the time, LDC confirmed that the buyout would enable NRS Healthcare to drive its organic growth through product portfolio expansion and accelerate the company’s acquisition strategy. For the financial year ending 30 March 2012, NRS Healthcare recorded annual revenues of £76.8 million. Fast forward six years and NRS Healthcare has substantially grown, with the company reporting an annual turnover of over £165million for the year ended 31st March 2018 – more than double 2013’s figures. Additionally, the organisation has been making headlines again after being acquired by private equity firm Graphite Capital – find out more on page 12.
A P R I L
2014 CALLING DR HILARY JONES…
David Elcocks, Lisa Wardley (MD) and Dr Hilary Jones outside the Repose factory)
“What attracted me to Repose was the diverse range of specialist seating which spans both the home market and health sector. We all understand the benefits associated with physiotherapy when rehabilitating a patient, but the reality is that often people only receive a small number of short sessions as part of their remedial care.” DR HILARY JONES IN APRIL 2014
54 | www.thiis.co.uk
In last month’s issue, THIIS interviewed specialist seating manufacturer Repose Furniture to find out more about the Birmingham business’ interesting development over the last two decades. Speaking with MD Lisa Wardley, she explained one of her proudest moments over the years was Dr Hilary Jones coming to work with the company. It was in THIIS’ April 2014 issue that the collaboration was made official to the trade, announcing that the famous television doctor had signed a 12-month contract with Repose. During his time with the company, the good doctor was involved in a number of campaigns and provided a range of literature featuring Repose products to healthcare professionals, including ‘How To’ guides on topics such as posture and pressure management.
WARWICKSHIRE’S WENMAN HEALTHCARE REFLECTS ON THREE DECADES IN THE MARKET One of the earliest players in the mobility retail market, Wenman Healthcare celebrated 30 years in the marketplace in THIIS’ 2015 issue. Founded by David Wenman and his wife June as Wenman Mobility, David became interested in what was at the time the fledgling mobility market when he came across wheelchairs whilst working for a company that produced small vehicles for postmen. He went on to work with Electric Mobility, helping to set up the first retailer network for the American company in the UK, as well as being a driving force behind the class 3 categorisation of mobility scooters before sadly passing away. The retailer has been situated at Debden Farm just outside the village
of Barford in Warwickshire for some years now and would be considered very much a ‘destination location’, with certainly no ‘passing trade’ thanks to quarter mile long, tree lined driveway and a showroom with fields of sheep and horses around it. Despite this idyllic but secluded locale, customers continue to visit the store, driven largely due to its strong local reputation and positive word of mouth.
A P R I L
2015 OTAC Events 2019 • OTAC Leeds
• OTAC Southampton
• OTAC Devon
• OTAC Newcastle
• OTAC Cambridge
• OTAC Kent
• OTAC Reading
• OTAC Cardiff
Wednesday 24th April
Who else wants their product in front of HUNDREDS of occupational therapists? OTAC is the UK’s only FREE occupational therapy and adaptations conference, giving retailers valuable opportunities to showcase their products, and OTs crucial knowledge of products that can make their clients’ lives better? To talk to us about exhibiting at OTAC, call us now on: 02921 900 401 or email karen@promoting-independence.co.uk
Wednesday 1th May
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www.thiis.co.uk | 55
www.otac.org.uk
20 years of THIIS
A P R I L
2016 A CLEAR COMMITMENT TO GEL BATTERIES
Arguably the most important component of a powered mobility device is the battery and in April 2016, THIIS reported how Clearwell Mobility took steps to improve the performance of the batteries it sold with a new supply agreement with Haze UK to replace its entire range of sealed lead acid batteries with Haze GEL batteries. Traditionally, GEL batteries cost considerably more than equivalent lead acid batteries, however, under the terms of the new supply agreement, Clearwell confirmed at the time that it had only raised its prices by an average of less than 10 percent.
