THIIS August 2020

THIIS TRADE MAGAZINE • ISSUE 263 • AUGUST 2020

Also inside... ​Changing of the guard ISSUE 263 AUGUST 2020

B2B or not 2B

Director onboard

TRADE MAGAZINE

The Rich List

What impact has COVID-19 had on sales channels in the mobility sector and what does it mean for dealers?

Providing news and views in the trade since 1999

IT’S BUSINESS AS USUAL FOR STILTZ HOMELIFTS We appreciate it’s been a challenging time on the high street and in retail parks around the country and we’re here to help!

Stiltz has remained open throughout the lockdown to support vulnerable customers with urgent surveys and installations. This means we’re ideally placed to help kick-start your return to trading with our referral programme. We have stock in the warehouse ready for installation.

Whether you’re an existing referrer preparing to re-open your store, or you’re not yet part of the Stiltz Partner Programme - there’s no better time to get involved!

Email enquiries@stiltz.co.uk to learn how to lift your business to the next level with an exciting partner opportunity. Or call 0330 222 0334 today!

WELCOME

From the editor

Meet the THIIS team...

Winds of change As the dust settles following the lockdown, companies in the sector are getting a better idea of what the new post-lockdown landscape that faces them looks like. With potential local lockdowns and rapidly changing government policy hanging overhead, however, getting a firm lay of the evershifting land can be difficult.

Unsurprisingly, the industry started to see the effects of the pandemic and lockdown throughout July and, unfortunately, this has led to some professionals in the industry finding themselves on the employment market.

For Gerald Simonds, COVID proved to be the final straw and after almost four decades in mobility, the company announced it had entered administration and ceased trading.

Stannah Stairlifts also announced job losses were imminent, while reports across the sector highlighted many companies were taking similar actions.

It is, undoubtably, a difficult time for many. Also, as the government winds down the furlough scheme, it is likely that this will increase in the months ahead.

In the world of retail, the mandatory introduction of masks

in England – the order was already compulsory in Scotland but will not be introduced in Wales – continues to highlight just how different post-lockdown life is. For retailers, this heightens the need to offer exceptional customer service to rebuild consumers’ confidence as shoppers acclimatise to the new normal.

Looking at emerging or accelerating trends following the lockdown, one area that has been talked a lot in the sector is direct-toconsumer (D2C) models. Of course, D2C is not new but across the UK, manufacturers are re-examining the channel in the wake of the retail closures. We dive deep into the topic and consider what a rise in D2C could mean for the mobility sector.

The team at THIIS wish all our dedicated readers the best and we will endeavour to keep you informed on all the news and insights needed to come out of the other side stronger.

Calvin Barnett Editor

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

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...

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TRADE MAGAZINE

Features

Regulars

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Trade talk with Roma Medical D2C disruption Passing the torch at Kent Mobility Onboard with the Disability Trading Company Location, location, location

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News, deals and people Retailer’s choice: Stairlifts, homelifts & access Trade thoughts Let’s get it clear Retailers’ Buyers Guide

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NEWS, DEALS & PEOPLE

Steve Wilson and Nigel Padley in the new Stafford showroom

Opportunity to obtain expertise Former TGA Mobility Product Manager Eric Cooper is looking to bring his 32 years of industry experience to a new company within the mobility sector.

Having recently spearheaded the successful introduction of the WHILL Model C powerchair and the Strongback wheelchair to the UK, Eric is keen to hear from organisations with a sales or product management role.

“My years in the industry have taught me many skills which would be useful to an employer and, equally importantly, to their trade customers and end-users as I particularly enjoy end-user assessments and having direct contact with customers,” he explains.

Eric notes that he is particularly interested in hearing from companies looking to bring new innovations to the market.

“My other great passion is bringing innovative new products to the market, so anyone looking for support in bringing ‘mould-breaking’ equipment into the industry, would be of particular interest,” he adds.

Based in the middle of England, Eric says he is willing to travel, alongside being happy to work in either an office or home-based role.

To contact Eric, email eric.cooper012@gmail.com or call 07850 882594

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Dolphin Lifts Midlands makes waves with new branch Fresh off the back of launching its Tipton headquarters, Dolphin Lifts Midlands has expanded its operations with the launch of its Stafford branch.

Heading up the purpose-built 3,500 sq. ft facility is newly-appointed branch manager Nigel Padley, who is tasked with establishing the company’s presence in Stafford and further afield.

The new site boasts a fully equipped showroom with examples of different stairlifts from its portfolio of over 80 different models. Alongside stairlifts, the company has a comprehensive range of homelifts, throughfloor-lifts and hoists for purchase or rental to Stafford residents.

Steve Wilson, Director of Dolphin Lifts Midlands, commented: “While we are happy to send out brochures and links to video demonstrations, we believe that nothing beats actually being able to try out a stairlift for comfort and ease of use and now people in Stafford and surrounding area will have this opportunity.”

Nigel added: “When the opportunity arose to join the company and spearhead their latest venture, the chance to join such a well-respected business was too good to miss.”

The new showroom is located at: Unit 6, Astonfields Industrial Estate, Stafford

You told us you wanted more from the Handicare 1100...

We listened.

Coming soon: exciting new products launching this quarter.

More reasons for you to love the Handicare 1100.

Keep an eye on your inbox we’ll be sending emails with all the details over the next few weeks.

NEWS, DEALS & PEOPLE

Government loan wards off retail redundancies West Midlands-based Easy Living Mobility secured a £307,000 funding package during lockdown to ensure none of its 36 employees lost their jobs as a result of the pandemic.

Prior to the outbreak, the multi-branch retailer had been expanding rapidly, increasing its store portfolio to 12 and launching its franchise scheme in 2019.

As the coronavirus spread and lockdown ensued, the company was forced to slam on the brakes, furloughing approximately two-thirds of its team and significantly impacting cash flow.

After working with Lloyds Bank, however, Easy Living Mobility was able to secure the £300k loan through the Coronavirus Business Interruption Loan Scheme (CBILS), enabling it to pay suppliers and staff.

Daniel Griffiths, Director at Easy Living Mobility said: “We’ve seen a substantial decrease in turnover since the crisis unfolded, so the support we’ve had from Lloyds Bank has been invaluable.”

He added: “This has been a real lifeline for our business.”

Sweet deal as Recare secures honeycomb cushion range Adding to its growing list of exclusive product distribution agreements, Recare will now distribute the Stimulite honeycomb product range to the trade and end-users in the UK. Manufactured by Silicon Valley-based Supracor, the fusion-bonded honeycomb range includes wheelchair cushions, pressure-relief mattresses and positioning products.

The agreement sees the range join Recare’s increasing roster of exclusive distribution deals, including the Klaxon Klick handbike, Benoit Systemes power add-on and PDG Mobility ranges.

James Holland-Oakes, Commercial Director at Recare, commented: “Further to our growth plans for 2020/21, we feel that this product will fit alongside the varied existing product range Recare currently distributes here in the UK.” For trade, retail, NHS or further enquiries, contact Recare on 01993 880200 or email James at james@recare.co.uk

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HQ and workforce expansion for Stiltz Having recently moved into its brand-new, purpose-built, 36,000 sq. ft global headquarters in the West Midlands, Stiltz has initiated a nationwide recruitment programme.

Located just around the corner from its previous site, the site boasts extensive warehousing and will also house the supplier’s customer service and technical teams, a global R&D centre of excellence, a state-ofthe-art training hub and a customer showroom.

Alongside the move, the company is recruiting field and head office roles, including lift engineers, carpenters, builders and an IT apprentice opportunity through a partnership with Dudley College.

Lachlan Faulkner, Founder and Chief Commercial Officer of Stiltz, commented: “The fact that we are recruiting is testament to the strategic planning and positive attitude of the whole Stiltz team. We are powering through and we are proud to be achieving positive sales figures whilst creating a number of new roles throughout the UK.”

NEWS, DEALS & PEOPLE

New store in the North West for Ableworld Ableworld has launched its latest store in Greater Manchester with the retailer’s business partner, Barry Pearson, expanding his portfolio of showrooms in the region.

Located in Hyde, Tameside, the new superstore joins Barry’s five other branches in the North West.

“I am really pleased that we have opened our sixth Ableworld store,” commented Barry.

“It allows us to support more people, offering a great range of products that can help our customers to live more independently.”

Strategically situated in the company’s preferred location of a busy retail park, the superstore is positioned next to a B&M and The Food Warehouse.

Boasting Ableworld’s full range of products, the Hyde showroom is managed by a new team, while its stairlift engineering team is covering a 30mile radius around the store.

The latest addition takes Ableworld’s store portfolio to 36 across the UK. The new showroom is located at: Ableworld Hyde, Manchester Road Retail Park, Hyde, Greater Manchester, SK14 2BD

Restructuring and redundancies at Stannah

Handicare focuses on dealers and looks to America

Stannah has started to restructure a number of departments and roles, resulting in potentially over 70 redundancies.

