THIIS May 2020 by THIIS

THIIS TRADE MAGAZINE • ISSUE 260 • MAY 2020

Also inside... Collab and conquer

ISSUE 260 MAY 2020

Pandemic and product portfolios

TRADE MAGAZINE

Exporting excellence

Providing news and views in the trade since 1999

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WELCOME

From the editor

Meet the THIIS team...

Working together to face the challenges to come… Across the UK, there is a real sense of working together to overcome the COVID-19 crisis. It is one of the few times in history where a problem has affected so many people collectively, prompting almost everyone to do their best to help one another. Ironically, during a time when everyone is largely having to stay apart, we have never been closer together. This is also the case for the mobility, access and independent living sector. Retailers are coming together to discuss mutual problems & share ideas, as well as assistive technologies services providers cooperating to ensure the health and social care system is not overwhelmed. It is a welcome sight and something that will likely continue into the future as the nation moves through the crisis and into what comes next. It is this ‘what comes next’ where there is still so much uncertainty. It is difficult to envisage what life after the strict lockdown looks like but towards the end of April, Scotland’s First Minister Nicola Sturgeon made it clear that a swift return to life as we knew it pre-pandemic is not on the cards. A loosening of the lockdown measures will hopefully come soon but, as she said, “social-distancing and limiting contact with others will be a fact of life for a long time to come.” Suggesting that this may be the case for the rest of the year and perhaps beyond, it seems the UK and the world is looking at a new reality. For mobility retailers, a concern will be what effect has this virus and the lockdown measure had the behaviours of elderly and disabled customers. In an industry that prides itself on helping give people

regain their freedom, what impact will a sustained self-isolation have in the long-term? In mid-March, weeks before the lockdown measures for the nation were introduced, Health and Social Care Secretary Matt Hancock advised those aged-70 and above, alongside those with severe underlying health issues, to self-isolate for up to four weeks. Notably, that was before the UK was in the eye of the storm and still had relatively low numbers of confirmed cases and hardly any deaths. It is not impossible to imagine that, in the event of a phased approach to lockdown easements, elderly and disabled people will be among the last to stop self-isolating. As the rest of the economy begins to return to some semblance of normality, there is a chance that mobility retailers may see its customers continuing to avoid leaving the home whilst simultaneously seeing critical government support for businesses begin to disappear. It is a potentially concerning scenario that the mobility sector may need to prepare for, impacting retailers and suppliers alike. It is why the sector will need to continue to cooperate and collaborate to ensure it can face whatever challenges the future holds together.

Editor Calvin Barnett 07741 641702 calvin@thiis.co.uk

Advertising Joe Fahy 07384 258 372 joe.fahy@bhtaengage.com

Sub-editor Sarah Sarsby sarah@thiis.co.uk

Stay up to date... @wwwthiiscouk facebook.com/THIIS.Magazine linkedin.com/company/ thiis-magazine

Calvin Barnett Editor

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.

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CONTENTS

Inside... 18

TRADE MAGAZINE

Features

Regulars

14 18

6 36

28 42 50 53

Trade talk with Cillian Brugha Collaborating to conquer the crisis The pandemic and product portfolios Trade talk with Duncan Gillett The passing of pioneers Excelling in exporting

46 48 54 56

News, deals and people Retailers’ choice: Accessories and power add-ons The OT’s Perspective Retailer Spotlight: Ableworld Let’s get it clear Retailers’ buyers guide to

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News, deals & people

A round-up of the key trade stories for business leaders to digest

‘Support finder’ to help signpost businesses A newly launched business ‘support finder’ tool from the government is aiming to help businesses across the UK quickly determine what specific financial support is available to them. Since the COVID-19 outbreak and subsequent lockdown to curb the spread, the government has rapidly introduced a raft of measures to help businesses across the UK survive. With so many support packages being announced, often without key details being released until days afterwards, busy business leaders have struggled to keep track of all financial assistance on offer. The new online ‘support finder’ platform asks business owners to fill out a simple online questionnaire which the government says will take only minutes to complete. Once filled out and submitted, the tool with direct the user to a list of all the financial support they may be eligible for, as well as next steps for taking advantage of the vitallyneeded aid. www.gov.uk/business-coronavirussupport-finder

Pledging PR power TGA Mobility has promised to continue supporting its trade network throughout the lockdown by remaining operational whilst also following government safety guidelines. The Suffolk-based mobility company has confirmed it is keeping its ordering, parts, warranty and servicing departments open throughout the COVID-19 pandemic, ensuring dealers can get hold of the products, spares and

ESS pushed back to 2021 In response to the coronavirus pandemic, the European Seating Symposium (ESS) will no longer take place on the 10th to 12th June 2020. The seating, wheeled mobility and assistive technologies symposium will now take place on the 16th to 18th June 2021 at Dublin’s Croke Park Stadium. According to the ESS Organisers Committee, the decision to move the event 2021 was reached having “exhausted all options for delivering the conference within 2020.”

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advice they need. In addition, the company has made its PR and marketing capabilities available to dealers to help generate local news on digital newspapers and to improve website content. Aiming to help retailers to be seen and heard throughout the crisis, TGA is offering to supply its latest professional photography, videos and written content to help achieve better Google ranking and more sales enquiries. Highlighting that the press is currently searching for ‘feel good’ stories which could include customers who have been helped during the crisis or staff who are volunteering, TGA confirmed both its marketing co-ordinator and PR officer are available to help with media engagement.

Social Distancing At Access BDD, we might be a little further apart, but we remain fully operational and available for our stairlift, home lift and platform lift partners. Stay healthy, stay safe! Learn more at accessbdd.com

NEWS, DEALS & PEOPLE

Handicare divests, Direct Healthcare Group expands Handicare Group AB is set to divest its Patient Handling operations in Europe and the Rest of World markets, excluding North America, to Direct Healthcare Group. The move comes as Handicare continues to streamline its business operations to focus on its stairlift business whilst Direct Healthcare Group pursues strategic growth in more European markets. According to Handicare, the transaction amounts to approximately €30 million (£26.2 million). Patient Handling Europe offers a wide range of transfer, repositioning and lifting aids and consists of 87 employees, turning over €27 million (£23.5 million) in 2019, corresponding to 11 per cent of Handicare’s total sales during the same period. According to Direct Healthcare Group, the purchase will significantly broaden its product offering, as well as adding direct sales teams in Sweden, Norway, Demark and the Netherlands to its ranks. Erik Østby, current EVP Patient Handling Europe & RoW, will continue to lead the commercial operations for the Patient Handling division. It follows Direct Healthcare Group’s purchase Swedish rehabilitation aids specialist GATE Rehab Development AB in March 2020 and is the company’s second acquisition since being bought by European private equity firm ArchiMed in December 2019. The deal is expected to close in May.

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MDR delay on the way The EU looks set to push back the deadline for implementation of the Medical Device Regulation which is scheduled to come into force on the 26th May 2020. Repealing the existing directives concerning medical devices, EU MDR came into force on the 25th May 2017 and saw all companies working with medical devices given three transition years to meet the new requirements. At the start of April, the European Commission quickly adopted a proposal to postpone the deadline

for one year to enable the industry to focus on the pandemic. On the 17th of April, a vote on the proposal was held by the European Parliament - 693 voted for the delay, two abstained and just one voted against. Before the delay is made official however, the proposal must be approved by the EU member states, as well as published in the Official Journal. According to the European Parliament, this is expected to come by the 26th May 2020.

New range launches to prevent falls Alerta Medical has released a new line of wireless fall prevention products designed to keep individuals safe within care home settings. The company’s Alerta Wall Point Receiver can be wirelessly paired with up to five Alerta wireless devices and is compatible with its Wireless Chair Alertamat, Wireless Bed Alertamat, Wireless Floor+ Alertamat, Wireless Deluxe Alertamat, Wireless Alerta Detect PIR Motion Sensor and the Wireless Nurse Call Button. The wall point receiver also uses radio frequency technology, connecting wirelessly with devices with a range of 95 metres. Once paired with Alerta devices, it will only transmit to those devices and not interfere with other Alerta Wall Point Receivers or devices in use nearby. In addition, all of Alerta’s Wireless Alertamat systems can function as a stand-alone unit independent of a nurse call system to provide localised alerts or connect to a nurse call system with centralised activation. The Scottish manufacturer confirmed it has stock available for next day delivery; attractive pricing for low quantity orders; and is able to provide marketing support, remote training and technical support.

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NEWS, DEALS & PEOPLE

Motability cancels all events Motability has cancelled its entire event programme for 2020 as social distancing looks set to become the new norm. In March, it announced it had cancelled two One Big Day events – Northern Ireland and Exeter – as well as postponing The Big Event, one of the largest showcases of cars, Wheelchair Accessible Vehicles, scooters and powered wheelchairs in the UK. In April, Motability went one step further and cancelled all remaining events for the year. One Big Day events in Harrogate (15 August 2020),

Peterborough (5 September 2020), and Edinburgh (19 September 2020) will now no longer take place, as well as The Big Event (3 & 4 July 2020). A statement released by Motability said: “With some degree of social distancing potentially remaining with us for the next few months, we believe cancelling the events for 2020 is the right thing to do.” With restrictions on large gatherings not likely to ease any time soon, many event organisers that opted to postpone rather than cancel may now face tough decisions to make going forward.

Rapid deployment beds for field hospitals rapidly designed From concept to production in a matter of days, Drive DeVilbiss Healthcare has launched its new Rapid Deployment (RD) bed range to meet the urgent demand in field hospitals and emergency community health settings. The RD bed is a fixed height, two-section profiling bed with a manually adjustable backrest that has been designed for ease and speed of assembly to meet the requirements of temporary hospital environments. Requiring no electrical power and no expert knowledge or specialist tools to assemble, the

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RD bed has quick-release head and footends and a lever to allow the backrest to be lowered quickly should CPR be required.

It comes in two models – one with and one without castors – and packages are also available from Drive DeVilbiss, including the RD bed with a foam mattress and an overbed table to quickly and easily furnish emergency medical care environments.

Bringing OT expertise to new role Paediatric posture specialist Jiraffe, the UK distribution division of Jenx, has strengthened its team with the appointment of Rachel Davis who joins the company as its new business development manager. Bringing a wealth of healthcare industry expertise to the role, Rachel’s previous experience includes three years working as an occupational therapist for the NHS after graduating from the University of Derby with a master’s degree in Occupational Therapy.

Following her time with the NHS, Rachel worked in training where she later progressed to a marketing role before joining Jiraffe earlier in the year. “I’m thrilled to have begun working at Jiraffe,” commented Rachel. “It is such a busy, proactive company and every day is different to the last.” “I was drawn to Jiraffe as they have a sense of authenticity at their core that can be quite hard to find,” commented Rachel. “Helping children truly is at the heart of their mission.”

NEWS, DEALS & PEOPLE

Concerns over coronavirus prioritisation An NHS letter to all Clinical Commissioning Groups and Councils advising of prioritisation measures within community health services has prompted industry experts to warn of the damaging long-term problems that may arise. The letter directed commissioners to stop work deemed medium and lower priority relating to ‘wheelchairs, orthotics and prosthetics and equipment’ for children and young people. CECOPS Chief Executive Brian Donnelly cautioned the knock-on effects such measures could have: “This is alarming; it goes completely in the face of the prevention agenda. What about safeguarding with regards to neglect? This could apply to 2-4 million people in the UK. “There is a fine line between medium risk and high risk. Interventions are made to prevent conditions worsening and escalating to admissions etc. What about falls prevention, pressure, posture? There needs to be a clear definition of what medium and low risk really means.”