“Battery performance continues to be a key dissatisfier for customers, particularly our more adventurous Motability users. As well as benefitting our customers, the new battery range will help us reduce our incidence of call outs and the associated costs.” DUNCAN GILLETT IN APRIL 2016
HOW MOBILITY MANUFACTURES CAN MAKE RETAILERS’ LIVES EASIER The mobility market is an increasingly competitive market, with retailers under increasing pressure to strike the balance between working ethically and remaining price competitive. In 2017, THIIS interviewed MDs of two mobility retailers to find out how manufacturers can help out their dealers. Chris Cox, MD of Cinque Ports Mobility, and John Payne, MD of Kent Mobility, both identified various areas where manufacturers can quickly and easily assist their retailers. Among the suggested improvements were more spares sent out on time and accurately; high-quality, detailed marketing and point of sale materials with advice for customers; and better signposting on manufacturers’ websites to local dealers.
A P R I L
2017
“Ultimately, manufacturers could make my life easier by helping make it easier for my customers to understand their products.” CHRIS COX IN APRIL 2017
56 | www.thiis.co.uk
Both directors stressed the need for marketing support and materials
THIIS trade magazine – delivering news and views to the retail trade for the past 20 years
THIIS Magazine subcribers 3300
THIIS digital page turner 916 viewers
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Monthly Touchpoints
THIIS email 18,900
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For more information on how you can get your products in front of the trade, call Joe on 07384 258372
www.thiis.co.uk
20 years of THIIS
A P R I L
CROWDFUNDING CAMPAIGN ENJOYS ASTONISHING SUCCESS Traditionally, raising equity means interacting with private equity firms to secure venture capital, however, with the growth of the internet, crowdfunding has become a viable alternative. Rather than speaking to a small organisation to secure a large sum of money, crowdfunding involves asking a large number of people to invest small amounts each. In April 2018, start-up SunTech UK, developer of the eFOLDi mobility scooter, closed their crowdfunding campaign which proved to be a runaway success. The company’s MD Sumi Wang had hoped to secure £350,000 for five percent equity of the company, however, the campaign ended up exceeding its original target by over 200 percent, having raised £1,146,200 from 773 investors. In addition to the substantial sum, SunTech UK also managed to gain the services of experienced accountant Ms Carolyn Tobin, who joined the company as a pro bono Financial Director.
2018
“Crowdfunding is great, especially if you have a good product. It’s much better and start-up friendly compared to traditional fundraising and it’s fun!” SUMI WANG IN APRIL 2018
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Retail partner opportunities... Apollo Healthcare Technologies Ltd, announce fantastic new retail partner opportunities. Our Business model ensures we only develop proven, strategically placed distributers and offer our best price possible to negate “price wars�. Contact us NOW on 01924 614567 with your expression of interest and we will arrange an appointment to discuss requirements further.
www.apollo-ht.co.uk sales@apollo-ht.co.uk
Head Office: Holme Street, Liversedge, West Yorkshire, WF15 6JF
UK healthcare equipment manufacturer
new to the market
LITHIUM-POWERED AUTOMATIC FOLDING SCOOTER UNVEILED TO THE MARKET Motion Healthcare has released its first automatic folding scooter to the market, offering dealers a lightweight, lithium-powered option for end-users.
A
mobility scooter that folds itself into a small, manageable shape in one smooth movement at the press of a button, the eDrive is designed to fit into almost any car boot in one piece. Users can remove the battery pack from the device when in the boot by sliding out the lithium battery pack to charge indoors, allowing the scooter to remain in the vehicle. Alternatively,
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an on-board charge socket allows users to charge the battery whilst it is still on board if users wish to store the device in the home. Despite its compact shape, the company says the eDrive offers users both comfort and stability with ample leg room, an upholstered seat with padded folding armrests, a 21-stone weight limit, large wheels, and impressive ground clearance.
Additionally, an adjustable tiller also allows users to set the height at the most convenient height, whilst a heavy-duty travel bag is included as standard. Interested dealers should contact 0800 011 6822 to find out more. www.motionhealthcare.co.uk
new to the market
SHOWER SEAT SOLUTION RANGE FOR ALL PROJECTS AND PRICES AKW has launched its new range of shower seats which it says will be able to provide a solution for every adaptation requirement and price point, thanks to the addition of its new entry level 1000 Series and improvements to its 3000 Series. In addition to the entry level option, the company has also upgraded its 3000 Series, with both ranges developed in consultation with OTs, end-users and installers, according to the company. The new 1000 and improved 3000 Series joins the accessibility solution provider’s 2000 and 4000 Series ranges, with the 1000 featuring a side transfer, 25 stone maximum weight and colour puffing options for users with visual impairments, as well as a padded backrest. The company’s improved 3000 Series shower seat offers users and installers a strong, durable chair, without the full specification of the 4000 Series, says AKW.