According to the company, a review of the impact of COVID-19 on its business and the uncertainty around the future has prompted the move.

As it streamlines operations, its headcount across the Group is expected to reduce by around 75 – approximately five per cent of its UK workforce.

Jon Stannah, Stannah Group Managing Director, said: “We are very disappointed to be making this difficult announcement, particularly after our record year in 2019. We have a highly skilled and loyal workforce that we value immensely and the factors that have led to this are not of our making.

“If we want to survive through this current crisis and protect the business for the long term, it has become clear to us that we have to make some incredibly tough decisions about putting the business in the best shape to navigate the crisis that we find ourselves in.”

Consultations with those affected began in midJuly.

“We are committed to doing what we can to support those affected including enhancing any redundancy payments and providing outplacement support,” he added.

During its first live webhosted Capital Markets Update, Handicare reaffirmed its commitment to working hand-in-hand with dealers and outlined its US expansion ambitions.

The company’s senior management team presented plans to investors and financial analysts as the Group continues to prioritise its accessibility business and restructure its patient handling operations in North America.

It comes as the organisation divested all shares in its Danish vehicle conversion subsidiary in December 2019. This was followed by the divestment of its patient handling division (excluding North America) to Direct Healthcare Group in mid-April 2020.

Johan Ek, President and new CEO of Handicare, confirmed the company will launch its own stairlift production unit in the United States, reducing lead times as it seeks to capture more market share in the world’s largest stairlift arena.

Alongside US expansion plans, Executive Commercial Director Clare Brophy revealed that working closely with dealers will continue to be one of Handicare’s key strategic priorities, alongside developing its product portfolio and improving customer experience.

“We will continue to enhance our dealer support programme as we move forward as that not only grows our dealers’ business but it also grows our Handicare business,” she stated.

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NEWS, DEALS & PEOPLE

Fortuna reveals trade range Combining its mobility retail experience with the supply expertise of its sister company, Fortuna.Bambach has created a new product portfolio tailored specifically to mobility dealers.

The retailer-turned-supplier has now created a catalogue of ownbrand products including walking sticks, ferrules, reading glasses, elasticated and neoprene supports, incontinence items, daily living aids and personal protective equipment (PPE).

Highlighting that prices are competitive with good returns for mobility retailers, the company says all products have a solid track record of selling well in their

Enfield-based showroom.

Elaine Ferguson, Mobility Services Manager, commented: “The idea of launching our own range of products to retailers arose because we’ve received numerous calls from stores throughout the UK asking how they could source our items.

“We decided that as we produce so many popular products, we could share them and benefit other retailers in our industry. Initial feedback has been very positive, and we’ll be looking to expand the range in the future.”

To discover more, contact Elaine on 020 8805 2020 or email info@ fortunamobility.com

Aerolite arrives Motion Healthcare has added the new Aerolite powerchair to its growing range of powered mobility solutions.

The lightweight folding powerchair has been designed to capture the entry-level end of the market, after the company enjoyed considerable success with its Foldalite range.

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“The Foldalite range has really proven a hit among our dealers and sits at the top end of that category, however, we know that there are plenty of customers that still want that same quality of product but in a stripped back, lighter version at a lower price point,” explained Tim Mills, Head of Business at Motion Healthcare.

“Our Aerolite ticks all of those boxes.”

Weighing only 22kg with the battery included and 19.5kg without,

the Aerolite boasts a single lithium battery which comes with its own charge socket for off board charging.

Centring on a simple design, the company says the Aerolite is aimed at the occasional traveller looking for a chair with advanced indoor manoeuvrability which is equally comfortable negotiating pavements and in shops.

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RETAILERS’ CHOICE

Stairlift, homelift and access products 14 / www.thiis.co.uk

Wondering which moving and handling aids are grabbing mobility companies’ attention? Each month, retailers in the mobility industry highlight one product that has stood out for them and why…

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RETAILERS’ CHOICE

Amy Hadlow Business Manager of Higher Elevation

Retailer’s Choice: Stannah 600 Siena Stairlift from Stannah “The Stannah 600 Siena Stairlift combines fresh, contemporary styling with a classic look that makes it a smart and practical addition to any internal staircase.

“It comes with a slimline rail that makes the best use of space with easy folding arms, seat, and footrest, which fold away neatly allowing others to access the stairs without any obstacles.” www.higherelevation.co.uk

Alastair Gibbs Managing Director of TPG DisableAids

Retailer’s Choice: Handicare 1100 by Handicare “Our choice for the Retailer Choice would be the Handicare 1100 straight stairlift.

“It has truly been a major step forward in the design of a straight lift that shows potential to be a volume product when all of the options are perfected and made available.

“To that end the willingness of Handicare to work with us on R&D and product improvements and to take on board the real-life requirements of the customer, the dealer, the salesperson and the maintenance engineer have all been contributory factors in our choice.” www.tpg-disableaids.co.uk

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RETAILERS’ CHOICE

Steve Wilson Director at Dolphin Lifts Midlands

Retailer’s Choice: Flow2

by Access BDD “At Dolphin Lifts Midlands, we are proud to be able to offer the Flow2 stairlift from Access BDD to our customers, as no matter the challenge a staircase throws at us, we are confident that the Flow2 will fit.

“The award-winning Flow2 stairlift from Access BDD can be genuinely considered one of the world’s leading curved stairlifts.

Manufactured using the very latest stairlift technology, the Flow2 can be installed on almost any type of staircase.

“The Automatic Swivel and Levelling technology (ASL) allows the Flow2 to be fitted on stairs as narrow as 610 mm. This feature, unique to the Flow2, enables it to turn while in motion, making it one of the most adaptable stairlifts in the world.

“With a wide choice of configuration options, the Flow2 is tailor-made to each individual staircase, ensuring the perfect home mobility solution for any household.” www.dolphinmidlands.co.uk

Retailer’s Choice: Aerolight-Up&Over Ramp Kit by Enable Access Elaine Ferguson Mobility Services Manager of Fortuna Mobility

“Many customers visit us seeking advice to solve access problems which often involves overcoming a uPVC door. The threshold on uPVC doors are high and quite easy to damage. The Aerolight-Up&Over Ramp Kit offers a seamless transition for a variety of threshold heights and gradients.

“The kit combines two high quality ramps: a lightweight Aerolight-Xtra suitcase ramp (7 lengths available) with a Doorline-Multi (2 lengths available), which together provide everything needed for access up to and over a threshold. The Aerolight-Xtra has many advantages over similar ramps and a unique lip design to fit into narrower door widths, something that is often needed for uPVC doors.

“The Doorline-Multi is also unique in our market as it rests securely onto a threshold whilst also safely spreading the weight of up to 300kg. This creates a strong edge-to-edge nosing with the Aerolight-Xtra giving a comfortable easy route to the inside of a property.

“Buying the two ramps as part of the AerolightUp&Over Ramp Kit saves money and is an easy way to solve access problems for walking over, using a mobility scooter with a low ground clearance, or a wheelchair.

Both ramps are lightweight, easy to deploy and store away, and provide a simple, quality solution for our customers.” www.fortunamobility.com

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Helping your customers to look after their mobility scooter batteries

The importance of ensuring end-users know how to care for their mobility scooter and powerchair batteries cannot be overstated. For end-users, it means averting preventable hassle and for retailers, it means less time spent on avoidable callouts.

Henry James, Deputy Managing Director of Leoch Battery UK, shares his battery care expertise and reveals some valuable tips for mobility dealers to pass on to their customers.

By Henry James The COVID-19 lockdown and social distancing regulations have had a significant impact on everybody in society, but for users of mobility scooters and assisted living products, it’s been particularly challenging.

For those who have been managing to venture out intermittently to retain their independence, get a bit of fresh air or to pick up essential food shopping, or for those who may be high risk or shielding and protecting themselves at home, it’s critical that

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they keep their scooters regularly maintained throughout this difficult time to get the most out of them and stay mobile when they’re able to get out of the house.

A key part of this is ensuring that the mobility scooter batteries are performing well. Your customers’ scooters depend upon a reliable power source so care and maintenance of their battery during any time of absence is vital and here’s where you can help to advise them…

HELPING CUSTOMERS TO HELP THEMSELVES You can let them know that they should be making sure that their batteries are fully charged, not left in state of discharge if they leave the scooter for any length of time. Hopefully, based on the current lockdown timescales, there shouldn’t be any significant degradation as long as no device on the scooter has been left on, draining power.

They should also give the batteries a full charge before going

back out. Our advice is that if they’re going out for first time and haven’t used the battery in a while, don’t go too far in case the battery has deteriorated over a period of downtime and they can’t get as far as they might be expecting, based on previous performance levels.