The same guidance was issued for adults and older people. Sarah Clayton, CEO of Simple Stuff Works, added: “We urgently need to find alternative ways to support efficient, effective equipment provision if we are not to see a devastating deterioration in people’s health during this time. “The vulnerable nature of many

of the individuals we support means that as they will currently be shielding, they will not be able to access anything like traditional service models for some time – our fear is that their condition will deteriorate and we will see secondary complications and deaths as a result.”

Jetmarine enters administration Well-known for its lightweight, fibreglass ramps, Cheshire-based manufacturer Jetmarine Ltd has entered administration.

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A specialist in modular glassreinforced plastic access ramps for the home and outdoors, the company’s Access Made Easy

brand will be familiar to many in the trade. Founded in 1985, the Stockport ramp specialist went into administration on the 26th March 2020, just a couple of days after the government introduced lockdown measures to curb the spread of coronavirus. Mike Dillon and Katy McAndrew of Leonard Curtis have been appointed as joint administrators of Jetmarine. For further information, contact the Joint Administrators on 0161 831 9999 or email: recovery@ leonardcurtis.co.uk.

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Trade talk Q&A with Cillian Brugha, Managing Director of Easystart Ltd CONGRATULATIONS ON BECOMING MANAGING DIRECTOR OF EASYSTART “Thank you, I was very much looking forward to taking over as managing director at the start of the new financial year, a few weeks in, it hasn’t quite been the April/May we were all expecting. I relish the challenge of all aspects of business - being the one to drive the business forward is something I’ve always wanted to do. “I’m in an incredibly fortunate position that I’m taking over a business that is successful and has a huge amount of hard work from Trevor Horner and the other staff members already behind it. “Without Trevor’s hard work, all of us at Easystart wouldn’t have the jobs we have and the successful business to support us.” CAN YOU TELL US MORE ABOUT EASYSTART’S HISTORY? “Trevor started Easystart back in 1996. Before batteries, Trevor sold agricultural products after graduating agricultural college. He then took on a battery sales position, grew through the ranks until his employer had been bought out. “Deciding he wanted to work for himself rather than under the new owners, he started the company and the rest is history.” HOW HAS EASYSTART DEVELOPED AND GROWN OVER THE YEARS? “Initially, Trevor founded Easystart with some stock in his garage and a van to visit customers delivering batteries. “Today, Easystart distributes from its 20,000 sq. ft head office in Corby to everyone from local one-

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man-bands to original equipment manufacturers, National Rail, telecom companies and distributors across Europe. “In 24 years of battery distribution, Trevor has grown Easystart to become one of the largest independent battery distributors in the UK.” WHY HAS TREVOR DECIDED TO STEP DOWN AS THE COMPANY’S MD? “Trevor is stepping back from dayto-day running of Easystart to enjoy his retirement, to spend more time travelling and with his ever-growing family of grandchildren. “Stepping down as managing director will see Trevor take on the role as the company’s Chairman and he’ll continue to do what he’s always loved, which is getting out and seeing his customers as a representative of Easystart.” HOW DID YOU COME TO THE JOIN THE COMPANY? “I joined Easystart in January 2015, with already 18 months experience in the battery industry having worked on the operational side for another distributor. “Before that I had worked in sales and marketing roles for both London Irish Rugby Club and Reading Football Club, having graduated with a degree in marketing from Liverpool University.” CAN YOU TELL US MORE ABOUT YOUR JOURNEY TO MD WITHIN EASYSTART? “I started with Easystart as Sales and Marketing Manager. My primary role was to look after the

Cillian Brugha Haze customers buying standby and cyclic batteries but also to implement a marketing plan for the business, targeting specific markets such as mobility which has proved to be very successful over the years. “In April 2017, I took over as Sales Director when our previous Sales Director left to start his own business in the tools industry.” WHEN DID YOU OFFICIALLY TAKE OVER AS MD? “I took over as Managing Director on the 1st April, although the handover process has been ongoing since the start of the New Year with Trevor and I spending lots of time to discussing and evaluating all aspects of the business.” YOU’VE TAKEN OVER DURING AN UNPRECEDENTED PERIOD AS THE UK CONTINUES TO TACKLE THE CORONAVIRUS PANDEMIC. WHAT IMPACT HAS THE PANDEMIC HAD ON EASYSTART AND ITS OPERATIONS IN THE MOBILITY SECTOR? “Easystart as a company is still operating as many of our mobility customers supply care homes or have NHS contracts so the supply of batteries continues. “One issue we have found is that some of our customers have closed or are at a reduced capacity which is having an impact. We supply lots of batteries for critical power, backup and support power outside of mobility so we are a business that is still able to operate during the COVID-19 lockdown.” HOW HAS EASYSTART ADAPTED IN THE WAKE OF THE OUTBREAK AND WHAT SUPPORT IS IT

OFFERING TO MOBILITY CUSTOMERS? “We continue to offer our mobility customers the same level of service we always have done. Orders are being delivered either via our own transport or our couriers. There is also technical support on hand, should our customers need it during this time.” WITH MANY END-USERS NOT USING THEIR POWERED MOBILITY AIDS SUCH AS MOBILITY SCOOTERS AS MUCH, DO YOU ENVISAGE A RISE IN ISSUES CONCERNING BATTERIES WHEN THE LOCKDOWN IS LIFTED? “This is going to be an issue for most battery-operated machines, not just for mobility scooters. We would always advise that end-users

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keep their batteries fully charged when not in use. “If scooters and other mobility aids are left standing for a long period of time, then it is a good idea to fully charge the batteries once a month to keep them topped up.” WITH THIS IMPACTING CHINA FIRST, HAS THIS IMPACTED THE EASYSTART SUPPLY CHAIN OR DO YOU HAVE AVAILABLE STOCKS READY FOR WHEN THE MARKET PICKS UP? “The impact in China didn’t have much impact on us as our supplier has been operational since early March, therefore it’s had very little effect on us. “As a business, we carry a lot of stock to support our customers and are continuing to place and receive

orders from our suppliers during this time.” WHAT ARE YOUR LONG-TERM PLANS FOR EASYSTART ONCE THE CRISIS IS OVER? “My long-term plans for Easystart remain unchanged. I want the business to be as efficient as possible, to supply quality products and for us to offer our customers the very best service and support. “The Coronavirus will impact upon Easystart and our customers in different ways and we will adjust accordingly but efficiency, product quality and customer service remain the top priority for Easystart. www.easystartbatteries.co.uk

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Collaborating to conquer the crisis As COVID-19 spread across the UK throughout February and March, pressure on the healthcare sector started to mount. In a race to increase the capacity in hospital needed to deliver critical care for patients, the entire health and social care system felt the strain as difficulties began to arise across all aspects of healthcare. In March, major outsourced Community Equipment Services providers announced that they would form a working group, headed up the British Healthcare Trades Association (BHTA), to help coordinate their efforts and support one another during the crisis. Later that same month, Wheelchair Services providers announced a similar working group, with the same aims of assisting each other to ensure continuity of service for service users. Arguably two of the most competitive sectors in the mobility, access and independent living industry, the notion that companies such as Medequip, Millbrook Healthcare, NRS Healthcare would candidly share information and closely collaborate would have been inconceivable just a month previously.

Faced with the new reality of coronavirus, however, once strong competitors swiftly saw the growing problems occurring across the nation’s healthcare system and decided to put competition aside for the needs of the country. Andrew Stevenson, Chairman of the BHTA, has been instrumental in the creation of the working groups and stressed just how pivotal a role this joint-up approach has played in helping the health and social care system to cope. Chairing the various working groups, he praised the extraordinary commitment shown by the rival companies. “From day one, the different CES and WCS providers have shared information that would have been unthinkable,” he explained. “Companies have shared staffing levels concerning sick and shielding staff, stock and equipment availability and shortages. “It reflects just how committed they are to helping the NHS, local authorities and, importantly, service users, throughout the pandemic. Discussions have been open & friendly and if a company is struggling, there is a real willingness to try and help.”

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As the adage goes, a problem shared is a problem halved. Now, with the coronavirus crisis causing countless complex challenges that the health and social care sector must overcome, the need for companies to tackle problems together has never been greater. For assistive technology services providers, be it community equipment or wheelchairs and seating, this is all the more pressing as demand for equipment surges in the community. In response, rival companies in these ultra-competitive sectors are now working collaboratively, headed up by the British Healthcare Trades Association (BHTA), in ways never before seen in the sector.

BHTA Chairman Andrew Stevenson has praised the industry’s willingness to work together

This level of coordination has been indispensable as the crisis has developed and ever-greater challenges arise, requiring providers to move quickly to ensure the needs of the most vulnerable in society are met. COMMUNITY EQUIPMENT PREDICAMENT Discussing some of the problems confronting the providers of community equipment, Andrew acknowledged that returns were at the top of the list. “One of the biggest challenges facing CES providers is collections, as those with equipment do not want people, understandably, in their homes,” the BHTA Chairman pointed out. “Unfortunately, this is compounded by a greater need for community equipment as the NHS accelerates the discharge of patients from hospitals to free up

bed capacity.” Recently, NHS Trusts and local authorities across the country have issued appeals to those with unwanted and unneeded community equipment to return equipment and in April, Devon County Council warned of potential stock shortages for items such as commodes. Councillor Andrew Leadbetter, Devon County Council’s Cabinet Member for Adult Social Care and Health Services, said: “Coronavirus has caused a significant increase in the need for vital community equipment. If anyone has any of these items at home and no longer uses them, please can they get in touch, so that it can be reused to help those who are in need.” It is an issue the Community Equipment Services working group is looking to tackle head-on with a new national campaign designed to encourage people to return

As the impact of COVID-19 disrupts health and social care across the community, competitors are working together to help the country overcome

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The BHTA WCS working group has created a map for wheelchair users to find their nearest operational service

equipment. PPE supply is another issue that, like many healthcare providers across the UK, the working group has faced. “Availability of PPE is a national problem and is essential for Community Equipment Services providers to safely carry out work in individuals’ homes and care homes,” said Andrew. “Currently, the working group is looking at consolidating procurement of PPE, as well as of spares and equipment, to avoid issues of shortages and ensure continuity of support for the NHS and local authorities.” WHEELCHAIR SERVICES WORKING TOGETHER For the providers of Wheelchair Services, issues surrounding PPE and returns have also been on the agenda, however, the working group also faces its own unique challenges inherent to the nature of wheelchair provision. “For Wheelchair Services, users are more exposed when it comes to assessment and repairs because of the proximity needed to take

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measurements, ensure the correct fit and more. At the same time, some in-house services have been scaled back as staff have been redeployed across the NHS, leaving some geographical areas less covered,” explained Andrew. “This has meant some Wheelchair Service customers have potentially faced difficulties obtaining service and maintenance support which is a significant concern as wheelchairs play such a pivotal role in users’

lives. “The Wheelchair Services working group has committed to working with other Wheelchair Groups and regional in-house services to mitigate service users’ issues by combining their resources.” Emphasising that many of the challenges wheelchair services and wheelchair users are experiencing are replicated across the country, Andrew stressed that members of the Wheelchair Services group have

Community equipment providers are sharing vital information to help one another cope with the extraordinary pressures

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Wheelchair Services providers such as Millbrook Healthcare are working with rivals to help the NHS and service users

been and continue to work tirelessly to provide support wherever there are hot spots or shortfalls in services. In a bid to help wheelchair service users find the nearest service to them that is still operating and can provide support, the BHTA recently

launched an online, free-to-use map. “The working group is keen to support users that are just being issued with products for hospital discharge and for others whose conditions are changing and need to be assessed as part of their ongoing clinical needs,” added Andrew.