THESE SHOES WERE MADE FOR WALKING New 1000 Series
Improved 3000 Series
www.akw-ltd.co.uk
Even more carbon Loopwheels, the Nottinghamshire-based designer and manufacturer of vibration and shock absorbing wheels, has released a new iteration of its product, adding 12 percent more carbon to its vibration reducing springs. According to the company, the increased carbon delivers increased lateral stability, better cornering at speed, more control, more confidence, and a beautiful carbon finish for end-users. Gemma Pearce, Loopwheels Managing Director, said: “We have been listening to our customers who told us that they wanted a Loopwheel that performed better at speed and had a more technical appearance. That’s what we have been working on, by adding more carbon into our existing high-performance springs. We are delighted with the result.” www.loopwheels.com 62 | www.thiis.co.uk
Cosyfeet has launched its new Mambo shoe for swollen feet, incorporating a shock-absorbing Cushion Active footbed, which protects knee and ankle joints, as well as vulnerable feet. Made with a 6E width fitting as standard, the contemporary shoe has a flexible, lightweight sole that moves with the foot for enhanced comfort. The Mambo shoe also features cushioned lining and a removable footbed, which allows for extra depth, as well as accommodating bespoke orthotics if necessary. The Mambo comes with two fastening systems: a lace fastening that ensures the shoes can be adjusted for a perfect fit and a zip fastening that means they can be slipped on and off with ease. The shoe also has a deep, seam-free toe area that provides extra room for sensitive toes. The company says in tests by the University of Central Lancashire, its ‘Cushion Active Underfoot Comfort System’ was shown to deliver between 23 percent and 25 percent less impact shock to the lower leg than a selection of leading brand trainers on the market. www.cosyfeet.com
The TheBath BathMobile Mobile AAnew newproduct productfrom fromthe theOsprey OspreyGroup Group Lightweight Lightweightand andhard-wearing hard-wearingthe theBath BathMobile Mobileisisthe theperfect perfectaddition addition totoyour yourshowering showering&&toileting toiletingroutine. routine. • •100% 100%rust rustresistant resistantframe frame • •Infection Infectioncontrol controlcompliant compliant • •Quick Quickbuild buildwith withno noneed needfor fortools tools • •Easy Easyclean cleancomponents components • •Ideal Idealfor formulti multiuser usersituations situations • 20 • 20stone stonesafe safeworking workingload load
Availability Availabilityfrom fromMay May2019 2019 - -Join Jointhe thewait waitlist listtoday! today! sales@ospreyhealthcare.com sales@ospreyhealthcare.com- -01257 01257425 425623 623- -www.ospreyhealthcare.com www.ospreyhealthcare.com
new to the market
ABLE2 INTRODUCES A FIRST TO ITS ROLLATOR RANGE
eTrike new all terrain wheelchair from Mountain Trike
The power to go all-terrain
A
dding to its range of all-terrain wheelchairs, the Mountain Trike Company has launched the eTrike, a new, powered assist all terrain wheelchair designed for users that would like assistance to travel off-road and active users looking to go further, faster. The company says the new wheelchair is unique to the electric wheelchair market, providing users with three ways to propel the device – manually, by pushing its drive levers; power assist, by twisting the throttle; and hybrid, a combination of pushing the drive levers and twisting the throttle simultaneously. For existing Mountain Trike customers, the company has also made eTrike kits available, which can be retrofitted to Mountain Trike’s existing range. In addition to the power assist, the eTrike is fitted with hydraulic brakes, air suspension, and a throttle twist grip or thump lever which can power the eTrike up to 8mph, and direct steering enabling users to steer and drive with one or both arms. www.mountaintrike.com
The eKit fits to any standard Mountain Trike