It is always advised that users fully charge their scooter batteries after each use, no matter how short a trip.

We have a team of battery specialists at Leoch Battery UK, providing a comprehensive range of maintenance-free 12V mobility batteries in a variety of technologies and capacities – including the new Lead Carbon AGM range which offers a 24-month warranty.

We deal with retailers, distributors and OE/OEMs, so if your customers need help or advice on testing or maintaining their batteries, or if they’re considering industry-leading replacements for existing units, get in touch with us on 01858 433330, email sales.uk@leoch.com or visit our website at www.leoch.com

Leoch’s LFeLi range launches Leoch Battery UK has just launched a new range of 12V and 24V lithium batteries.

According to the company, the new Leoch Lithium LFeLi series offers extremely high cycle life, claiming to surpass the performance levels of lead-acid batteries with up to 2,000 at 100% DOD (Depth of Discharge) and up to 5,000 at 50% DOD. Highlighting the new batteries’ Partial State of Charge resilience as a major advantage, Leoch Battery notes that unlike many other batteries, opportunity charging can take place at convenient times throughout users’ working day with the new range.

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Save the date

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www.thiis.co.uk / 23

The new Invamed website

Trade talk Simon Dalton & John Pitt, Directors of Roma Medical CAN YOU TELL US MORE ABOUT YOUR NEW DIRECT-TO-CONSUMER WEBSITE? “The invamed.co.uk website has been launched as a direct consequence of the COVID-19 pandemic. Our dealer business stopped overnight when the prime minister announced “lockdown” on 23rd March. From April 1st, we had to put the bulk of our administration staff on furlough whilst our production staff continued to produce goods for the NHS and the Nightingale hospitals in particular.

These orders were completed by the end of April and the majority of our production team were also put on furlough from May. “Prior to COVID-19, we were already receiving a large number of ‘end user’ calls every single day. That volume of end user calls

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increased hugely in April and May as customers had nowhere else to turn whilst looking for assistance with their products, with very few dealers open or in a position to help.

Instead of leaving customers to wait until the lockdown was eased, we tried to help the customers in any way we could. We were not only being asked for parts for our scooters but also for other importers/ distributors products that had also decided to close.

“It was then at the end of May that we decided to recall our inhouse web designer and to build invamend.co.uk. We have owned the web address since 2001 when we purchased Roma Medical with the intention of changing the company name – that didn’t happen but we always retained ownership of the domain.

As the coronavirus outbreak spread across the UK, companies large and small had to adapt and pivot quickly to respond to the rapidly evolving situation. For Roma Medical, the company made the decision to launch a new directto-consumer online proposition under the banner of its parent company, Invamed. THIIS found out more about the new sales model from Simon Dalton and John Pitt, Directors of Roma Medical.

“One dealer has suggested to us that the website had been in place for around a year: this is not correct.

The name was registered almost twenty years ago but we changed our domain host provider around a year ago and this then appears as its inception date.

“The purpose of the website was to help end users when there were very limited options available to them. We do not know how long we will have the website running but until the market re-opens fully, there is no sense in preventing end users from accessing our products.”

WHY HAVE YOU DECIDED TO LAUNCH A DIRECT-TO-CONSUMER ARM? “We are by no means the first and we are sure we won’t be the last importer / distributor to launch an

online sales outlet. We, along with some, have been transparent in what we are doing whilst others have been operating more covertly.

“Has it affected other companies which operate in the dealer and online markets in any way?”

WHAT DOES THIS MEAN FOR ROMA’S DEALER SIDE OF THE BUSINESS - ARE YOU STILL LOOKING TO WORK WITH RETAILERS? “We are, of course, looking to continue working with our dealer network now and when life & business returns to normal. Unlike many of the other importers / distributors, we are not part of an international group with large finances behind us; there are just the two shareholder-directors here and we do not have the deep pockets the big international corporates have.

“We are being told via the media on a daily basis how businesses have to adapt to get through this difficult time. We are continually reminded on the news of large, established high street brands and household names closing their doors for good and/or going online: why are Roma Medical or the mobility industry in general any different? We are not immune to the effects of COVID-19 so we are implementing changes to safeguard the future of the company.

“We hope when the market returns to some form of normality that we will be able to sit down and speak with like-minded dealers who do not want to carry on ‘as we’ve always done’ and instead adapt and change the way our industry works.

“This has been a very difficult period for everyone but we must look positively to the future and adapt to the changing world.”

YOU ARE OFFERING A PRICE PROMISE ON YOUR WEBSITE HOW DO YOU RECONCILE THIS WITH YOUR DEALER SALES? “A simple Google search shows this is a term all websites use to attract traffic – it’s one of many thousands of Google keywords and it is used by the vast majority of online sellers. We are not doing anything new here.”

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HOW ARE YOU ASSESSING CUSTOMERS’ NEEDS FOR THESE PRODUCTS ONLINE? “Roma Medical was probably the first distributor to introduce and incorporate an assessment form as part of the warranty form. We continue to use this. We have always tried to support the bricks and mortar dealers and indeed several years ago, at substantial financial cost, we tried to implement an instore only policy for some of our own brand items.

“Part of the criteria we tried to implement was that an assessment had to be carried out. The then Office of Fair Trading (OFT) investigated and concluded that it was in the best interest of the potential purchasers to be able to compare specification and price online and to make a purchase without having to leave home.

We argued that we were dealing with medical devices and that an assessment should be mandatory.

Neither the OFT nor the BHTA were interested in this, so maybe the question would be better directed to them.”

DO YOU ENVISAGE MORE MANUFACTURERS MOVING TO A DIRECT-TO-CONSUMER MODEL IN THE FUTURE? “As we have highlighted earlier, we have no doubt that other distributors / manufacturers will go direct if they are not already doing so.”

IS THERE ANYTHING ELSE YOU WOULD LIKE TO TELL THE DEALERS IN THE SECTOR? “We appreciate the concern that dealers will have, this was not a decision taken lightly, it was one of necessity rather than choice.

We look forward to our continued relationship with the dealers long into the future.” www.romamedical.co.uk

What is the BHTA’s stance on assessments?

Prompted to put the question regarding its policy about assessments to the BHTA, we asked the Association to clarify. It responded: “At the time, the OFT did note that one of Roma’s aims was to ensure assessment was provided to people purchasing certain of their products and they recognised the importance of pre-sales service, but concluded that in prohibiting online sales and online price advertising of those products, Roma had restricted the market in a way that was detrimental to consumers, and breached competition law.

“BHTA’s Code of Practice says: ‘Where a customer’s ability, well-being, environment, and/or activities have an effect on the safe use and suitability of a product for the customer’s stated purpose, a full assessment of these factors must be carried out, so that an appropriate product can be identified. A record of the assessment must be retained by the company and a copy be made available to the customer on request. This applies to all sales, whether conducted in store, off premises (e.g. at the customer’s home), online, via mail order catalogue or by telephone’.

“We do not place any restriction on how and when an assessment is provided.

That is a decision which every business must make for itself based on its experience of its customers, the products, and how it sells them.”

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Trade Thoughts Does a manufacturer selling directly to consumers affect your willingness to work with them?

Not a new model, manufacturers operating direct-to-consumer (D2C) propositions have long been a point of contention among the trade. In this month’s trade thoughts, five leading mobility retailers share their views on suppliers selling direct and whether it has a bearing on their desire to work with them or not.

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Darren Macey

Mike Williams

Managing Director of Lifestyle and Mobility

Managing Director of Ableworld

“

It is extremely important that if a manufacturer does operate a direct to consumer model, they make it very clear to their dealers.

“It’s not professional for dealers to find out through end-users or through the rumour mill. The only way that a direct to customer model works is if the supplier is very upfront about the relationship.

“Two great examples of who do this well are TGA Mobility and Motion Healthcare – they either sell direct or have an association with a company that sells direct but they are very clear about how this works from the start.

“They both only want to work with certain dealers and we have exclusivity deals in place for certain locations. For us, this works well as it means our local competitors can’t stock these products which gives us an edge.

“Also, when they or their associates do sell direct, they hold a high RRP which allows retailers to give a better deal to their customers or retain a higher profit margin.

“Again though, this only works if the dealers know about the relationship beforehand.

”

“

The only reason a supplier should supply directly is if there isn’t a nationwide supply of professional retailers.

“Recently, a few chains have grown around the country so I find it incredible that any credible supplier would abandon their customers and start up D2C distribution. If one of our suppliers introduced this now, we would certainly have an issue and, if possible, find alternative supply.

“When we launched, there weren’t the retailers to serve the country and you already had established manufacturers dealing direct or having a “sister” company being your competition (certainly in the stairlift industry).