The crucial need to collaborate As demand surges across the healthcare supply chain for limited resources, the BHTA has been connecting its various sections and groups to coordinate efforts. Beyond establishing its CES and WCS working groups, the association says it has been putting these groups in contact with other companies and sections across its breadth of membership to help solve shared problems. According to Andrew, a key collaboration the trade association has formed is between its CES working group and its ‘Mattresses, Beds and Support Surfaces’ section. Consisting of some of the leading manufacturers of beds, mattresses and pressure care products, the section has access to materials needed to create vitally-needed PPE. Conversely,

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access to PPE is exactly what CES providers need. By connecting the two groups, manufacturers have adapted their production to create PPE to help support the efforts of the CES providers, ward off supply shortages and facilitate trade. “This crisis has reinforced the value of having a central body that can coordinate the wide spectrum of the healthcare equipment supply chain,” said Andrew. “Organisations can come together and speak through us with a combined voice, as well as discover new opportunities to trade that may not have been apparent at first. “During this time, it is the ability to come together that is crucial for helping the country to cope and companies to survive.”

EXPANDING THE SUPPORT NETWORK Alongside bringing Community Equipment Services provider and Wheelchair Services providers together, the BHTA also has plans to reach out across its wider membership of almost 500 companies to help relieve the strain on the healthcare system and support service users. “At the moment, we are looking at engaging with our mobility retail members to identify which ones are still open and which can support with the provision of equipment, assessments, repairs and more,” outlined Andrew. “Beyond that, we also want to involve major mobility manufacturers and suppliers to provide a clear picture of what parts, spares and resources are available to aid Wheelchair Service providers and retailers on the ground.” CONTINUING COOPERATION INTO THE FUTURE Proud of the speed and enthusiasm by which fierce competitors have come together for the greater good, Andrew highlighted that this level of cooperation will likely be needed beyond the outbreak as well. “Across the NHS and social care system, there has been somewhat of a freeze in relation to all the other aspects of healthcare provision,

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largely with people putting off receiving care and treatments because of coronavirus concerns,” forewarned Andrew. “It is important to remember that the nation’s healthcare needs have not disappeared; they are building up and there is now phenomenal latent demand across the entire health and social care system. “For providers of Wheelchair Services and Community Equipment Services, this means a tsunami of demand will likely come after the lockdown ends and to cope with that, companies will need to continue pulling together and supporting each other beyond the immediate COVID-19 crisis.” THE INDUSTRY’S FINEST HOUR Finishing, Andrew commended the efforts of the companies in the sector, calling the response to the crisis the “finest hour of the industry” as it continues to work collaboratively to overcome unparalleled problems. “To those companies involved in

making the working groups a reality and those companies that have readily taken up the challenge to move quickly, adapt and cooperate, the BHTA thanks you all for your exceptional efforts,” he concluded. “These companies have played an important role in helping to ensure that the NHS and social care sector have not been completely overwhelmed by this pandemic. Each individual involved in the industry is certainly among the nation’s unsung heroes and should take great pride when people stand on their doorsteps to applaud.”

“…companies will need to continue pulling together and supporting each other beyond the immediate COVID-19 crisis” ANDREW STEVENSON

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Last months Dealer Product of choice: The KYMCO Mini Comfort: Why not take another look at this best seller ? The KYMCO Mini Comfort mobility scooter has been designed to give you the very best in quality, transportability, maneuverability & to provide you with an incredible level of comfort & driving performance. ● ●

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THE POWER OF HYBRID

The pandemic and product portfolios Despite mobility, access and independent living being a niche sector, there is still a broad spectrum of products and services across the market. From big-ticket items such as rise and recline chairs, stairlifts, adjustable beds, mobility scooters and complex powerchairs through to smaller and lower-end products such as aids to daily living and continence care ranges, the sector has a wide array of products to meet the needs of customers. For all mobility retailers, this means making the decision of which products and brands to stock and sell. Deciding on which products to offer can vary depending on the company’s overall business strategy, goals and objectives. It could be a desire to distinguish themselves in the high-end segment of the mobility market, offering premium

products and more exclusive brands. For others, it may be a focus on a specific product category, such as stairlifts, to become known as the experts in the field. Alternatively, companies may opt to cast the net wide, offering a broad selection of products and services in a bid to become a one-stop-shop in attempt to meet the needs of all customers. Every strategy has its merits and disadvantages, with the choice being dependant on a range of factors, such as the size of the retail premises, the spending power of local customers and the retail business model. One element that no company would or could have factored into their strategy, however, was a global pandemic outbreak. In the wake of the crisis and an unprecedented fall in demand, it does raise the age-old question of broad versus core.

Finding out what’s up in the retailer WhatsApp Group Are you a mobility retailer and want to speak to other retailers across the country to discover if there are opportunities to give and receive support during these trying times? Darren explains how to get involved. “It’s been great to see some of the biggest names in the industry

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come together. If any other business would like to be part of this group, please send me a text or email with your name and name of your business and I’ll be more than happy to add you to the group. Either message me on 07568 574639 or email darren@ lifestyleandmobility.co.uk.”

With the coronavirus outbreak curtailing sales just ahead of the industry’s busier spring and summer trading season, big-ticket items such as mobility scooters may be off end-users’ shopping lists in the short-term. Despite demand sharply declining, however, it has not disappeared completely. THIIS spoke to mobility retailers to discover which products are still selling during the crisis and consider the benefits and disadvantages of having a diverse product portfolio.

BROAD BENEFITS A RISKY STRATEGY? For those who support the idea of a broad product offering, the risk of having all eggs in one basket is often cited as the key factor, arguing that an over-reliance on a limited range of products may leave a company vulnerable in the event of a fall in demand for core ranges. Of course, the unprecedented fall in demand witnessed as a result of the pandemic for key product ranges is extraordinary and hopefully temporarily, however, the pandemic does act as a stark reminder of what can happen when a core product range stops selling, leaving those that have chosen to specialise in that area with no fallback. SPREADING THE RISK The advantage of a broader and more diverse product range is that if the demand for one category falls, the impact can be mitigated by other products in different areas, reducing the overall impact. For some mobility retailers with broader portfolios, such as London’s largest mobility showroom Fortuna Mobility, this has been the case. Despite the outbreak and lockdown measures, the company has still been selling products such as PPE throughout the crisis. “Fortuna Mobility is a division of Fortuna Group London Ltd, a leading UK supplier of sundry products to the pharmacy sector,” explained Elaine Ferguson, Mobility Services Manager of Fortuna Mobility.

Is now the right time for retailers to review the retail product portfolios?

“Therefore, we have access to existing PPE products such as face masks, thermometers and gloves. However, in these unprecedented times, there have been huge problems with sourcing enough products from our pre-existing suppliers to meet demand. Our Product Development Team has scoured the world to find these and have also added specialist face masks, visors and disposable aprons to our range. We’re finding that across the group these products are selling out almost as quickly as we can obtain them. “The current situation highlights the importance of mobility retailers ensuring they provide a broad product offering. For us, being able to sell PPE to the public as well as to local authorities, adult care services, hospices, hospitals, care homes and domiciliary care agencies has allowed us to maintain our turnover while providing valuable resources to the community.” The same is true for other retailers in the sector, such as John Preston Healthcare promoting its ranges of

aprons, masks, gels and wipes to help meet the demand across the health and social care system. CROSS-SELL AND UPSELL Alongside reducing the dependence on a limited category of products, a broader range of mobility, access and independent living ranges offers the chance to introduce customers to complementary products. Having already done the hard work of getting a customer through the door, a broader range of products means more opportunity to offer more solutions to further meet a customer’s needs whilst also securing more sales. A company that prides itself on its varied offering is Herefordshirebased mobility retailer TPG DisableAids. Speaking with Managing Director Alastair Gibbs, he explained the value in his company’s product portfolio strategy: “We have taken the view that no target customer ever has an issue or a problem that can be resolved with just one product range. So, for example, if

“For us, being able to sell PPE to the public as well as to local authorities, adult care services, hospices, hospitals, care homes and domiciliary care agencies has allowed us to maintain our turnover while providing valuable resources to the community.” ELAINE FERGUSON

Retailers such as Fortuna Mobility are still enjoying sales across various product segments during the pandemic lockdown

someone struggles with the stairs and needs a stairlift, they almost certainly will struggle in other areas of daily living as well. “It may be that they will need help in to or out of bed, in and out of the bath, in and out of a comfortable chair, mobility indoors and outside, etc. “So our portfolio contains many of the elements to resolve these daily living problems in such a way that we can primarily crosssell alternatives but crucially be a ‘solutions provider’ rather than just a retailer.” According to Alastair, being able to suggest and supply complementary products that work alongside one another helps add value to its customers’ retail experience and provides a competitive advantage to the company. Importantly, Alastair also pointed out that broadening the services a company can offer customers is also a valuable means of being able to continuously engage with customers, building valuable loyalty. “Added to that we have always

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had the ability to not only provide and sell products, but to service, repair and install those products for as long as they are needed,” he continued. “It often amazes me that some retailers see the repair and service function as an annoyance that they would rather not have to deal with. Our view is that it is an opportunity to refresh our acquaintance with that customer and take the lead in observing any change in personal circumstances which may require further products from our portfolio.” The Herefordshire mobility company has also managed to continue steadily trading throughout the crisis, with its broader offering helping to cushion the blow from the fall in demand for powered mobility ranges. In particular, Alastair cites LOLER testing, rise and recline chairs and stairlifts as still having consistent demand despite the crisis, largely driven by local authorities investing in equipment designed to keep in the community and out of hospital. “Outdoor mobility may be down

for now but there are plenty of opportunities to continue to provide a service to our customer base in supplying what is required, where it is required and in a timely fashion,” he added. CORE COMPETENCY Undoubtedly, having a broad and diverse product offering has its advantages but it does not come without its own potential drawbacks that mobility retail leaders must consider before running off to add new product lines to the shelves. THE 80/20 RULE A concept many marketers and business leaders will be aware of, the 80/20 rule – also referred to as the Pareto principle – is the notion that a small proportion of an overall product range will account for a large percentage of total revenues. Discussing the impact of the pandemic on product demand with Duncan Gillett, MD of Clearwell Mobility, he explained that despite the company having a broad range of products, such as continence care,

Proud “

to support you during difficult times

People are being discharged from hospital to free up beds and are only being allowed to do so if there is sufficient support in place. As a consequence, we’ve had a great many enquiries and continue to undertake surveys daily. We’re being instructed by our local authority clients on quick turnarounds for similar reasons. We are able to do so as we have the reassurance of Handicare and its team supporting us the entire way. On behalf of myself and our teams at Easy Mobility, well done and thank you. John Jacobs, Director of Operations, Easy Mobility Services