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Able2, a national supplier to retail establishments, has introduced the Carlett Lett900 rollator solution, a rollator / trolley hybrid providing users what the company calls the best of both worlds – a sturdy yet maneuverable rollator that offers support to anyone who might struggle with walking stability whilst navigating the weekly shop. The first shopping trolley in the company’s range of over 10 rollators and walkers, the Carlett Lett900 trolley includes a 29-litre shopping basket capable of carrying a considerable amount of shopping, as well the lid doubling up as a handy seat for users to take the weight off their feet. Mark Diaj, Managing Director of Able2, commented: “In today’s world, customers are seeking out more modern solutions to help them live their day-to-day lives more easily. The design offered by Carlett is very much new to the market and we are proud to have the opportunity to act as the sole distributor for the Lett 900 in the UK.” www.able2.eu
ALL YOU WILL EVER NEED FROM A WHEELCHAIR
THE NEW VERSATILE
MODULAR COMFORT TILT IN SPACE WHEELCHAIRS
Incline - Paediatric
The wheelchair that sells itself COMFORTABLE ADJUSTABLE VERSATILE FUNCTIONAL MODULAR
Upto 45° Tilt In Space - Bariatric
☑ ☑ ☑ ☑ ☑
Upto 165° of Recline
Manual or Powered Wheelchairs All sizes from Paediatric to Bariatric A wheelchair that is as unique as your client!
Indoor / Outdoor - Power Qimova are currently seeking dealers and partners within the UK
To take advantage of these unique opportunities Email ashley@qimova.com or Call 01684 851979 or 07766463340 www.qimova.com
round-up
eBay turns attention to the mobility market
P
roviding a variety of solutions for people with mobility needs and disabilities, eBay has unveiled its new Independent Living Hub, including mobility products, daily living aids, incontinence products and orthotics. According to eBay, it saw 1.3 million shoppers in the medical and mobility category last year, with demand for mobility products seeing a 20 percent increase year-on-year, leading to the creation of the Independent Living Hub.
Featured sellers on eBay’s Independent Living hub currently includes BetterLife, Incontinence Shop, SLK Mobility, Argos and more. The new hub aims will aim to enable end-users to find everyday products that enhance their quality of life through a single platform, rather than the traditional retail route, joining
other large digital marketplaces such as Amazon in the independent living sector. Additionally, eBay plans to increase its product offering based on customers’ requirements over the next year.
NATIONAL MOBILITY RETAILER MORE THAN DOUBLES UP SIZE OF CHESHIRE STORE Ableworld has relocated its Congleton store 200 yards from its previous premises, doubling the size of the shop in the process, with the retailer now planning to introduce more ranges to shelves. According to the national mobility retailer, the Cheshire store has undergone new facelift and features a new layout aiming to deliver a much easier shopping experience for customers. Now occupying what was previously a Bargain Booze and a Post Office, the store includes ample free parking and is easy to reach says the company, with Store Manager Linda Laycock and Assistant Manager Mark Speake heading up the showroom.
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INTRODUCING 2 NEW INVENTIONS TO OUR MARKET... 3-IN-1 HEATER/ DEMISTER/COOLER The 3-in-1 heater/demister/cooler a must have for a mobility scooter with a canopy, it has an independent battery pack that can be taken in house for charging (thus not draining the scooter battery) ideal for people who feel the cold as well as demisting the canopy enabling all round vision, and during a hot spell just flick the switch and cool air comes out. Easy installed in 6 simple steps. UK PATENT NO 2508796
COMING SOON... THE BUMPER STOP A bumper fits onto existing bumper, when on impact the scooter stops immediately disabling the scooter from working until it is reset. This will stop the problem when the driver freezes or panics and is unable to release the throttle. We have all heard and seen accidents where this has happened. UK PATIENT APPLICATION NO 1820145.9
MARKS MOBILITY SERVICES AND REPAIRS LTD 52 SatchďŹ eld Crescent, Henbury, Bristol BS10 7BG Mon-Fri 10am-5pm
0117 9155 253
marie@marksmobility.co.uk www.marksmobility.co.uk
recruitment
Home Demonstrator
Mobility Showroom Manager
Full-time • Salary: Negotiable
BIRMINGHAM
Spring Chicken is a young, exciting start-up with the aim of making life easier and brighter for the ageing population and those with specific conditions such as Arthritis, Parkinson’s, Dementia and more.
of people. They will also be confident in assessing someone for the need for adaptations in their environment and be able to justify this effectively (training will be provided where necessary).