“Hopefully, in time, this will fade out as the retailers become stronger and suppliers have larger regional or national choice of retailers.

“If manufacturers already have a website or a “sister” company, I suggest they should only sell at an established retail price and not undercut their customers.

“In my last industry – DIY - the manufacturers closed their direct to public operations as the retailers grew. The last one I remember was Black and Decker who closed their retail stores after pressure from retailers.

”

Alastair Gibbs

Karen Sheppard

David Morgan

Managing Director of TPG DisableAids

Managing Director of People First Mobility

Managing Director of Snowdrop Independent Living

“

A number of my suppliers do also sell direct to customers but it is done in such a way that the customers effectively make that choice to either buy local or to buy from a national.

“There is often a perception that the manufacturer is the only one that knows their product inside out and, therefore, that is the right place to buy what you need.

“As a retailer, I would argue that our staff have an equally good and in-depth knowledge of not only that product but also comparative products and complementary products.

“We can enhance the value of the product by giving true local service and providing the additional products that are often required to give a workable daily living solution.

“As long as the ground rules are clear, I have no issue in competing with the manufacturer direct and that would not deter me from stocking their products. In truth, we are both offering the same solution to the customer but giving them choices in how it is acquired.

”

“

The answer, in short, is yes! From past experience, suppliers tend to sell products cheaper to end users than the retailer can which makes it harder for the retailer to do a good deal with their own local customer.

“D2C suppliers also tend to have less time for retailers as support is aimed more at the end user. In my experience, the D2C companies don’t seem to have the same support between the reps and retailers as the trade-exclusive suppliers.

“If a manufacturer chooses to go D2C and forgets the high street retailer, then this is limiting the supplier’s sales in many ways.

Retailers will be competing on price which will devalue the product.

“Also, customers come in store for a certain make or model but see a different one in showrooms and choose that because they like to have choices and options.

“D2C suppliers risk losing brand loyalty by going direct as well. If a customer falls out with a D2C supplier, where do they go?

Probably to a different brand. If a customer doesn’t like a certain retailer, however, they can still remain loyal to the brand of the product by just going to a different retailer.

”

“

Snowdrop Independent Living opened its first showroom in 1999, over the years we developed a loyal customer base. At the beginning of 2020 in the face of new challenges we decided to develop our digital marketing strategy and an e-commerce website in order to satisfy the changing needs of our customers.

“We are aware that many manufacturers now sell directly to the end-users via online channels.

We believe that communicating the correct message to the right people is key to online selling, but it takes time to fine tune the tone and the voice.

“Fortunately, we have a fantastic team who work hard to understand our customers. We serve a rapidly changing market and a healthy level of competition will only benefit the end-users.

”

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

www.thiis.co.uk / 29

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COVID-19 The final straw for Gerald Simonds Healthcare Founded by industry icon Gerald Simonds in 1983, the company established a reputation as a specialist in lightweight wheelchairs and as an innovator.

The company was the first UK distributor of the original Swede 24 wheelchair – one of the first lightweight rigid framed wheelchairs in production – and was an early adopter of power add-ons.

In February 2019, Gerald Simonds Healthcare was sold to newly-founded Borrum Healthcare Group Ltd, headed up by Richard Boys-Stones and Bob Darke – both partners of management consultancy & strategic investor firm Borrum Partners.

At the time, the company confirmed the sale was triggered by the retirement of its inspirational founder. Sadly, Gerald passed away earlier in April 2020.

17 months after swapping hands, the reputable retailer has ceased trading and entered administration on the 6th July of 2020, with Mark Holborow and Matthew Wild from RSM Restructuring Advisory LLP appointed as joint administrators.

RSM confirmed that 22 members of staff were made redundant, with four remaining in the short-term to assist the administrators as a buyer is sought for the business and its assets.

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Mark Holborow, Restructuring Advisory Director at RSM, commented: “We don’t anticipate customers being left out of pocket as we understand all deposits are held in a segregated trust account, so should be available to be returned to customers in the event of orders being cancelled.”

As part of the sale process, the administrators are seeking a buyer who will be able to fulfil outstanding orders to minimise disruption to customers.

Bob Darke, Chairman of Gerald Simonds Healthcare, commented: “I am very sad to note that despite the best efforts of directors and colleagues and all the progress that had been made in restructuring and range development, the continuing impact of coronavirus on our business has proved irreparable.

“I would like to thank all the loyal staff, customers and suppliers who have supported the business both in recent challenging times and over the long term. Having explored all possible avenues to rescue the business, we are disappointed that we have had to bow to the inevitable and file for insolvency.

We will continue to work with the administrators to support our customers and to help achieve a sale of the business and assets in the interest of the creditors.”

Widely recognised as one of the pioneers in the lightweight wheelchair market, Gerald Simonds Healthcare has entered administration after almost four decades in the sector. According to the Aylesbury-based retailer and distributor, coronavirus proved to be the final blow.

Mark Holborow added: “It is always sad to see an established company enter into administration, but the directors were left with little choice given the impact of COVID-19 on recent trading and the resulting cashflow difficulties they faced. Regrettably, we have had to make a number of staff redundant and we will be assisting them with their claims to the Redundancy Payments Service.

“We are seeking a buyer for the business and assets and would invite interested parties to get in contact. We anticipate strong interest in the company’s travel chair business as well as the brand name and open order book.”

All queries should be directed to restructuring.gatwick@rsmuk.com www.gerald-simonds.co.uk

“…the continuing impact of coronavirus on our business has proved irreparable.”

BOB DARKE

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D2C disruption DTC THRUST INTO THE LIMELIGHT A contentious issue among retailers, D2C channels are by no means a new idea and have long existed within the mobility sector, often running alongside manufacturers’ businessto-business (B2B) operations.

The protracted closure of bricks and mortar stores, however, has recently propelled D2C models back into the spotlight as manufacturers across various consumer product segments looked for ways to reach customers in the absence of retailers.

David Jinks, Head of Consumer Research at courier specialist ParcelHero, explains why many suppliers have started to change their approach to selling directly to consumers in the wake of the pandemic.

“It’s no coincidence that these D2C brands have, in many cases, thrived during the lockdown, even as many big retail names have struggled to get their products to consumers,” says David.

“With department stores closed, and even third-party online channels such as Fulfilment

By Amazon (FBA) blocking the distribution of non-essential products, many brands and manufacturers have been left stranded. In complete contrast, some new direct selling retailers, including recipe box seller

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Gousto, have reached such a peak during the COVID-19 crisis that they can no longer take on new customers.

“A few years ago, D2C seemed impossible and specialist brands could only sell through high street shops such as department stores.

But the internet and social media have created new ways to sell and create awareness, with the result that direct to consumer retail has boomed.”

To understand just how much of a shift this has had on traditional distribution models, consider the multi-billion-pound conglomerate PepsiCo. The mammoth group of some of the world’s best-known food and beverage brands, including Walkers, Quaker Oats and, of course, Pepsi, launched its own D2C website called snacks.com in May – a first in the wholesaler’s 127-year history.

A little closer to home, Roma Medical also launched its own D2C website, Invamed.co.uk, in May, joining a number of mobility and access suppliers that already operate their own direct selling channels.

The coronavirus crisis and ensuing lockdown will inevitably change the way business is conducted within the mobility industry and across the business world more generally. One particular change that could transform the way end-users buy their products is a move by manufacturers to directto-consumer (D2C) channels. In this deep dive, THIIS speaks to suppliers and retailers to find out if the trend will pick up pace in the months ahead and, if so, what impact it could have on the mobility retail sector.

A GROWING TREND While the pandemic may have put D2C adoption into overdrive, the growth of manufacturers introducing direct sales channels has long been on the cards.

According to a 2019 report into D2C channels by Barclays Corporate Banking, three-quarters (73 per cent) of UK manufacturers sold some or all of their manufactured products direct to end-users – a sharp increase compared to just 56 per cent five years ago.

In addition, the report highlighted that more than three-quarters (77 per cent) of all manufacturers planned to invest in D2C during the

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next year, with 74 per cent having increased capital expenditure to set up their channels over the last 12 months – and that was before the coronavirus lockdown.

WHY IS D2C ON BECOMING MORE POPULAR? As mentioned, D2C models have existed for a long time but were less commonplace. The traditional supply chain was relatively straightforward: manufacturers supplied retailers who, in turn, sold those products at a mark-up to endusers.

The rise of ecommerce, affordable online payment tools, digital marketplaces such as Amazon and eBay, search engines and social media has, however, significantly disrupted that model.

Before the internet, reaching consumers directly required significant infrastructure and investment, be it through costly bricks and mortar stores; sales reps knocking on doors; or expensive advertisements in newspapers, radio and television.