”

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The products that a retailer showcases in store plays a large role in the overall retail experience. Too much stock can look like cluttered with core ranges struggling to shine, whilst too few products may not be able to meet the needs of customers

it is the larger motorised mobility ranges which account for up to 60 per cent of sales – a situation largely seen across the industry. Arguably, even if the products in that 80 per cent are still selling, it’s the core 20 per cent of a company’s offer that ultimately sustains a business. SPACE IS AT A PREMIUM A broader product offering also means stocking and showcasing more products and to do this means more space on shelves, in storerooms and in warehouses, as well as tying up more capital in stock. For many operating retailers in the sector who operate in relatively small high street facilities, shelf and floor space is at a premium. A company well-known for offering one of the widest range of products in-store in the sector is Ableworld, the UK’s largest mobility retailer. Importantly, the company’s entire retail model has been built around the idea of offering a comprehensive

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selection of products at competitive prices, leading the company to regularly opt for large stores over 3,000 sq. ft to accommodate its substantial portfolio. Speaking with the retailer’s Managing Director Mike Williams, he pointed out that for companies looking to focus on offering a wide selection of solutions, the companies need to be geared up to operate in such a way. “It’s something Ableworld has always done; it is the model we offer,” he explains. “I’m certainly hoping we don’t see this situation again in our lifetime so whether others change their model because of the crisis is yet to be seen. In the main, they would have to do it away from the high street and put a much larger stock investment into their stores.” LOW COST, LOW MARGIN, HIGH COMPETITION For those deciding to stock a broad range of products in this sector, such as lower cost aids to daily living or continence range, there is

the added pressure that along with taking up valuable space, these products generally tend to offer lower margins and come with lots of competition, particularly with the rise of the internet. These lower-cost items require less knowledge to sell and less commitment to buy, which means higher price sensitivity and fewer barriers to entry for competitors willing to sell cheaper. This means tightly and effectively managing costs becomes critical in order to remain competitive as price becomes the deciding factor between securing a sale or not. HIGH COSTS, HIGH MARGINS, HIGH BARRIERS TO ENTRY Alternatively, diversifying into product areas and services that can yield higher margins will likely have higher setup costs associated with entering that particular market. For example, a retailer specialising in powered mobility products that decides to expand into the installation and maintenance of stairlifts might be required to

invest in experienced engineers, stocking spares, adapting or buying in new IT systems, as well as the cost of acquiring customers from established competitors. Such high set-up costs to enter a new segment of the market can often be prohibitive for many companies and comes with its own degree of financial risk, should the venture not prove a success. THE CONCERN OF DI-WORSEIFICATION Deciding to make the move into a new area may end up taking valuable time, effort and resources away from the core business that the company may be best known for. The history books are filled with tales of companies that attempted to diversify, be it through setting up new ventures organically or buying into a market through acquisitions, only to fail to adapt to the needs and requirements of the market. Not only does the new venture fail but also the core business suffers, as well as potentially eroding the strong reputation a company may have built in a specific area. In the mobility retail sector, examples such as Rapid Solicitors’ ill-fated endeavour to secure a nationwide network of licensed mobility stores in 2011 stands as a stark reminder of the realities of diversifying away from the core business. BROAD OR CORE As is so often the case, there is no right or wrong strategy. For those with a desire to move into new areas, such as mobility stores interested in offering wet room conversions or stairlifts, but lacking the capital to invest into entering that segment of the market, the answer may lie in collaborations.

Which products and services are still enjoying high retail demand during the lockdown? Retailers shared their insights… LOLER TESTING There has been continued demand for testing of equipment as the NHS has focused on discharging people from hospitals and into the community. Alastair Gibbs, TPG DisableAids: “We have been kept busy completing LOLER thorough examinations and safety checks on hoisting equipment that we have on contract with local authorities and housing associations.” CONTINENCE CARE Several retailers, including Ableworld and Clearwell Mobility, reported seeing consistent sales of continence care products during the crisis. Mike Williams, Ableworld: “Despite the lockdown, our stairlifts are doing well and also the continence care products and riser recliner chairs.” STAIRLIFTS Alongside Ableworld, TPG DisableAids has also seen demand for stairlifts continue in the wake of the COVID-19 outbreak. Alastair Gibbs, TPG

POWER PARTNERSHIPS The industry is no stranger to cooperation that already happens widely across different segments, be it working with private occupational therapy practices such as Stuart Barrow’s Promoting Independence on joint assessments. Some suppliers of specific ranges also have operations designed to work with retailers on a referral and commission basis with

DisableAids: “We continue to install many stairlifts, again to prevent both accidents and emergency admissions.” PPE For those who stock or have managed to procure PPE, the demand remains high among those in the health and social care sector, as well as the general public. Elaine Ferguson, Fortuna Mobility: “Although we’ve seen a reduction in the sale of products in all categories, we’ve also experienced a huge demand in requests for PPE, and this demand continues to rise daily.” RISE AND RECLINE CHAIRS As Ableworld’s Mike Williams mentioned, rise and recline chairs have continued to enjoy demand, with TPG DisableAids also noting a similar trend. Alastair Gibbs, TPG DisableAids: “We have seen an upturn in requests for riser/ recliner chairs. This is clearly due to the significant increase in the time people are spending indoors, mainly watching TV.”

attractive rates, such as Handicare’s Companion arm. For dealers, this route offers the benefits of providing new revenue streams without the significant set up costs. Going beyond retailer/supplier relationships, however, the crisis has also given rise to mobility retailers looking at ways to work with other retailers to mutually support each other. Reflecting on the idea of working

www.thiis.co.uk / 33

As Ableworld’s Mike Williams points out, a comprehensive retail offering requires bigger showrooms

with others in the industry, TPG DisableAids Alastair said: “I am not suggesting this is a route for all mobility outlets to undertake themselves, but it might be a reason to form strategic alliances on a regional basis with other retailers or service companies that can work together to provide what the customer wants.” The idea of coming together throughout the crisis and working with others is also championed by Darren Macey, Business Development Manager of Lifestyle and Mobility. “It’s important that we all stick together and work together through this. Graham Johnson from Ability Plus and I have been in close communication since COVID-19 outbreak started,” he explained. “We set up a WhatsApp Group for all mobility retailers to join. It’s a place where all competitors are trying to help support each other

34 / www.thiis.co.uk

out at these tough times. “There have been discussions such as insurance pay-outs, how Motability can support us in the way of grants, furloughing staff, as well as general ideas on how we can all support each other as much such in regards to out of stock items, parts etc.” The coming together of retailers is an interesting step and one that may continue long after the pandemic is over as companies consider specialising in areas where they are strongest, lending support to retailers that may not have the same competency in that area and vice versa. Time remains to be seen whether the coronavirus will have a longterm impact on retailers’ product portfolio strategies but what the pandemic has given many retailers is the opportunity to stop and think if their current strategy is working for them.

As the industry comes out the other side of the crisis, however, a more collaborative approach across the entire retail sector may well be on the cards.

“…it might be a reason to form strategic alliances on a regional basis with other retailers or service companies that can work together…” ALASTAIR GIBBS

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RETAILERS’ CHOICE

Mobility scooter & wheelchair accessories 36 / www.thiis.co.uk

Wondering which wheelchair accessories and power add-ons are grabbing retailers’ attention? Each month, retailers in the mobility industry highlight one product that has stood out for them and why…

Annie Holland-Oakes Ferguson Marketing Manager of Recare

Retailer’s Choice: Klaxon Klick Electric Handbike range “What makes an exceptional power add-on device? Versatility. Klaxon Klick Electric handbike range offers just this, being compatible with both rigid and folding wheelchairs thanks to its patent approved KLICK Linking System. “This system allows the handbike to be connected by the individual independently, offering both a standard and tetra edition. Providing this means ultimate ease and speed to attach the handbike to either the fixed or folding wheelchair framework. Aiding the accommodation of strengths and overcoming weaknesses, there is a great chance that there is a suitable model in the range for most active wheelchair users. “The linking system connects to minimal components on the wheelchair itself, therefore not affecting the aesthetic or weight of the wheelchair when not attached to the handbike. Varying but ultimately small turning circles allows for greater manoeuvrability both indoor and outdoor as well. “Users do not have to be limited to one function, with the various handbike models attachable to the wheelchair at once; there have been many clients who have had more than one to offer various functions. With the option of the Hybrid handbike, users can maintain and build upper body strength gradually, with the additional power support available when the terrain or gradient makes it difficult to handcycle manually. “The Hybrid feature aids the user in overcoming increases in difficulty, boosting their capability and avoiding an active user losing motivation while being able to discover a range that previously wouldn’t have necessarily been possible. “With the Monster handbike, it adapts the user’s manual wheelchair to a powerful all-terrain device, with the large front wheel of the handbike coupled with the wheelchair front castors lifted off the ground to reduce the risk of getting stuck. Making previously inaccessible hurdles including beaches and varying terrain accessible again, this can be vital, especially if the user is an active outdoor individual.” www.recare.co.uk

Alastair Gibbs Managing Director of TPG DisableAids

Retailer’s Choice: Wheelchair Powerpack Solo from TGA Mobility “During the course of a year, we sell and deliver many manual wheelchairs that are all assessed and prescribed for the user of that chair. They are measured and positioned with great accuracy but many, especially in the geriatric age group, rely upon the carer or partner to push the chair and its occupant to the places they wish to visit. “When that carer or partner is young and fit, relatively speaking, the loading and unloading of the chair into a vehicle and pushing it along with the user on board is generally not a problem. “But when the carer is also of a certain age or is perhaps significantly smaller than the load to be propelled, then assistance is often required. “In these circumstances, we often recommend the Wheelchair Power Pack (WCPP) from TGA Mobility. Whilst there are a number of similar items on the market, we find the robust quality and range of options makes the WCPP stand out from the crowd. It is approved for use with many NHS issued chairs as well. “It is easily mounted and removed from the manual chair for transport in the car, but it is very stable whilst on the chair which gives it top marks for performance and range. Indeed, the range allows much broader horizons than could otherwise be achieved by the carer just manually pushing the chair.” www.tpg-disableaids.co.uk

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RETAILERS’ CHOICE

Ceri Dixon Marketing Manager of Ableworld

Retailer’s Choice: Ableworld Walking Stick Bag from Able2 “We are pleased we can often surprise customers in finding solutions to everyday problems they experience when using mobility equipment. A common question we get asked is “How do I carry things on my scooter?” “We stock a range of scooter accessories that can help but this month’s choice is our Ableworld crutch and walking stick bag. The bag attaches to the back of the seat and allows the user to carry walking sticks or crutches along with them in the side pockets, as well as having a handy storage bag for items of shopping and essential items. “A strong a durable solution with handy pockets and a high visibility strip makes it an ideal option to scooter users.” www.ableworld.co.uk

Retailer’s Choice: Permobil SmartDrive MX2+ with the PushTracker E2 Darren Macey Business Development Manager for Lifestyle & Mobility