Founded in 2014, Spring Chicken has grown rapidly, developing an online Facebook community of over 270k followers and 70k email subscribers, who enjoy Spring Chicken humour and entertainment!
Responsibilities
Spring Chicken’s online store sells a variety of assistive aids and gadgets to support the challenges of daily living for those with conditions or those getting older, including high-value mobility products, such as powerchairs, riser/recline chairs, adjustable beds and more. Joining Spring Chicken gives you the opportunity to be a part of a fast-growing business, where no single day will be the same. As a start-up the role will be varied and at times you may be asked to support in other areas of the business, too!
What we’re looking for We’re looking for an ambitious, driven and personable Home Demonstrator to join our growing team. The primary responsibility of the Home Demonstrator will be to demonstrate our high value mobility products such as powerchairs, scooters, chairs and beds to our customers in their home. Our customers may be elderly or have a disability, so it is also the responsibility of the Home Demonstrator to assist them with finding the right solution for their needs. The right candidate will have a confident manner, be focussed on finding the best solution for our customers and be able to effectively communicate with a diverse range
• Demonstrating high value mobility products • Reporting on demonstrations (e.g. was the right solution found?) • Assisting the Sales & Marketing team as required • Candidates should possess the following • Excellent written and verbal communication skills • Strong interpersonal skills and a “Can do”/handson attitude • A desire to do things the right way and support our customers to the best of your ability • A full, clean driving licence
Required: An experienced Mobility Showroom Manager for our Birmingham Showroom. We are looking for someone with a strong managerial retail background, and ideally, experience in the mobility industry, to build on our success and become part of an ambitious team. You will be responsible for, and be part of, a customer-focused team. Salary on experience; £25K plus additional benefits included JOB DESCRIPTION:
Managing and motivating the team to achieve sales targets
Planning day to day operations and reviewing results
Managing showroom stocks, layouts, pricing, and promotions
Ensuring staff have the product knowledge to sell effectively and enhancing this knowledge as required through effective communication and training
Obtaining, interpreting and acting upon sales information
Working as part of a team on promotional campaigns
Marketing experience
Customer focused
Your development As part of an exciting and developing business, there are significant opportunities for you to progress with the business. You will learn the grass-roots of customer contact, in order to build your knowledge and understanding of the marketing and sales process. The successful candidate will be joining the team during a significant time of growth for the company and flexibility, adaptability, initiative and teamwork are key to the role. To apply, please send your CV and Cover Letter to Jason Littlefield at: cvs@springchicken.co.uk
SKILLS:
Leadership
Good numeracy and IT
Social Media Skills Commercial awareness Confidence, drive and enthusiasm
Eye for detail Good verbal and written communication skills People handling
To apply send in your CV for the attention of Julia Hughes julia@magbility.co.uk www.magbility.co.uk
Check the ‘Jobs On Offer’ section of the website for more opportunities Take a look at the recently added positions Regional Product Specialist Contracts/Bid Writer Manager Operations Manager Area Sales Manager Product Specialists
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trusted recruiter
UK Product Manager Midlands - £35k negotiable, depending on experience, plus commission structure Specialising in the design, manufacture and distribution of Mobility aids, power wheelchairs, seating and manual wheelchairs. Our client has a global presence with well over 50 years in the business. A unique opportunity has a risen for someone based in the midlands to join as part of their Manual wheelchair team. Managing their Manual wheelchair portfolio of products, including product launches, lifestyle of existing products, identifying growth opportunities, recommending pricing strategies, and supporting the UK sales team. You will be based in the West Midlands majority of the time and then spend on average two days on the field meeting with clients and the sales team. The ideal candidate will have good knowledge of Manual wheelchairs, come from a strong background of having sold Manual wheelchairs to the NHS wheelchair services or CES or loan stores: or have a proven track record of having sold manual wheelchairs. Salary of £35k negotiable, depending on experience, plus commission structure, company van, pension, life insurance, 25 days holiday plus bank holidays. Confidentially send a copy of your CV to Antony@ trustedrecruiter.co.uk including job reference 497 to discuss further.