As the internet and the phenomenon of ecommerce has grown, so too have the means for companies to reach end-users at much lower costs. Search engines such as Google have made it easier for customers to find companies and their products, while social media platforms such as Facebook and Instagram provide companies with the means to advertise extremely cheaply to a highly targeted audience of potential customers.

The meteoric rise of digital D2C brands such as Gymshark – the gym clothing start-up now seeking a valuation of as much as £1 billion – are evidence of the huge potential open to manufacturers that can successfully establish their own direct sales channels.

ECOMMERCE, MOBILITY AND D2C VIABILITY While the internet has been a catalyst for D2C popularisation in industries such as fashion, groceries and electronics, the mobility sector has been less widely impacted by the prevalence of ecommerce

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73%

of UK manufacturers sold D2C Barclays Corporate Banking report 2019

because of the types of products being sold and who they are sold to.

Traditionally, customers in the sector, particularly those who are older, have been slower to adopt ecommerce, limiting the viability of purely D2C channels – but data suggests this is changing.

Over recent years, studies have suggested that older people have become increasingly technologically literate and with the lockdown forcing many former technophobes to engage with online shopping, the tide may be changing for mobilityrelated ecommerce.

A new study conducted last month

by Civica found a high level of technology usage by those aged 70 and over, with just under two-thirds of respondents using a smartphone daily, 84 per cent confirming they are very or somewhat comfortable using a laptop and just over a quarter owning a smart speaker.

Often referred to as ‘silver surfers’, these increasingly online-savvy consumers present manufacturers with an opportunity to reach them directly using digital channels.

Tony Hughes, Executive Director at Civica, says: “Our new research shows that the over 70s appreciate and enjoy using online services.

They are equipped, savvy and ready to engage.

He adds: “With the over 70s accounting for 15 per cent of the UK population – almost nine million people and growing – it should be a priority for all organisations to ensure this generation is factored into new digital developments and current online offerings.”

Now, the mobility sector has its own examples of successful startups using D2C as a primary sales

model. Take eFOLDi, for example, the lightweight folding mobility scooter manufacturer recently secured a £2.5 million investment from venture capital firm Guinness Asset Management.

Since its launch, the company has used television and social media advertising to reach customers directly and, last year, confirmed it had achieved £2.27m in sales and a net profit £413,000 – suggesting that D2C sales for big-ticket items such as scooters may be a viable option.

D2C CHALLENGES IN MOBILITY For manufacturers, D2C channels offer a number of benefits, including greater control over the customers’ sales journey, an opportunity to collect valuable customer data for remarketing, as well as the chance to set the selling price for their products without relinquishing margin to retailers.

The adoption of D2C models does not come without its challenges, though.

At the top of the list for many suppliers is the concern of what impact the introduction of a D2C

“It comes down to trust. We’re open and honest with dealers and they trust that we’re as committed to their growth as we are to our own.”

PAUL STOCKDILL

model may have on existing relationships with distributors and retailers.

A RISK TO RELATIONSHIPS For many manufacturers, B2B and D2C models are not mutually exclusive; instead, many suppliers opt for a hybrid approach. It is a decision that does have the potential to cause animosity.

According to Barclays Corporate Banking 2019 report into D2C models, one in five manufacturers stated they had not launched a D2C channel because of concerns that it would negatively impact their relationships with trade customers.

It is a fear not without merit, with some retailers less than ecstatic about the thought of their suppliers also becoming their competitors.

Darren Macey, Business Development Manager at South East-based retailer Lifestyle and Mobility, asserts: “D2C is a very risky move for any manufacturer to make. For retailers like us that have been supporting a manufacturer for years, it can feel like a kick in the teeth and will probably cause us to move away from them.

“Selling direct, in my opinion, is the wrong move. Retailers need their suppliers’ support and backing now more than ever.”

mobility sector - which often deals in medical devices – and the retailers within it are unique to that found in other consumer-packaged goods sectors, such as fashion.

This is because pre- and post-sale services such as assessments and aftersales care play a significant role in the buying process of mobility products, which has somewhat restrained the growth of D2C models when compared to other industries.

Mark Hermole, Managing Director of mobility scooter manufacturer KYMCO, explains: “We have always valued the dealer-centric approach to the market for a variety of reasons - many which are covered as core values of the BHTA’s Code of Practice.

“Primarily, we feel that customers in our sector who are often vulnerable, less able, elderly and disabled need a full and professional assessment of their needs and, indeed, their abilities. Customers

should be offered a choice in order to find the correct product(s) to suit all of their needs in their entirety – e.g. physical, mental, social and environmental.

“Aftercare is also of paramount importance to all consumers – especially in this category of personal medical devices – and our dealers have always provided this to a very high standard!”

Beyond just taking orders and shipping units, manufacturers planning D2C operations in the sector also have to consider the ongoing needs of end-users - areas where mobility retailers traditionally excel.

For many manufacturers in the sector, the cost to create a national infrastructure capable of providing initial assessments and ongoing aftercare support for endusers makes a purely D2C model unworkable, as Rise & Recline’s MD John Lougher points out.

THE IMPORTANCE OF MOBILITY RETAILERS Unlike many other customerpackaged goods segments, the

“Direct-to-customer channels are now, and have always been, a valid business proposition. However, the way in which they are managed can have a huge impact on the ability to maintain a dealer network…”

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“Our mobility retail partners have the infrastructure to service consumers in every part of the UK. In addition, they can offer a range of mobility products that the customer is looking for in one location,” he observes.

“If every manufacturer wanted to deal direct, there would be a huge cost implication in setting up the infrastructure which would negate the extra profit from cutting out the retailer.

“Also, once you sell a product, it is important to offer good aftersales care and, again, for manufacturers to set this up would be a huge investment. If a customer has a problem over a weekend, it’s their mobility centre which are able to help and that is their added value to their customer being local.”

Echoing John’s thoughts, People First Mobility MD Karen Sheppard highlights the essential local reach and knowledge inherent with mobility retail and cautions of what a trend towards D2C could mean for the sector.

“Have the manufactures who want to go to D2C really thought about it?” she asks.

“How can they offer the local service? How can they know Mrs. Jones down the road likes a box of Maltesers with her new scooters and if her ailments are better this week? How will they manage the breakdowns and repairs? How long will it be before they are able to get to the customer when they break down?

“Are they going to send sales representatives to people’s homes in a van with a few samples of their products? I worry this is a trend that will see the industry go back to the old days of direct selling, where people were sold to in their own homes, viewing items from only one supplier and being more pressured into buying there and then.”

CAN D2C AND B2B MIX? Running both B2B and D2C models simultaneously is a difficult line for manufacturers to tread without potentially alienating trade customers.

Stairlift manufacturer Handicare and its direct selling arm Companion

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£

77%

of UK manufacturers to invest more in D2C in 2020 Barclays Corporate Banking report 2019

is one such mobility company that manages to walk the tightrope well.

Sharing his insights into how the company is able to make the often-opposing models work, Sales and Marketing Director Paul Stockdill explains: “It comes down to trust. We’re open and honest with dealers and they trust that we’re as committed to their growth as we are to our own.

“Our D2C experience has been invaluable during lockdown.

Using our new HandicareLive online platform, we’ve been able to share our successful commercial training with partners coping with unprecedented challenges to help them emerge better prepared to cope with the new trading conditions we’re all facing.

This helps dealers see us as a consultative business partner, rather than simply a stairlift supplier.”

Sharing a retailer’s perspective, Alastair Gibbs, Managing Director of Herefordshire-located TPG DisableAids, suggests that it can work but only when retailers and manufacturers are competing on an equal footing.

“Direct-to-customer channels are now, and have always been, a valid business proposition. However, the way in which they are managed can have a huge impact on the ability to maintain a dealer network at the

same time,” he notes.

“When the playing field is level and transparent, dealers know in advance that they may be up against a direct selling sales team. That team should buy their product from the manufacturing facility at the same price that a dealer would buy it. They should have the same considerations of service delivery and warranty conditions and be honest and clear with the customer as to how that service would be delivered.”

Alastair warns that the relationship falls apart when a manufacturer only takes the sale and distributes the product but relies on dealers to fulfil the aftersales side of the bargain.

“What does become unfair is when a manufacturer takes the direct sale and then relies upon the dealer network to carry out the warranty and service work on a per occasion basis - only paying the dealer for the service they use but not carrying the overheads of providing that service 365 days a year,” he adds.

“Dealers that choose to do that type of service work either have no interest in selling whole goods or do not see that they are actually supporting their competition.”

Acknowledging that manufacturers and importers have had a tough time throughout COVID-19, Alastair says he understands the desire

“If this continues, I can see alliances being made among the dealers to start bringing in products from China directly.”

DARREN MACEY

for suppliers need to ramp up and increase sales quickly.

“It is very tempting to think that selling a few products directly to end users, and getting a bigger margin, can do no harm,” he says.