“Our Retailer’s Choice for power add-ons is none other than the new Permobil SmartDrive MX2+ with the exciting new PushTracker E2. “The SmartDrive has been around for so many years, however, it has undergone a few changes over recent years – as with all great Permobil products, they are never complacent or standing still. “Some would ask, why redevelop a product when sales haven’t dropped off? The real reason is because Permobil want to continue to stay on top in the power add-on market, with their huge online presence in forums and social media groups. It’s so important that they continue to redevelop this product to give users new and exciting reasons to upgrade. “The SmartDrive PushTracker E2 was developed with the user in mind. Manual wheelchair users push their chairs thousands of times per day, which can lead to serious repetitive shoulder strain injuries. The SmartDrive MX2+ PushTracker E2 is literally one tap on the push rims and off they go! It also now comes with gesture activated controls and activity tracking technology. “The reason we love the SmartDrive so much is because it empowers customers’ active lifestyle and it supplements the energy that they would have normally used, allowing our customers to live more independently and have more energy for other daily activities. “This is why it is Lifestyle & Mobility’s Retailers Choice.” www.lifestyleandmobility.co.uk

38 / www.thiis.co.uk

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RETAILERS’ CHOICE

Karen Sheppard Managing Director of People First Mobility

Retailer’s Choice: Tobra Luxe Premium Scooter and Wheelchair Bag – Able2 “A brilliant new addition for mobility scooters and wheelchairs is the large Torba bags from Able2. The feedback has been amazing on them. They are tough, made from premium waterproof fabric, a good size and have lots of different pockets. The crutch or stick holders can be stored out the way if not needed. “The large main compartment has an extendable base that increases the capacity by 25 percent when needed, has an additional top pocket, an inner pocket in the main compartment, two side pockets and two front pockets making it an ideal companion when out and about for our customers. “This is a bag that has had a lot of thought into the features and has several that customers have asked for, such as large zip fobs that are easy to grip and reflective piping.” www.peoplefirstmobility.co.uk

Elaine Ferguson Mobility Services Manager of Fortuna Mobility

Retailer’s Choice: Able 2 Splash Wheelchair Bag “While wheelchairs have always been one of Fortuna’s biggest sellers, the accessories – especially bags – have grown in popularity. I’ve found that even if a customer doesn’t purchase a bag when buying a wheelchair, they nearly always return and ask for one. “The Able 2 Splash Wheelchair Bag is one I constantly recommend because it’s strong, durable, and fits most wheelchairs. It’s available in black or grey, and has one main large compartment, which our customers say is preferable to lots of pockets and zips. “Everyone finds it easy to simply place everything they wish to take out inside the bag, fasten it, and then when it comes to retrieving items they don’t have to search through numerous pouches. Meanwhile the small front zipped pocket is handy to transport coins, keys or tissues, and the two side net pockets are perfect for holding a drinks bottle. Another plus is the reflective safety strip which gives the wheelchair user added security. “I always have positive feedback about this bag. Many of those that have purchased one report that it helps to remove some of the stress associated with wheelchair use, while carers also speak about it in glowing terms. It’s great that the bag appeals to everyone, and I’m in no doubt that it will continue to sell well in the future.” www.fortunamobility.com

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Visit us at www.hdd-ltd.com @HDDltd

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Trade talk Q&A with Duncan Gillett, Managing Director of Clearwell Mobility WITH THE POSSIBILITY OF A PHASED EASEMENT OF LOCKDOWN MEASURES ON THE CARDS, DO YOU FEEL THE MOBILITY RETAIL SECTOR SHOULD BE AMONG THE FIRST BUSINESSES GIVEN THE GOAHEAD TO RE-OPEN? “Absolutely and I feel strongly that we should have been amongst the exempted retail businesses from the start. “When you look at the list of exempted businesses, it is astonishing that our sector is considered less important than bike shops and DIY sheds. I don’t blame those devising the rules in government – mobility retail is a small sector and its easily overlooked. At times like these, the industry needs to come together. “We need a singular voice and that voice needs to be loud and clear that we must be allowed to open. The only industry voice we have is the BHTA and I would urge those at the top of the BHTA to actually engage with government on this crucial matter. “If there was ever a time for an industry body to demonstrate its worth, it’s now – the future of hundreds of smaller retailers depends on it. I would urge all members to write to the BHTA and express their frustration at the current situation.” HOW IMPORTANT IS IT THAT MOBILITY RETAILERS ARE ALLOWED TO OPEN AND TRADE FROM THEIR PHYSICAL SHOWROOMS FOR THE SECTOR AND FOR CUSTOMERS? “The in-store assessment process is critical when selling most of

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our motorised equipment. These products need to be tailored to the person and their disability. Most dealers will operate a combination of showroom assessments and home assessments but the showroom assessments are normally better for the customer as they allow a greater range of equipment to be tried. “The temporary closure of our showrooms has led to a dramatic fall in sales of the larger motorised equipment. In common with most retailers, these products make up about 60 per cent of sales. “The frustration is that it is relatively easy for us to put in place precautions such as practising social distancing between staff and customers, limiting the numbers entering the showroom and thoroughly cleaning as we go which greatly reduce the risk of transmission. These were working well prior to the restrictions coming in. “Even for the smaller products, our customers still appreciate being able to try the products and get advice from staff. Disposing of packaging and assembling products is also an issue for most customers.” FOR ITEMS SUCH AS WHEELCHAIRS AND SCOOTERS WHICH MAY REQUIRE A DEGREE OF ASSESSMENT, DO YOU THINK THE INDUSTRY CAN EFFECTIVELY PROVIDE THESE PRODUCTS TO CUSTOMERS OVER THE PHONE OR INTERNET? “Yes for simpler, occasional use equipment, it is possible. However, it is likely to be far from optimal and won’t be adjusted for the customer. As a responsible retailer, we don’t sell larger motorised equipment

Duncan Gillett After weeks of self-isolation, social distancing and temporary closures, many retailers in the industry are looking ahead to what comes next. Despite no confirmed exit strategy being announced by the government, the notion of a phased return to some semblance of normality has been floated. After some confusion regarding whether mobility showrooms could remain open at the start of the lockdown, THIIS spoke with Duncan Gillett, Managing Director of South East-based multi-store retailer Clearwell Mobility, to get his take on what should happen next in the mobility retail sector, alongside some of the current issues facing retailers.

over the internet and always take any enquiries generated and convert to an in-store assessment or a home assessment. “We don’t plan to change that during the current crisis.” DO YOU BELIEVE THAT MOBILITY RETAIL HAS BEEN OVERLOOKED WHEN THE GOVERNMENT IDENTIFIED WHICH RETAIL SECTORS TO GRANT AN EXEMPTION FOR BEING ESSENTIAL? “The sector is still relatively small when compared to other types of retail and therefore easily ignored. It was particularly frustrating to see a blanket exemption for ‘health shops’ when the restrictions were announced, only to find that this was dropped once the official, more detailed list was announced. “This indicates a lack of an effective voice for the industry when

these regulations are being decided. “I don’t think that we have been deliberately targeted as needing to close, it’s just that those making the decision in government haven’t been reminded of the importance of our products to the safety of our customers and to enable hospital discharges for the elderly.” WHAT EFFECT DO YOU THINK A PROLONGED CLOSURE OF PHYSICAL MOBILITY RETAIL STORES MAY HAVE ON THE MOBILITY RETAIL SECTOR? “This depends on how you define ‘prolonged’. Most well capitalised businesses will have sufficient headroom with government support to get through at least three months without trading. “If prolonged is six months or more, I think there will be a significant number of businesses permanently closing their doors. “The government support that has been announced – retail grants, staff furloughing and CBILS – are all going to be important to the survival of businesses but these will only support businesses for so long when the bills for rent, service charges, utilities, security, insurance etc all keep coming in. “The unravelling of trade creditors as sales fall will be one of

the biggest cash outflows for most retailers over the coming weeks. The risk of significant non-payment of invoices for stock which now can’t be sold is very real and this may in turn lead to a cash squeeze amongst suppliers to the retail sector – especially as they have stocked up ahead of the normally busy spring season. “Refunds of customer deposits will also be a significant cash outflow for most retailers. Deposits taken for chairs and beds where the supplier has closed places retailers in an invidious position.” WHAT IS THE IMPACT OF SUPPLIER CLOSURES FOR RETAILERS IN THE SECTOR AND FOR END-USERS? “In some cases, customers may wait but most will request refunds of their deposits when you can’t even give them an idea of a delivery date. “The closure of many of our suppliers has been a point of huge disappointment to me and I am sure this is felt across the industry.

For some major suppliers to close altogether and not provide any technical or parts support shows a callous disregard for our customers. “Where products stop working and these are critical to the safety and comfort of our customers, we need to move quickly to support them, particularly during the current crisis. To then find that some of our suppliers have simply turned the lights out and gone home is appalling. “Similarly, the decision to close furniture factories under the guise of the government lockdown is totally disingenuous. The UK Government have directed that non-essential retail and hospitality businesses close – they are positively encouraging factories to remain open. Sadly, the lack of support from many of our suppliers is frustrating our ability to do the right thing and support our customers through this crisis.” clearwellmobility.co.uk

Established 15 years ago by husband and wife team Duncan and Natasha Gillett, Clearwell Mobility has grown from a single shop in Brighton to one of the UK’s leading mobility retailers with a network of 12 stores, employing 80 people and with an annual turnover of £5.3million.

Trade Thoughts Coronavirus: What will be the long-term impact of the COVID-19 pandemic on the mobility market? With such uncertainty on a day-to-day basis, considering what will happen tomorrow is tough enough, let alone in the years to come. Five mobility retailers, however, have shared their thoughts on what the long-term impact of the coronavirus pandemic may be on the sector.

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Dominic Goldsmith

Mike Williams

Director of Style Mobility

Managing Director of Ableworld

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“It all depends on the individual attitude and drive of the person leading the company and I can only comment fairly on my own opinions and attitude to the crisis. “I always try my very best to look at things in a positive light, as a true sales director it’s the only way! I will explain as follows… • The majority of our customers rely on benefits or a pension and this won’t stop. They also will accumulate this money and will absolutely make the most of it when this is over • We will not miss the whole season, be proactive. If you need it or want it, go out and get it! Markets, shopping malls, leaflet dropping, online, the list is endless! • Everyone is in the same boat! Your competition can’t work either! • Take advantage of the grants available to help you, including holidays from creditors • Reassure your team, do the best for them to ensure they are there when you can re-open “Either that or quite frankly, sit there in your own self-pity and do nothing! “Living on the East Coast, I walked to a park the other day for my daily exercise with my family and saw a naval memorial with around 4000 names of young men that went to sea from our town and never returned during the six-year conflict; young lads that were never to see their families again! All we have to do is stay at home for a bit!”

”

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“The whole country will change in various ways. A lot of companies have closed their doors and I presume some of them will close forever with this pandemic being the final straw of many other issues for them (not just in our industry). “Everyone has learnt lessons so will alter some of their practices. As well as amending practices and ensuring we are flexible in our approach to supporting communities, it has highlighted some issues to us and how we can amend them in future, along with cutting future costs. Our FD reminded me that’s its times like these when you know who your friends are, inside and outside your company. “All businesses will have thoughts on the future cashflow. We mostly have not used borrowing to fund our business, apart from one mortgage / property loan. Yes, a relationship with the bank to ensure funds were available if the snow came down etc. Most businesses will need funding in these times and may not be able to even think of better funding for a while whilst re-paying “coronavirus loans” whilst others will link up to VCs to give them the cash to carry on. I think you can plan for everyday business challenges but I’m sure most won’t plan for a repeat of present times. “In the main though, the retailers that were changing the industry will carry on doing so which will create a more professional overall industry.”