Product Specialist South West: Surrey, Kent, Sussex and London - £35k- £45k depending on experience, plus commission structure Our client a part of a larger group of companies offers a specialist range of seating and positioning products. With a Worldwide presence this a unique opportunity. They are now seeking a Product Specialist to carry out assessments and demonstrations of their seating and positioning products across the South West. Providing assessments, handovers and reviews for clients alongside Occupational Therapists, Physio Therapists and healthcare professionals. You will be responsible for developing new opportunities within local authorities, social service loan stores, Child Development Centres, Special Schools and Private Nursing Home groups.
The candidate will ideally have experience of either having carrying out seating or other mobility product assessments. Those from backgrounds in Occupational Therapy, sports therapy or physiotherapy will also be considered. Anyone with experience of having worked with or in the NHS wheelchair services will be highly advantageous. Base Salary being offered is between £35k- £45k depending on experience, plus commission structure, company van, pension, life insurance, 25 days holiday plus 8 bank/public holidays. Confidentially send a copy of your CV to Antony@ trustedrecruiter.co.uk Including job reference 496 to discuss further.
Product Advisor Merseyside, Cheshire, North Wales and Shropshire - Salary £26k to £32k / OTE £45k-£50k Our client is a leading manufacturer of disability living aids with a global presence and having been established for over 30 years. Their products include seating, standing, walking, toileting, and bathing aids. They are currently seeking a Product Advisor to promote and sell their range of mobility/disability products. Dealing with the NHS, local authorities, Community and schools. This will also involve carrying out product training and demonstrations with Occupational therapists and physiotherapists. Mainly focusing on paediatrics. This is a great opportunity to work for one of the fastest growing companies in the sector. Candidates from background in sports science, occupational Therapy or physiotherapy will be considered. As will those who have sold mobility/disability related products into a Local Authorities and the NHS. Those with paediatric product experience will be highly advantageous. Salary of between £26k to £32k depending on experience, with an OTE of £45k-£50k, company van, phone, tablet, pension. You will be paid commission on every sale! Confidentially send a copy of your CV to Antony@ trustedrecruiter.co.uk Including job reference 495 to discuss further.
0333 0144 014 www.trustedrecruiter.co.uk www.thiis.co.uk | 69
diary dates April 17-18, 2019 Medtrade Spring - Las Vegas www.medtrade.com April 24, 2019 Weetwood Hall, Leeds - OTAC (Occupational Therapy Adaptations Conference) www.otac.org.uk or 02921 900402 April 31, 2019 Imperial Hotel, Torquay - OTAC (Occupational Therapy Adaptations Conference) www.otac.org.uk or 02921 900402 May 15-16, 2019 Med-Tech Innovation Expo 2019 – NEC, Birmingham www.med-techexpo.com May 16, 2019 Kidz to Adultz South – Farnborough International Centre www.kidzexhibitions.co.uk June 12, 2019 Hallmark Hotel, Cambridge - OTAC (Occupational Therapy Adaptations Conference) www.otac.org.uk or 02921 900402 June 17-18, 2019 COT Annual Conference – ICC Birmingham www.cotannualconference.org.uk June 26 - 27, 2019 Health+Care – Excel London www.healthpluscare.co.uk July 4, 2019 Kidz to Adultz Wales & West – Bristol www.kidzexhibitions.co.uk
training