“I would argue that as a distributor / retailer, it will do great harm. I, for one, would be considering my position if I found one of my suppliers trying to cut me out of the supply chain without putting in place all of the expensive bits of providing an onsite warranty and service program that did not rely upon my goodwill.”

INVESTING MORE IN TRADE PARTNERS Retailers such as Lifestyle and Mobility’s Darren Macey and People First Mobility’s Karen Sheppard believe manufacturers moving into D2C may have their priorities wrong and should instead focus on the trade.

“Suppliers need to look outside the box on how to support dealers, such as through more lead generation,” argues Darren.

“Now is the time for them to spend money on brand awareness, further training and demonstration stock.”

It is a stance shared by Karen, who points out that suppliers do not need to look at circumnavigating retailers to secure more sales.

“The best way for a manufacturer to increase its sales and share of the market against other suppliers is to have a very good relationship with their retailers,” she points out.

“Offer them incentives to be more engaged with them. Do extra marketing, offer better point of sale and pass it on to the retailer.

The supplier still gets the sale and the retailer can offer the local and friendly one-to-one service that endusers want and need.”

BLURRING THE LINES It is important to remember, however, that this blurring of the lines of the traditional roles of manufacturers and retailers is not just one-way traffic.

As more manufacturers are considering ways to directly reach end-users, there is a growing trend

among retailers also looking at ways to streamline their supply chains by purchasing products at source.

Just as the model of D2C is not a new notion, neither is that of retailers creating and selling their own ‘private-label’ products, cutting out distributors, wholesalers and suppliers in the process.

And, akin to the growth in D2C models, the data suggests private label growth is also strong in the UK, which is the world’s largest private label market.

According to private label data compiled by Nielsen in 2019, market share for own-brand products climbed to 46 per cent – largely dominated by the grocery and fashion segments.

Now, savvy mobility retailers are increasingly looking to get in on the own-brand action and removing some links from their own supply chains.

Similar to the way the internet has made it easier for manufacturers to reach end-users, so too has it made it easier for retailers to reach factories in distant lands who can produce anything from simple ADLs to bigger ticket mobility products.

It is a fact not lost on Lifestyle and Mobility’s Darren Macey, suggesting that the current trend towards D2C may fuel a rise in own-label products.

“If this continues, I can see alliances being made among the dealers to start bringing in products from China directly,” he speculates.

“I would urge all suppliers to tread very carefully if they are thinking about going down the DTC route to market.”

THE SHIFTING LANDSCAPE OF PRODUCT SUPPLY Speaking back in October 2019, Lee Collinson, Head of Manufacturing at Barclays, suggested that the trend of D2C was only heading in one direction – and that was long before lockdown disrupted the world of retail.

“The rise in businesses selling direct to customers is one of the biggest changes the manufacturing industry has seen in generations,” he said at the time.

“It’s a massive shift and the rewards are potentially huge, with nearly half of companies selling D2C reporting an increase in revenues as a result, along with a bigger customer base and the ability to personalise products.”

Whether the mobility sector will continue to be insulated from the growing move to D2C or if retailers will continue to look to own-label products remains to be seen. As Lee notes, though, those in the supply chain will need to remain mindful of the shifting sands in order not to be left behind.

“Wholesalers and retailers are aware of the challenge and will need to continue to find ways to adapt and flex their approach,” he ends.

“DTC comes with its own challenges and requires investment in services, training and IT. The future is likely to involve a mix of DTC, wholesale and retail and there will still be a role for all three channels.”

21%

of UK manufacturers did not go D2C due to retailer backlash concerns Barclays Corporate Banking report 2019

RETAILER SPOTLIGHT

Kent Mobility Passing of the torch Having started in the industry repairing and adapting the nowiconic Ministry of Health threewheeled powder blue Invacars in the 70s, John Payne built a reputation over his 50 years in the industry as never being short on an opinion – with unbridled knowledge and expertise to back them up.

John launched Kent Mobility in 1990 and developed it into one of the leading independent retailers of everyday mobility equipment and bespoke solutions for complex needs in the South West.

So when John decided the time had come to retire in early 2020, it meant big shoes to fill for whoever stepped into his role; fortunately, the company had an experienced and steadfast industry professional up to the task.

THE RIGHT MAN FOR THE JOB No stranger to the industry himself, Matt Mohr became the new managing director of Kent Mobility in March, bringing his considerable wealth of experience to the retailer.

Joining the mobility industry

The steadfast leader acted quickly to navigate the retailer through the choppy waters of lockdown

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two decades ago, Matt’s career has seen him spend time on both the retail and manufacturing side with some leading names in the market, including Invacare, Consolor, Wealden Rehab and Kirton.

Over the years, he has built an impressive degree of knowledge in specialist seating, as well as in moving and handling and bathing solutions, providing him with the product insights needed to lead the Kent-based retailer’s broad product and service offering.

LIKED WHAT HE SAW It was during his time at Invacare that Matt got to know John and Kent Mobility, so when the Kent Mobility founder decided the time had come to step back, he felt confident he was leaving the company in a safe pair of hands.

Making the move from a major multinational manufacturer to a local, independent retailer, Matt explained what drew him to the company.

“Kent Mobility has many positive attributes which differentiate it,” he

Matt Mohr

After more than half a century in the mobility industry, well-known industry veteran John Payne, founder of Kent Mobility, has retired and stepped away from the company he created in 1990.

Taking over the reins in March, new Managing Director Matt Mohr has had the unenviable task of getting his feet under the table while coping with the outbreak of a global pandemic that has shaken the world of mobility and retail to its very core.

told THIIS. “I think it’s fair to say that most of our customers have a good experience with us and, as a consequence, we have a good reputation.

“A recent example: I was paying for fuel in a local garage for one of our signed vans and the man behind the kiosk, who I had never met, saw the van and thanked us on how well we looked after his dad several years prior - it surprised me a little at the time.”

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Investing in its team and facilities such as its new assessment centre and showroom has built the strong foundations needed to weather the coronavirus storm

standing in the community.

Importantly, the independent retailer has reinvested and continued developing over the decades as well, both in its team and its facilities.

In 2018, the company welcomed Emma Dobson among its ranks as its resident occupational therapist and also invested in redesigning and modernising its showroom. The investment continued in 2019 when the organisation cut the ribbon on its stylish new assessment centre and offices.

“The team here is excellent,” Matt continued.

“They have decades of experience which we can draw upon from the engineers and installation team to those in admin and our assessors.

“We also have very good facilities with our head office located just outside Tonbridge with a large, modern showroom and postural assessment room, along with a warehouse with a large stock of spare parts and fully equipped service centre. We also have a retail outlet in Tonbridge town centre catering for the more active customers.”

It was those strong foundations laid over the decades that would help Kent Mobility withstand one of the biggest challenges to have faced the modern business world: coronavirus.

A BAPTISM OF FIRE Tackling the usual challenges of transitioning into a new role as the leader of a well-established company, Matt had to contend with the unprecedented problems caused

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by the pandemic outbreak and subsequent lockdown.

“The first major choice at the beginning of lockdown was deciding what level of service we maintain,” he explained.

Taking decisive action, the company quickly established what it would need to do to ensure its customers could be looked after whilst also ensuring the company could survive.

“Furlough only allowed for an all or nothing approach for each employee, however, we only closed completely for two days throughout lockdown at the very start,” he recounted.

“Initially, we operated on a skeleton staff to try and retain some level of operational ability as lockdown progressed. Now we are seeing it come to an end so we have brought staff back gradually.”

PRESCRIPTIVE PREDICAMENTS As a specialist in bespoke, prescriptive solutions for complex needs, the outbreak of the pandemic had a particularly troublesome effect on its operations.

“Lockdown had a big impact

on our work with prescriptive wheelchairs. Of course, everyone was in lockdown, including the customer base,” said Matt.

“To compound matters, COVID-19 was and remains particularly dangerous for those with underlying health conditions, as well as the elderly. These are categories many of our customers fall into.”

With shielding and lockdown orders in place throughout April and May, along with the growing fear of the virus among the disabled community, performing the faceto-face assessment required for bespoke chairs became almost impossible, noted the new MD. “So much of our work requires us to be inside social distancing guidelines and there isn’t really a way around that for much of it,” he said.

“Where the situation allowed, we carried out some remote assessments via video call, but in my view, there is no satisfactory substitute for traditional assessments in many instances.”

The result was a severe slowdown on the prescriptive wheelchair

“Lockdown had a big impact on our work with prescriptive wheelchairs. Of course, everyone was in lockdown, including the customer base.”

MATT MOHR

business. Fortunately, the company had other strings to its bow that helped it tick over during the quiet months while it rapidly adapted to the ‘new normal’.

And even as lockdown measures eased, its core customer base remained wary.