”

Elaine Ferguson

Alastair Gibbs

Karen Sheppard

Mobility Services Manager of Fortuna Mobility

Managing Director of TPG DisableAids

Managing Director of People First Mobility

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“In the short term, traditional mobility sales have seen and will continue to see a decline as a result of the pandemic and lockdown. This decline will undoubtedly mean we’ll see a reduction in the number of mobility retailers in the marketplace and the ones that survive will tend to be larger operations. “Retailers who want to ensure success for the future need to be able and willing to adapt quickly. Therefore, they should turn their focus to cash liquidity in order to diversify their range of products and expertise in other areas - like some of the innovative and transforming technology that is now available in our marketplace. Additionally, they could look at disposable Personal Protective Equipment (PPE) and other health related products like thermometers. This will assist with the pressure on care homes and families. Contactless deliveries and remote consultations and assessments are an obvious addition to our services. “We all know internet sales have been increasing, even pre-pandemic, and I’m sure this will continue. Although the internet provides an easy fix to a lot of basic problems, it does not solve the problems for a large segment of our customer base with more complex needs who are now more at risk than ever. Mobility retailers who are specialists in products and services that focus on pressure relief, posture and positioning will be very much in demand in the months and years ahead.”

”

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“In these really difficult times, with significant levels of people struck down by the COVID-19 virus and, tragically, many of our target market hit harder than most due to their vulnerability, there is no doubt that an impact will be felt on the future of the mobility industry. “My thoughts are that having spent such a long time in isolation mode, many will value the ability to socially gather and network with others far higher than previously. To anyone with a mobility impairment, that is likely to heighten their resolve to get mobile and integrate sooner rather than later. For that reason, I believe the personal mobility market will bounce back stronger than ever and it is then down to the ability of the individual business to make the most of that refreshed marketplace. “Selling the dream of independence, mobility and social wellbeing will be as soft as it has ever been; it is going to be the time when regulations made need to be addressed or at the very least a promotion of ethical organisations that adhere to the correct assessment processes such as BHTA to avoid exploitation by those that will see it as a soft touch.”

”

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“The actual impacts of COVID-19 are an unknown and I don’t think anyone can predict what will happen. I don’t think mobility will be the same for a while but nowhere will. “No income, most customers on self-isolation for 12 weeks and for those in holiday towns, holiday parks closed, entertainment venues closed. Will the towns ever recover? Many businesses will shut, some that do reopen will be in so much debt that further closures will occur. “Business Insurance that includes business interruption, including for a virus within 20 miles of your store, will be a huge blow for many who have been told the insurance will not cover the pandemic. Why should we have the protection of insurance for providers to just release a statement after the event to say ‘no, you are not covered’. “In a couple of years, there will be claims like PPI where they will say, ‘did your insurer not pay out during the COVID 19 pandemic, claim now’. “Those who are strong enough to survive now will still have a long way to go to recover as social distancing may be in place for many months yet. How will that work when demonstrating a scooter?”

”

Do you have a trade thought you would like to share with the industry? Get in contact with Calvin Barnett at calvin@thiis.co.uk to become involved

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THE OT’S PERSPECTIVE

The OT’s Perspective How a specialist occupational therapist can help you with wheelchair assessments By Stuart Barrow

As an occupational therapist, I look at mobility in detail and assist my clients to overcome physical barriers within their home environment. I rarely become involved with wheelchair provision as often my clients already have wheelchairs and I am asked to achieve an environment where a client can maximise their independence at home with the use of a wheelchair. However, over the years, I’ve learnt first-hand just how important wheelchair assessments are, and in order to help the community with this, I’ve decided to ask wheelchair

Stuart Barrow of Promoting Independence is a member of the British Association of Occupational Therapists panel and a recognised contributor in the field of home adaptations. He also runs the popular Occupational Therapy Adaptations Conference

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expert and occupational therapist John Fitzpatrick for his professional opinion on wheelchair prescription, as well as the key things retailers and manufacturers should consider when working with their clients. John is Director of Silver Fern Therapy and has exhibited with us at the Occupational Therapy Adaptations Conference (OTAC), and he really knows his stuff. Here are my questions, and his hugely helpful answers: STUART: WHY IS A WHEELCHAIR PRESCRIPTION SO IMPORTANT? JOHN: “An appropriately prescribed wheelchair will increase function and enable the user to mobilise in the most efficient way possible. It will also minimise the chance of further disability – whether that be soft tissue overuse injury, muscle shortening, or pressure ulcers. “Not everything is possible when it comes to wheelchair prescription, but having our clinical input often means the best possible compromise can be reached.” STUART: WHAT PROCESS SHOULD ASSESSORS GO THROUGH WHEN PRESCRIBING A WHEELCHAIR? JOHN: “We use a six-step process when it comes to wheelchair prescription:

An interview with wheelchair expert and OT John Fitzpatrick to discover the ins and outs of wheelchair assessments and prescriptions

1. REFERRAL. We accept referrals from anyone, and once we’ve received one, we contact the client to make arrangements for an assessment, which is usually in the form of a visit. 2. ASSESSMENT. An assessment is crucial – no recommendation can be made without a full evaluation of the client’s needs. 3. TRIAL. Following the assessment, we’ll have an idea of the right type of equipment, but an adequate trial is vital to ensure that the equipment will stand the test of time – generally we’ll have most trial equipment in stock, but if necessary, we can order more from a retailer or manufacturer. 4. PRESCRIPTION. We’ll gather all the data from the referral, the assessment and the trial, and prescribe a wheelchair that meets the needs of the client. 5. DELIVERY. The retailer delivers to us, allowing us to make any necessary adjustments, and then we’ll do a full handover with the client. 6. REVIEW. This is an important part of our process. We recommend a six-week review, because by this point, the client will be used to the new equipment and any necessary tweaks will be obvious. Ideally,

you’ll also do a six-month review, particularly for children or clients with a changing presentation.” STUART: WHAT ARE THE MOST IMPORTANT THINGS TO ASSESS? JOHN: “Broadly speaking, the assessment can be divided into two parts: assessment of the client themselves, and assessment of the environment. “We’ll take into account the client’s medical history – this allows the therapist to see how the past how shaped who the client is today, and how their history will influence their future. “The physical assessment is clearly vital – a clear knowledge of their anatomy and physiology is important. Getting the right right-sized wheelchair needs very accurate measurements and in order to achieve those, it’s best to see a client sat on a flat surface; this helps us to see how clients sit without postural support. “Support is then added where necessary, helping to determine where support will need to be positioned on the new equipment – our vans all have mobile therapy

tables for this reason. “In terms of environmental assessments, it’s very much similar to what adaptations specialists do. “Clearly, there’s no point recommending a 30” wide wheelchair for a home with doorwidths of 27”, and there are dozens of examples of limitations within a home which need to be accounted for when prescribing equipment. “Equally, it’s important to also consider other environments – social situations, workplaces and other frequently attended areas.” STUART: WHAT PROCESS DO YOU GO THROUGH WHEN PRESCRIBING A WHEELCHAIR? JOHN: “Before prescribing anything, all of the relevant information gathered during the assessment process needs to be collated. “Once it has been collated, a recommendation can be made; but it’s important that the product is trialled adequately before any purchase is agreed.” STUART: HOW DO YOU FIT A WHEELCHAIR? JOHN: “We know that the first few

days of a new wheelchair are vital – if a client can adapt to it quickly, then it’s done its job; if it’s not right, and they don’t use it, then that’s bad news. “As a result, we always ask retailers to deliver wheelchairs to us; that way we can make any adjustments needed, and - crucially - complete a detailed handover that ensures that the client is comfortable. “We’ll regularly check back in, and will make further adjustments as needed as the client gets used to the product.” STUART: HOW CAN YOU HELP PEOPLE, AND HOW CAN THEY GET HOLD OF YOU? JOHN: “Silver Fern Therapy provides wheelchair assessments and expert witness services on all aspects of wheelchair provision, as well as locum occupational therapy. “If you’d like to talk to us about any of the above, you an email us at info@silverferntherapy.co.uk or give us a call on 02921 660346. During the coronavirus crisis, please rest assured that we are still available.”

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RETAILER SPOTLIGHT

Ableworld’s autumn ambitions The company, which has continued to trade from its showrooms since the lockdown measures were introduced after receiving backing from government officials, has also been busy mapping out its expansion plans. A key element to Ableworld’s strategy will be the launch of at least three new stores by autumn 2020. Aiming to bolster its presence on the South Coast, Ableworld plans to open a new 3,000+ sq. ft outlet in Blackfield on the edge of the New Forest and next to a Tesco Express. The new store will be opened by the present business partner of Ableworld, JCS Southern Ltd, wholly owned by Jeff and Steven Newman. Acknowledging that times are more difficult at present, the pair

stressed that they have built “very strong foundations” in the area and are ready to build on seven years of sustained growth. Beyond the Blackfield site, Jeff and Steven will set their sights north of their present stores, looking to the Portsmouth and Fareham areas. In addition to ambitions in the South, the company’s business partner in the North West, Barry Pearson, also has plans to increase his store portfolio in the region. With five stores to his name already, located just above Ableworld’s main base, Barry’s sixth store will open in Hyde, North Manchester. Situated on a retail park next to B&M and The Food Warehouse, owned by the Iceland group, the

Undeterred by the impacts of the coronavirus on the sector, the UK’s largest mobility retailer is planning to expand its network across by autumn with new operations in Manchester, London and on the South Coast.

showroom will also be over 3,000 sq. ft and feature Ableworld’s comprehensive product range. Almost all work on both the Blackfield and Hyde sites have been completed, says Ableworld, and “will open as soon as sensibly possible in the summer / early autumn.” “Hyde is already a very busy site with Iceland and B&M already there,” said Mike Williams, Managing Director of Ableworld. “Once opened, it will work closely with the Ableworld Stockport store, working our way round the Manchester perimeter. We are looking more and more to be on retail parks, where we already have another two probable new sites in 2021.” In addition to the new sites, the mobility retail company has also

Ableworld’s new Hyde store will look to benefit from the footfall from popular retail stores either side of it

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Ableworld is set to open a new 3,000+ sq. ft outlet in Blackfield later in the year

welcomed a new franchisee on board who will bring the Ableworld brand to East London. According to the company, the property is still going through the legal process but says it is confident it will complete soon. Expected to stand at approximately 2,500 sq. ft, the property is slightly smaller than what is usual for an Ableworld store, pointed out Mike. “We have had a few potential franchise partners who would like to open in the London area, but the difficulty we have had is finding the right property at the right price!” he said. “The property, presently going through the final stages, will open in Essex, in July. It will be our first venture into this region but hopefully not our last. We have had a lot of interest in the London area but have always fallen down with

the property investigation. “So, although it will not be able to take the full ‘Ableworld range’, it will certainly have a much bigger range than any of the competition in the region.” Focusing on the future, Mike emphasised that the beyond the current coronavirus situation, he is confident in the growth prospects of the mobility retailer. “It’s times like these which will make or break companies and daily we are seeing companies closing down for various reasons and we will unfortunately see more,” he concluded. “However, Ableworld has a very strong brand and after the dust settles on the present pandemic, we see the company expanding and being an even stronger nationwide brand in the future.”