Training Diary If you are providing training for the trade, then simply send us the details of the course, the date, any costs, the venue and the contact for booking places and we’ll include it in the Diary. Email info@ thiis.co.uk with any details you have. April Simple Stuff Works Associates - Special Seating a Masterclass w/ Sharon Sutherland – 4th April – Tamworth £285 + £79.82 VAT Electric Mobility – Engineer training for Electric Mobility retailers – 10th April - Ilminster, Somerset – FOC (only available for Electric Mobility retailers)
July 10, 2019 Hilton Hotel, Reading - OTAC (Occupational Therapy Adaptations Conference) www.otac.org.uk or 02921 900402
Jiraffe - Training for Life: One Day Technical Users Course – 30th April – Sheffield - £100 + VAT
July 15 - 17, 2019 Posture & Mobility Group Conference - Telford International Centre, Shropshire www.pmguk.co.uk
Disabled Living Foundation - Trusted Assessor: Assessing and Adapting the Home Level 4 - Wandsworth, London – 1st & 2nd May - £420
July 14, 2019 28th Disability Awareness Day – Walton Hall and Gardens in Warrington www.disabilityawarenessday.org.uk
Direct Healthcare Group – Seating Awareness Day – 21st May – Bournemouth – FOC
August 7 – 8, 2019 DLF Moving & Handling People - De Vere Beaumont Estate, Windsor SL4 2JJ www.training. dlf.org.uk/moving-and-handling-people-south-2019 September 11, 2019 Hilton Hotel, Southampton – OTAC (Occupational Therapy Adaptations Conference) www.otac.org.uk or 02921 900402 September 18-21, 2019 Rehacare – Dusseldorf www.rehacare.com September 18-19, 2019 The Emergency Services Show 2019 - NEC Birmingham www.emergencyuk.com October 9-10, 2019 The Care & Dementia Show – NEC Birmingham www.caredementiashow.com October 22, 2019 Hilton Hotel, Newcastle - OTAC (Occupational Therapy Adaptations Conference) www.otac.org.uk or 02921 900402
May
Disabled Living Foundation - Trusted Assessor: Assessing and Adapting the Home Level 4 - Warwick – 20th & 21st May - £420 Jiraffe - Jiraffe Equipment, Information and Training Session 1st May -Scotland, Motherwell – FOC Jiraffe - Jiraffe Equipment, Information and Training Session – 2nd May -Scotland, Motherwell – FOC
June Disabled Living Foundation - Trusted Assessor: Assessing and Adapting the Home Level 4 – Wandsworth, London – 5th & 6st June - £420 Electric Mobility – Engineer training for Electric Mobility retailers – 12th June - Ilminster, Somerset – FOC (only available for Electric Mobility retailers)
November 6, 2019 The Spa Hotel, Kent - OTAC (Occupational Therapy Adaptations Conference) www.otac.org.uk or 02921 900402
Contacts for bookings
December 4, 2019 St David’s Hotel, Cardiff - OTAC (Occupational Therapy Adaptations Conference) www.otac.org.uk or 02921 900402
Jiraffe – call +44 (0)114 285 3376 or email marketing@ jiraffe.org.uk
January 27–30, 2020 Arab Health - Dubai World Trade Centre www.arabhealthonline.com March 3-5, 2020 Medtrade Spring - Mandalay Bay Convention Centre, Las Vegas www.medtrade.com March 17 & 18, 2020 Naidex – NEC, Birmingham www.naidex.co.uk
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Electric Mobility – Call Rebecca Bateson on 01460 258158 or email rebecca.bateson@electricmobility.co.uk
Simple Stuff Works - Contact Simone McCarthy at Trainingadmin@simplestuffworks.co.uk or call 01827 307870 Direct Healthcare Group - marketing@ directhealthcaregroup.com or call +44 (0) 800 043 0881 Disabled Living Foundation - training@dlf.org.uk or call 020 7432 8010
LIGHTWEIGHT
PRESCRIPTION
POSITIONING
POWER
A COMPLETE RANGE MOBILITY SOLUTIONS KARMA MOBILITY LTD UNIT 6 TARGET PARK, REDDITCH, WORCESTERSHIRE B98 8YN T: 0845 630 3436 E: INFO@KARMAMOBILITY.CO.UK WWW.KARMAMOBILITY.CO.UK
TGA Zest Plus The perfect town companion for your customers
■ Superb suspension and pneumatic tyres ■ Split 33 a/h batteries ■ 23.5 stone weight limit
To enquire about adding the Zest Plus to your range
Call 01787 882 244
or email info@tgamobility.co.uk www.tgamobility.co.uk THS010419Z
The UK’s leading range of mobility products since 1985