“Even as we exit lockdown, as a consequence of our customer base being more vulnerable, they shield for longer than perhaps other members of the public, and understandably so,” added Matt.

Importantly, the company still had to support its wheelchair customers in need during the lockdown. With wheelchairs playing such a pivotal role in the lives of users, it had to find a way to continue offering vital services.

“In some cases, the requirement was urgent and a solution had to be found,” commented Matt.

“Of course, we made use of all the PPE available and carried out regular assessments when all parties are happy to do so.”

BECOMING COVID-19 SECURE With lockdown measures being continuously rolled back, the company has now introduced a comprehensive and stringent array of COVID-19 secure measures as retail returns.

“We have put in place a range of procedures and provided a range of PPE to protect ourselves and our customers,” detailed Matt.

“Perhaps the most significant change is that we are now steam

cleaning every piece of equipment that comes into the building in an effort to prevent contamination of our premises and crosscontamination between customer’s products that may be in for service or repair.

“If a customer can see that you are putting in place the necessary procedures to protect everyone, this can only help their confidence in what’s happening at such an uncertain time.”

LOOKING INTO THE FUTURE As the mobility sector tries to find its feet in the ever-shifting postlockdown world, attempting to plan for tomorrow, let alone years down the line, can feel like trying to guess how long a piece of string is.

For Matt, however, he predicts the market may not ever wholly return to the pre-pandemic days, suggesting some changes may be here to stay.

“It is difficult to say what the longterm impact will be on the industry as a whole,” he said.

“I wouldn’t be surprised if some of the procedures companies have put in place during COVID-19 become permanent.

“We may see permanent changes in procedures in nursing homes, hospitals and other places of care that affect the way we assess and supply.

“In terms of equipment provision, however, the need and demand will always be there.”

And to meet this demand, Matt

will continue enhancing the elements that have held Kent Mobility in such good stead for so many years.

“At the moment, it’s not easy looking too far ahead. However, Kent Mobility has solid foundations on which we can look to the future,” he maintained.

“In terms of products, we will continue to offer a range of highquality products from across the market. I have been very impressed with our ability to modify and customise equipment and we will continue to do that where necessary.

“We will continue working in partnership with therapists, professionals and private customers with customer service and positive outcomes at the forefront of our thinking.”

Having already successfully steered the independent retailer through the peak of a once-ina-century pandemic, the new managing director has certainly passed his trial by fire. Now, as the market continues to recover, Kent Mobility finds itself with a strong and capable leader prepared to take on the challenges to come.

“I think we are all looking forward to when we can get back some normality as quickly and safely as possible,” finished Matt, “but I would like to particularly thank the team here for their dedication and efforts, along with the support we have received from our suppliers.” www.kentmobility.co.uk

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SUPPLIER SPOTLIGHT

A textbook example of how to partner with academia The Long Eaton-based mobility furniture manufacturer is collaborating with Nottingham Trent University (NTU) as part of the institution’s Productivity Improvement Programme – a new initiative designed to support businesses as they navigate the next stage of COVID-19.

Partly funded by the European Regional Development Fund (ERDF) and available to small and medium-sized companies in Derbyshire and Nottinghamshire, the scheme sees the university bringing its considerable academic expertise to bear on the company’s manufacturing processes.

The collaboration comes as Rise & Recline continues its journey of transformation following the entrance of the former LG director in September 2019.

NEW PROJECTS IN THE PIPELINE Over the past 11 months, John has spearheaded several changes at the small British manufacturer, changing the way it engages with its trade partners and refining how it operates internally.

Last month, the mobility furniture specialist unveiled its new website with features designed to make it easier for customers to find the right option from its wide and bespoke product range.

“The website was phase one and has been launched to make it easier to navigate around our product range and select the right product,” explains John.

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“We also have the Chair & Bed Builder modules available soon to our mobility customers so there will be more to follow on that.”

While the new website is impressive, it is the Production, Planning & Control (PPC) system that the company is currently creating with NTU which could be game-changing for Rise & Recline.

INNOVATION THROUGH INTEGRATION The purpose of the project is to integrate the new website’s ordering system to Rise & Recline’s manufacturing processes, digitising

As the mobility industry, like so many others, starts on the road to recovery, companies within the sector are looking to what comes next. At the start of the year, THIIS spoke with John Lougher, the new director heading up the transformation at Rise & Recline Ltd. Now, the company is working with a highly respected academic institution on a project to propel its plans forward.

the existing manual process, simplifying the method and reducing the chances of human error.

Speaking with John back in February, he detailed how streamlining the company’s production processes was high on his agenda as he looked to improve efficiencies.

Working with the university, however, is enabling the manufacturer to fast track one of the most difficult and expensive projects in its pipeline.

Dr Aquila Yeong and Associate Professor Roy Stratton of the

“As the country comes out the other side of lockdown, the need to increase productivity has never been higher.”

JOHN LOUGHER

Nottingham Business School are advising the mobility furniture manufacturer on the introduction of a PPC system.

“Working with NTU experts on the project has enabled us to turn a big wish into reality within months,” states John.

“For an SME, this is invaluable in helping our business grow in a challenging business landscape.”

Once the integrated PPC system is in place, Rise & Reclines predicts the seamless ordering system will improve overall productivity and ensure it continues to hit its tight seven to 10-day commitment to turn around bespoke products.

According to the university, the project encapsulates what its Productivity Improvement Programme is all about: Supporting businesses to adopt new technologies to improve efficiency and save money.

Alongside implementing the new system, the university is also sharing industry best practice with Rise & Recline’s team who will use the new system, upskilling its workforce in the process.

“It is fair to say that this project looks like it will exceed our expectations and is an excellent example of what can be achieved by working together,” adds John.

The new PPC system is set to have a digital platform that links together the manufacturer’s commercial software, client management system and the new website.

BRINGING ACADEMICS AND BUSINESS TOGETHER Aiming to stand as a shining example of what happens when SMEs and universities combine forces, NTU says the partnership will hopefully encourage further industry collaborations as the institution looks to support more companies in the wake of coronavirus.

Dr Nigel Wright, Deputy ViceChancellor for Research and Innovation at NTU, explains: “The collaboration with Rise & Recline demonstrates NTU’s commitment and readiness to support SMEs and their aspirations for continuous

Rise & Recline’s new website is just part one in a wider modernisation programme

improvement, particularly as businesses respond to impact of COVID-19.

“Utilising new technology effectively will be a key factor in getting through this recovery period by enabling businesses to make their operations as efficient as possible.

“Rise & Recline’s determination for development and growth has changed the lockdown into an opportunity to rethink their business processes. We look forward to hearing from similarly minded ambitious businesses who we would be keen to help.”

As the project moves through its various phases, the university confirms its experts will continue to provide support throughout, from development to testing the new technology and supporting Rise & Recline to embed the final working system.

Alongside Rise & Recline, NTU is currently supporting 19 other businesses across Nottinghamshire and Derbyshire through the programme, helping SMEs as they shift focus from COVID-19 survival to reaching out for post-lockdown opportunities and overcoming postlockdown challenges.

“The NTU project highlights that by business and academia working together, companies can become far more efficient and productive,” finishes John.

“Before the coronavirus outbreak and lockdown at the end of 2019, productivity in the UK was called out for being 10 to 15 per cent behind Germany and more than 30 per cent behind the US. As the country comes out the other side of lockdown, the need to increase productivity has never been higher.

“If companies can produce more products in the UK more efficiently, then it will certainly play a part in helping the economic recovery and reducing the reliance on imported goods.

“In the post-coronavirus and postBrexit reality facing the country, we must be able to take up the challenge of manufacturing highquality products competitively and this can only be achieved if we can make products efficiently enough to make a margin.” www.riseandrecline.co.uk

“For an SME, this is invaluable in helping our business grow in a challenging business landscape.”

JOHN LOUGHER

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Onboard with the Disability Trading Company Joining the board in the capacity of a non-executive director, Andrew will bring his considerable experience and expertise in the sector to the expanding mobility retailer.

Launched back in 2011, the Disability Trading Company is the commercial arm of Warrington Disability Partnership – a charity providing over 25 different services to people locally, nationally and globally.

Since its launch, the social enterprise has grown steadily and now operates from five dedicated showrooms, including its newest retail space in Warrington’s Birchwood Shopping Centre.

Speaking with Dave Thompson MBE DL, Chief Executive of Warrington Disability Partnership and Disability Trading Company, he said: “It is brilliant news that we can now announce that Andrew is joining the Disability Trading Company board. It is something that has been on the cards for a while so I am delighted that we have reached the point where we can now confirm it.