“We are looking more and more to be on retail parks, where we already have another two probable new sites in 2021.” MIKE WILLIAMS

ableworld.co.uk

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The passing of pioneers

In April, the industry learned the unfortunate news that two of the mobility sector’s two pioneers, Gerald Simonds and David Walker OBE, had passed away.

Gerald Simonds – The lightweight wheelchair champion With a desire to help people through innovation, Gerald Simonds, founder of Gerald Simonds Healthcare, was wellknown and well-liked across the industry. Speaking with Doug Robinson, Commercial Manager of Gerald Simonds Healthcare, he discussed Gerald’s enduring influence and legacy. “Gerald was a giant of our industry; a maverick and a pioneering entrepreneur who, single-handedly introduced the, at the time radical, concept of the high performance lightweight manual wheelchair to the UK back in the early 80s,” explained Doug. “It was typical of his “can-do” attitude that on seeing the original Quickie wheelchair for the first time at Stoke Mandeville hospital, his first reaction was to get on a plane to California to inform the good folk at Quickie Designs in Fresno that he was going to be their new UK distributor. Two days later he returned home with a couple of Quickie chairs on loan and an exclusive distribution agreement!” According to Doug, it was Gerald’s engineering experience in the aerospace and automotive industries that gave him the keen eye to spot true product innovations and quality. His true passion was not the product in and of itself, however, but what it could do to transform the lives of users. It was that passion that drove him to ignore naysayers and blaze a trail

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Gerald Simonds

for lightweight manual wheelchairs in the sector, driven by his determination, energy and vision. “His customers were not just people who bought things from him; they mattered to him and doing the best job he possibly could for each and every one of them was his mantra,” continued Doug. “Even today, more than 35 years since the beginning, we see customers who remember being assessed by Gerald in his dining room in Stoke Mandeville – and Gerald remembered them, every one of them, including the model

and colour of chair they bought! “Some of those early customers went on to set up their own mobility businesses, having been inspired by Gerald’s example and today those companies are highly successful and well-known in their own right. So his legacy continues, not just through his eponymous company but in others who followed his lead from all those years ago.” Reflecting on the times spent together over the past 30 years, Doug fondly remembered his job interview with Gerald back in 1989. “We met for the first time in his

David Walker OBE – The inspirational inventor

smoke-filled office (back in the day we were both heavy smokers!) in Aylesbury and the interview went well, as far as I was concerned. However, there was one more hoop for me to jump through before I was to be offered a job and that was that we had to have dinner together to discuss things in a more social setting – or so he said,” he recounted. “I always reckoned he wanted to see if I knew how to hold a knife and fork properly! It was an important part of the induction process though because over the years, we sat down to, again in his words, ‘break bread’ with existing and prospective suppliers and customers all over the world.” “Anyone who had ever been with Gerald in a social setting will know what a great raconteur he was, with a story for every occasion and there was never any danger of the conversation flagging when Gerald was around. ‘Once met, never forgotten’ would be a very apt description in his case.” Recognised and respected by his peers throughout Europe and North America, Gerald’s efforts helped shaped the industry into what it is today. “The many tributes that have been written by industry colleagues are testament to the man and everything he was,” finished Doug. “He will be greatly missed by his family and friends and countless others whose lives he touched.”

In early April, David Walker OBE, founder of Autochair, sadly died at the Northern General Hospital, Sheffield, aged 76. An inspirational figure in the industry, David was left wheelchair-bound after an accident 44 years ago. With a young family at home, it was this incident that would inspire him to create a product to enable him and countless others to have a full and active life. Motivated by a desire to find a way to get to work without having to rely on someone else to load and unload his wheelchair from the boot of his car, he developing a mechanism that hoisted his chair into a box on the roof of his car in 1979. The ingenious idea caught the attention of others keen to enjoy their own freedom of mobility and by 1983, David decided to put his idea into production and founded Autochair. Since then, the company and its range of solutions have gone on to help over 80,000 people and David’s efforts saw him receive recognition from Her Majesty the Queen in October 2014 for his services to people with disabilities. His three sons - Matthew, Nick & Jonathan - have each been with the business for over twenty years and look forward to continuing David’s legacy through their respective key roles within the company. “Our amazing, inspirational and wonderful father passed away on the 9th April after contracting the coronavirus - whilst already dealing with other health issues,” explained Matthew.

“We are all understandably upset, especially because we can’t be with our family and friends at this time; however, we have been overwhelmed by the hundreds of kind messages from friends, family and colleagues which have really helped at this very difficult time so thank you all so much.” To honour his memory, his family chose two charities for people to donate to which they believe would have been thoroughly approved of because of their focus on helping disabled people become and remain independent: Whizz-Kidz and Disabled Motoring UK. “We know that times are hard so please do not feel obliged to make a donation but if you are able to, know that it will be put to very good use,” added Matthew. The family will also plan a celebration of David’s life later in the year when circumstances permit and thanked those in the industry for their support and well wishes.

David Walker

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Excelling in exporting The winners of the 54th Queen’s Awards were announced on the 21st April – Her Majesty’s 94th birthday – and saw the homelift specialist selected for its international export success, joining an illustrious list of pastwinners including household names such as Black & Decker, JCB, Tyrell’s Crisps and Isabella Oliver maternity wear. Headquartered in the West Midlands and with regional offices near Reading and Leeds, the award will likely take pride of place in the manufacturer’s growing trophy cabinet. In a market where products are often seen as a last resort rather than a first choice, Stiltz’ CoFounder and Chief Commercial Officer, Lachlan Faulkner, explained that the homelift supplier came to the market in 2010 with aspirations of raising the bar in terms of style. Realising that customers of mobility aids are of the generation of the rock ‘n’ roll revolution who pioneered fashion, home décor and statement cars, Lachlan saw an opportunity to deliver a solution that would be designed to appeal with older consumers’ lifestyles.

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“We saw the products which were available at the time for the less mobile and were taken aback at the lack of design aesthetic,” he explained. “This really made us think about what they might want, as well as what they need.” Building a broad customer base in the UK within just a few years, Stiltz moved on swiftly to securing further investment, upscaling offices and launching new models. By 2016, the Kingswinford-based manufacturer had spread out globally and established strategic

Turning 10 years old in 2020, Stiltz Homelifts has received a prestigious award to mark the occasion – The Queen’s Award for Enterprise: International Trade 2020. Recognised as the highest accolade to be presented to a UK business, winning companies were selected by the Prime Minister and approved by Her Majesty the Queen.

strongholds in key global locations including Australia, Germany, USA, France and Benelux. From 2018, this expansion accelerated to the point where Stiltz’ products were available in 37 global markets through a combination of strategic partners, distributors and satellite offices. On learning that Stiltz had won the Queen’s Award, Lachlan detailed why the prize meant so much. “It’s such great feeling to be recognized for our export effort,” he commented. “It’s always been so core to our business model, that to see it working and to have such highprofile recognition as the Lloyds Bank National Business Award for Export and now the Queen’s Award for International Trade is just fantastic. Her added: “CEO Mike Lord and I would like to thank each and every member of the Stiltz family for their efforts and once we are no longer working remotely due to the lockdown, I’m certain we’ll be enjoying a celebratory glass or two of champagne!”

Thoughts on exports As the UK prepares to strike new trade deals with countries across the world following the country’s exit from the EU, export will be on the mind of many domestic suppliers. With so much successful export experience, Stiltz’ CCO Lachlan Faulkner shared some of his international trade wisdom with THIIS. WAS IT ALWAYS THE GOAL OF STILTZ TO EXPAND RAPIDLY INTO OVERSEAS MARKETS AND HOW INTEGRAL HAS THE EXPORT SUCCESS BEEN TO STILTZ’ GROWTH? “Absolutely. The objective was always to expand rapidly overseas. We moved from Australia to UK in 2010 to start the company and that set the tone for our ambition and market expectations. “We also moved manufacturing to China at the same time. Once those decisions were made, it was just logical to capitalise on them and concentrate on reaching all the key markets. We really believed in the market potential and could see a future where homelifts were ubiquitous.” WHAT WERE SOME OF THE CHALLENGES STILTZ HAD TO OVERCOME IN RELATION TO EXPORTING? “Having to learn the correct entry routes to market in each country and finding the right partner through trial and error was a challenge and very time consuming. As the product and category was more or less new, we received a wide range of reactions from potential partners. “Some would laugh at you and others would hug you with excitement at the opportunity. The recurring theme once we launched in a new market was getting the partner through the first 12-24 months, as this was always slower than anyone would like. But that’s the reality of marketing a new, high ticket product with a slower sales cycle than most retailers were used to.”

WHICH EXPORT MARKETS DID YOU FIND WERE MOST RECEPTIVE TO THE STILTZ RANGE AND WHY? “Australia is the obvious one as we already had an existing market to sell into. Australia has a quite developed homelift market. People don’t really buy stairlifts in the same way they do in the UK and people just understand the value proposition of owning a lift. “Generally, every major market we have tried to enter, we have had very little push back on. The end consumers just get it, and they help pull through the interest even if the incumbent industry or retailers are more circumspect. We haven’t changed our tagline in ten years, I think that says it all. Why have a stairlift when you can have a real lift? Oh, and Mike Lord’s little black book of contacts didn’t hurt either.” WHICH MARKETS DID YOU FIND WERE TOUGHER TO INTRODUCE YOUR PRODUCTS TO? “America, Japan, India and Brazil; but all for different reasons. “America has a complicated structure, with local, state and federal laws to appease, unique product certifications and market forces to deal with like price and customer service. We are very fortunate to have entered the USA very early on in our company history and obviously found the right person in Mark Blomfield to lead the effort. So, whilst the USA was tough to enter, it’s currently a big part of our business and our future. “Japan is its own beast due to unique business practices and product certifications whilst India and Brazil have enormous import tariffs, which more or less just price you out.” HAVING ENJOYED SUCH SUCCESS EXPORTING TO NEW MARKETS, WHAT IS YOUR BIGGEST TIP FOR EXPORT SUCCESS? “Definitely finding the best model or route to market for your product or service and then finding the best in class company or person to partner with to execute that model.”

Lachlan Faulkner

HAS THE OUTBREAK OF CORONAVIRUS HAD AN IMPACT ON DEMAND GLOBALLY OR HAVE ANY SPECIFIC MARKETS BEEN DISPROPORTIONATELY AFFECTED? “The impact has been global. We are fortunate that our business is really spread out across the whole globe so each local market has been impacted but not all at the same time. Of our key export markets, the USA has been the hardest hit.” WHAT’S NEXT FOR STILTZ? WHAT’S THE NEXT CHALLENGE? “Getting through this period of uncertainty is number one for all businesses right now. After that, we still have a long way to go to achieve our goals. We are full steam ahead on R&D and new products, there are more markets we need to enter and we obviously need to grow significantly in our core markets. So much more of the same for hopefully many years to come!” AND FINALLY, WHAT ABOUT YOUR DOMESTIC ACTIVITY. HOW’S THAT GOING? “We’re making some strong inroads into the Local Authority market and once the lockdown has eased, we will continue to accelerate this work with lunch and learns and CPD presentations. “Gino and his team are also always on the hunt for more UK dealers who have the vision to work with us to secure those high value sales, whether on our Referral Scheme, or as an Affiliate or Premier Partner.” stiltz.co.uk

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LET’S GET IT CLEAR

You’ve been fired! Flammability standards put to the test by Dr Barend ter Haar Pressure care equipment (mattresses and cushions) has been tested for years using furniture flammability test standards. This article discusses why these standards are less appropriate for medical devices these days, and what has been developed for cushion (and belts and harnesses) flammability testing to replace the furniture tests. As a result of a marked increase in UK fire-related deaths in the home from the 1960s to the late 1980s, the UK Government took action through the introduction of the Furniture and Furnishings (Fire) (Safety) Regulations 1988 (amended 1989 and 1993). These Regulations cover different testing needed for fillings, fabrics, and composites, and include match-flame and cigarette tests. (FIRA has an excellent set of guidelines that can be downloaded from their website1.) Pressure care equipment registered as medical devices have

Dr ter Haar has been involved in seating and mobility for over 30 years, including lecturing internationally, and developing international seating standards.

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been the subject of considerable debate. It is an offence for ‘domestic’ beds (i.e. beds for private use in the home) to be supplied in the UK if they contain fillings which do not comply with the 1988 Furniture and Furnishings Regulations. Compliance entails the need for those fillings (foam and non-foam) to resist ignition as specified in the Regulations. There is, however, a legal anomaly. Beds and cushions that are registered as ‘medical devices’ appear to be allowed, within the law, to be supplied to the British consumer even if the items in question do not comply with the Regulations. The justification for treating ‘medical device’ beds and cushions as being exempt from the Regulations is that such items need to comply with medical device regulations instead. With the limited availability of medical-devices-specific flammability testing, most regulatory requirements have nevertheless turned to Furniture testing. However, whereas the Furniture Regulations select a single type of test depending on the material and usage, the medical devices world has fallen down on requiring both a flame and a cigarette test be carried out. There are International, European, and British (e.g. BS 71772) furniture flammability standards that are each very similar, with only small differences, such as timings. GETTING AWAY FROM FURNITURE STANDARDS In the wheelchair and seating world,

at least, things have moved on. The wheelchair standard ISO 7176-16: 1997 was originally written to cover the flammability testing of the ‘upholstered parts’ of a wheelchair, but still required both a flame and a cigarette test. When this standard came to be revised, it was unclear what was, and what was not, an ‘upholstered’ part. In addition, on further consideration, the risks to the wheelchair occupant potentially come from a number of sources. The largest risk had been from an electrical fault, and this area had been tightened up in ISO 7176143. The next largest flammability risk are fixed and exposed parts of the chair onto which a heat source might alight, such as arm supports, foot supports, positioning belts and harnesses, etc. Finally, there’s the back support and the cushion: the risk of these catching light, because the occupant’s body is covering them, is much reduced, whereas the materials from which they are constructed are more important to protect the tissue integrity, than to act as a fire barrier, to the occupant. ISO 7176-16 was revised in 2012, at that time specifying a flame heat source similar to one used in furniture standards, but with relevant application points for the items being tested - these items now being any fixed postural support devices. Around the same time, ISO 16840-10 was first published, and this covered non-integrated seat and back cushions, but with an alternative, lesser, heat source.

‘CIGARETTE’ TESTS The starting point for the Part 10 tests was that cushions should meet this minimum flammability standard. Furniture’s cigarette test was a starting point, but labs in the US and Germany found that there was enormous variation in the heat output from different cigarettes from any one pack, and thus this was not a standardised heat source, set aside the health risks of using tobacco based products. In addition, cigarettes in this century have changed from those available when the furniture standards were originally drafted: ‘Fire Safe’ requirements are now in place, where a cigarette is not allowed to continue to burn when left, have changed the burn characteristics. Therefore, for the Part 10 testing, a ‘virtual’ cigarette was developed using a heated rod as a heat source, with a required heat output curve to mimic that of an original lighted cigarette (Fig 1). Since then, other heat sources have been trialled, such as an electric blow torch (where the air blown on the test sample affected the rate of burn) and an IR heat source (but the results differed if the test material were reflective (e.g. white) or not (e.g. black)). What looks promising for future iterations is a NiCr coil, which can also have the current adjusted to mimic different heat sources, potentially from ‘cigarette’ to ‘Crib 7’ (Fig 2). SO WHAT’S NEW? In the United States, data collected back in the 1990s showed that only

a small number of individuals per million wheelchair users had died due to fire4, and smoking has decreased strongly since then. Public FDA records indicate most 21st century flammability incidents involving wheelchairs have been from electrical faults5. Thus, the current view is that wheelchair cushion and belt design should be focused on tissue integrity, body positioning, and functionality, and not be overly hampered by flammability concerns. California bedding flammability regulations have in 2019 been made less stringent, dropping the need there for a flame test. In line with this trend, ISO 16840-10 has been adapted to cover all postural support devices on a wheelchair, in addition to just the original seat and back supports. Test set-up designs have been modified to cover smaller items than were originally provided for. This revision of Part 10 is at the International DIS voting stage at present, and should be published in full later this year. Have you checked whether the items you are handling have been tested to such current medical device standards, rather than to Furniture standards? PS A parallel standards Working Group is looking to see to what extent the concepts and applications in the wheelchair seating standard might be applied to mattresses, to enable their testing to move away from Furniture flammability standards as well.

FIGURE 1. THE SURROGATE CIGARETTE USED FOR ISO 16840-10 FLAMMABILITY TESTING

‘Let’s Get it Clear’ by Dr Barend ter Haar One in a series of occasional resumés of aspects in the world of posture and mobility where there are common misconceptions, and myths to be addressed, to help promote better practice. Further items can be found at www. beshealthcare.net. If you are interested in receiving further information on the topic, please contact barend@ beshealthcare.net Dr ter Haar has been involved in seating and mobility for over 30 years, including lecturing internationally, and developing international seating standards, and has been the task group leader for the wheelchair and seating flammability standards.

REFERENCES https://www.fira.co.uk/images/FIRAFlammability-Guide-PDF-with-links.pdf BS 7177 Specification for resistance to ignition of mattresses, mattress pads, divans & bed bases. 3 ISO 7176-14:2008 Wheelchairs — Part 14: Power and control systems for electrically powered wheelchairs and scooters — Requirements and test methods 4 Calder, CJ, & Kirby, RL (1990) Fatal wheelchair related accidents in the United States Am J Phys Med Rehabil 64, 184-190 5 https://www.accessdata.fda.gov/scripts/cdrh/ cfdocs/cfMAUDE/TextSearch.cfm 1

FIGURE 2. A SIMPLE NICR COIL HEAT SOURCE TO MIMIC THE BURNING AREA OF A CIGARETTE

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RETAILERS BUYING GUIDE

Buyers’ guide to Mobility scooter and wheelchair accessories Empulse R20 from Sunrise Medical

Flexi Mobility Bag from MyWren

With the new Empulse R20 pushing aid, it has never been easier to support an attendant pushing a wheelchair, says the company. Uphill, downhill or long trips, the R20 is able to assist in every situation. Boasting a unique folding function, the device weighs under 5kg to allow for easy transportation when users self-propel their wheelchair.

The premium, heavy-duty Flexi Mobility bag from MyWren is made using waterproof 1680d Oxford fabric and includes removeable crutch/walking stick holders. Featuring easy grip zip pulls, the bag is available in regular, large, XL and a Hi-Vis offering. Designed to meet the needs of manual wheelchair, powerchair and mobility scooter users, MyWren only sells to the trade and also offers a bespoke embroidery service as well.

www.sunrisemedical.co.uk

Each month, discover key products from a different segment of the mobility market to consider stocking on shelves and offering to customers.

www.mywren.uk

Triride power add-on range Described as the original power add-on by the company, Triride produce various models to suit different performance needs of individual users. All models are customisable through the company’s exclusive innovative software and configuration options to suit each user’s requirements. www.triride.uk

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ABOUT US Verlingue is the approved insurance broker for the BHTA insurance scheme, which is available exclusively to BHTA Members. We are part of the Verlingue Group, one of Europe’s largest independent insurance brokers, employing over 1,100 people and placing premiums in excess of €2 billion.

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RETAILERS BUYING GUIDE

Elasticated Hem Wheelchair Poncho from Drive DeVilbiss The Drive DeVilbiss Healthcare Elasticated Hem Poncho encompasses the user and wheelchair, making it ideal for providing protection against wet weather. The poncho is made from a waterproof navy fabric that boasts a hood and zipped front, as well as head-to-toe protection. Lightweight and easily stored, the poncho also features a press-stud tie point to fasten to the wheelchair frame for addition security. Available in attractive retail packaging, the poncho is quick and easy for users to slip over their head and also has strategically placed slots to accommodate the wheelchair pushing handles.

eTrike from Mountain Trike Enabling users to tackle rough terrains and hill climbs, the eTrike is the electric power-assist version of the all terrain Mountain Trike wheelchair. Appealing to those who require a bit of assistance when travelling off road or for others who may wish to take on more challenging terrains, the eTrike’s 250W hub motor is powered by a 36v 12Ah Li-ion battery. It also offering flexible riding, with riders having the option to combine manual power using the lever drive system with the electric assist as and when required.

www.drivedevilbiss.co.uk

www.mountaintrike.com

Scooter Garage from Drive DeVilbiss Drive DeVilbiss Healthcare’s Scooter Garage is a rigid folding steel structure with a heavyduty canvas cover that protects users’ scooters from the weather and from break ins. Its rigid folding steel structure with heavy duty canvas cover cleverly uses the scooter’s weight to secure it to the ground, eliminating the need to permanently fix the garage down

in most cases. The garage comes with holes, however, if users do wish to secure and fix it to the ground. Featuring two access flaps for easy battery charging and suitable for most medium to large scooters, users can also purchase and use a padlock (not included) to lock the garage. drivedevilbiss.co.uk

eKit from Mountain Trike A separate power add-on kit which can be easily fitted to any existing standard Mountain Trike all terrain wheelchair, the modular system enables customers to adapt their trike to suit their abilities should their circumstances change at any time without having to purchase a new model. The device features a 250W, hub motor powered by a 36v, 12.8Ah, Li-ion battery which includes mains charger to provide additional power to the user. Riders can use a throttle twist grip or thumb lever to power the chair forward, with five power settings to choose from, ranging from full power (level 5) to 50 per cent (level 1), whilst an LED display screen shows the speed, distance, average speed, max speed and power setting. www.mountaintrike.com

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The Ergo Lite 2 transit weighs just 8.5kg complete and the self-propel breaks down to 6kg making them among the very lightest wheelchairs available on the market.

Karma mobility ltd Unit 6 target ParK, redditch Worcestershire b98 8yn T: 0845 630 3436 E: info@karmamobiliTy.co.uk www.karmamobiliTy.co.uk

Ergo Lite 2 Self Propel Wheelchair

Ergo Lite 2 Transit Wheelchair

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We continue to support dealers and our technical support teams remain in place to help. With good levels of stock we can support you and your customers with the Breeze S4, the ultimate mobility scooter in comfort and performance.

To enquire about adding the Breeze S4 to your range

Call 01787 888 106

or email trade.sales@tgamobility.co.uk www.tgamobility.co.uk QUOTE: THSA20

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