“Andrew and I have known each other for almost a decade now, having first becoming acquainted during his NRS days. He was a great ally of ours within NRS and helped bring about some of the great work we have done with them and continue to do so, such as our Disability Awareness Day. “Most recently, we have been working closely with Andrew

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Andrew Stevenson, former Sales Director of NRS Healthcare and the current Chairman of the British Healthcare Trades Association (BHTA), has joined the board of Warrington Disability Partnership’s trading arm, Disability Trading Company, injecting extensive sector expertise into the growing social enterprise.

Andrew Stevenson and Dave Thompson MBE DL

and the BHTA to see how we can connect and support projects such as the National Federation of Shopmobility scheme.”

Entering the healthcare industry 18 years ago with Mangar International to develop its overseas business and later joining the company’s board as its sales director, Andrew has experience working in both international and domestic markets through direct channels and distribution networks.

Leaving Mangar in 2009 to join NRS Healthcare as the organisation’s sales director, Andrew was responsible for its product sales division, consisting of thousands of independent living products. After a

“Not only does he have exceptional industry knowledge but he is also a very genuine and, as I’ve seen over the years, he commits to causes for the right reasons.”

DAVE THOMPSON MBE DL

The growing social enterprise launched its latest Birchwood store earlier in the year just before the coronavirus outbreak

successful eight-year stint, he went on to head up charity Deaf Director before taking over the reins at the BHTA. Having been involved with the industry’s trade association since 2007 and a board member since 2015, Andrew stepped in as the organisation’s interim Director General in 2018 until the appointment of Dr Steven Festing as its new CEO earlier this year.

“I have a lot of respect for Andrew,” continued Dave.

“Not only does he have exceptional industry knowledge but he is also very genuine and, as I’ve seen over the years, he commits to causes for the right reasons.”

At the end of 2019, Dave and his son Gavin, Commercial Director for the Disability Trading Company, outlined the company’s ambition to diversify into new areas, including importing and distributing its own range of innovative new assistive technologies.

According to Dave, the addition of industry veteran Andrew will help the social enterprise to reach its ambitious goals.

“He is there to help people and for us, we will be guided by Andrew as we continue to develop the Disability Trading Company and navigate the process of bringing new products to market. He has an enviable contact book and a lot of insight into the world of assistive technology which is something we want to grow in,” added Dave.

“He is also firmly behind our idea of a brand-new facility that would include a disability museum and a future tech centre, which we are still

actively pursuing and we both share very interesting ideas about the direction of the National Federation of Shopmobilities.”

Speaking with Andrew, he told THIIS: “I was delighted to accept the invitation from Dave and the board. I have admired the amazing work that the teams at the Disability Trading Company and Warrington Disability Partnership accomplish for many years.

“I have also supported them commercially during my time at NRS Healthcare by exhibiting at the tremendously successful Disability Awareness Day, working with the team on product range development and their international charitable work of sending recycled independent living equipment overseas.

“To work closely with the board and team on these and many new initiatives and ideas we have will be a true honour and I look forward to seeing the Disability Trading Company and Warrington Disability Partnership continue to go from strength to strength in the coming years.

“Finally, as everyone knows, when Dave asks for your support and input it is impossible to step away;

he is one of the most inspirational men I have met in my career.”

With a shared mutual respect for one another, Dave highlighted a couple of potential points of contention, however, that the two industry leaders may need to overcome as they work together.

“There are two difficult areas that we will need to cross,” stated Dave.

“The first is that he is a staunch Wigan Warriors Rugby league fan and I am a loyal Warrington Wolves Rugby league fan – over the numerous years, we have tormented each other pretty relentlessly over social media so that is certainly one bridge we will need to cross!

“The second, and worst, one is that Andrew is a die-hard Manchester City supporter and I am Manchester United!”

Sports-affinities aside, however, Dave emphasised that with Andrew’s expertise, the social enterprise will continue to define and embed its proposition in the competitive North West of England region.

“It feels a bit like having Alex Ferguson come down to a local football team and say he has a bit of spare time on his hands to do some coaching so we feel very lucky to have him join us,” he added.

“We know our position in the market and we know we are not a sprawling national multi-site retailer. Instead, we are using our strengths and unbridled knowledge and local ties to carve out our niche in the sector and it is great that Andrew has brought into that.

“We are us and Disability Trading Company is a model that will always be centred around valuesbased, ethical trading that supports the vital charitable services that Warrington Disability Partnership provides to so many.”

“…when Dave asks for your support and input it is impossible to step away; he is one of the most inspirational men I have met in my career.”

ANDREW STEVENSON

The Rich List: The rise and fall of stairlift bosses How did the bosses of some of the world’s biggest stairlift companies fare in this year’s Sunday Times Rich List 2020?

John Jakes

The 64-year-old chairman, who now resides in Monaco, has shot up into the upper half of the table, overtaking well-known names such as Iceland’s Sir Malcolm Walker in 491st and Beetle star Sir Ringo Starr in 497th.

Published annually for over three decades, the Sunday Times Rich List uses publicly-available information to rank the UK’s top 1,000 wealthiest individuals and families on the net wealth – excluding bank accounts.

2020

Chairman of Acorn Stairlifts Starting his business as a one-man-band in Bradford in 1992, Jakes has seen the Steeton-headquartered Acorn Stairlifts rise into one of the global leaders for stairlifts.

££

2019

2018 2017 Ranked:

Ranked:

Ranked:

Ranked:

793rd

656th

569th

470th

Estimated net worth:

Estimated net worth:

Estimated net worth:

Estimated net worth:

£140m

£180m

£210m

£279m

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Brian and Alan Stannah Joint Chairmen of Stannah Stairlifts

2018

At the other end of the Sunday Times Rich List are Stannah Stairlift’s joint chairmen and brothers Brian and Alan, along with their family. Founded in 1867, Stannah entered the world of stairlifts in 1975 when the siblings combined Brian’s engineering expertise with Alan’s commercial nous to pioneer its first model.

2017

2019

2020

Ranked:

Ranked:

Ranked:

Ranked:

719th

693rd

760th

783rd

Estimated net worth:

Estimated net worth:

Estimated net worth:

Estimated net worth:

£157m

£171m

£155m

£156m

Richest of the rich Sir James Dyson 2020

2019

Ranked 1st Ranked 5th Estimated net value: £16.2bn Estimated net value: £12.9bn Topping the table in 2020 was Sir James Dyson and his family, the British inventor who revolutionised many household appliances including the vacuum cleaner and hairdryer.

Strong sales in China helped propel Dyson to the richest man in the UK and, according to the Sunday Times Rich List, he and his family now own more land in the UK than the Queen, totalling more than 36,500 acres.

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Location, location, location The mobility retailer, founded in 2001 by Managing Director Philip Purdie, has been based in the Midlands market town since its inception.

Building the company from the ground up at its original head office, the site largely operated as its distribution, service, hire and repair centre, supporting its other two stores in Oxfordshire whilst providing a limited retail presence in Northampton.

After years of steady growth and with a desire to develop its retail space in Northampton, the independent retailer decided the time had come to relocate in 2019.

Finding the right space, however, proved elusive.

“We had been looking for over a year at moving but it had always been difficult to find the right premises,” recounts Miles Pierce, Marketing Manager of Shire Mobility.

“Then, at the end of 2019, this one came up and it ticked all the boxes.

It was a completely empty shell with one big area where we could build the offices and repair areas to the specification we wanted.”

Faced with a blank canvas, the retailer invested in transforming the space into its ideal HQ, ensuring it will be capable of meeting its

Let the Powerpack do the pushing ■ Incredibly easy to fit and simple to remove ■ Designed and made in the UK ■ Range of up to 10 miles

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After almost 20 years growing its business from its former Northampton HQ, Shire Mobility has relocated to a new site within the market town to enhance its front and back of house operations.

Now, boasting a fresh showroom filled with a mix of lifestyleorientated mobility products and more specialist ranges, the retailer is turning its attention to what comes next.

requirements as Shire Mobility grows.

Situated on a prominent position of a main arterial road going through the large East Midlands town, Shire Mobility’s new base now features a bright and spacious front of house retail area with floor to ceiling front windows.

The extra square footage enables the company to showcase its wide product range, covering everything from bespoke and off-the-shelf powerchairs and scooters, to hoists and standing aids, in a comfortable, modern setting.

In addition, the large room now houses the company’s main office to

The unit is located at Unit 6, Beckett Retail Park, St James’ Mill Road, Northampton, NN5 5JW

one side which is completely open to the showroom, complete with a lowlevel counter.

“The new store offers several advantages from our previous location which will benefit our customers,” continues Miles.

“It is easy to find, has free customer parking and is more accessible with level access. The layout is better as well and the additional space makes for a more comfortable retail setting.

“The move will lead to an increase in footfall and sales, as well as giving us the room needed to develop our service and repair side of the business.

“Also, for our colleagues, the new store is a more pleasant environment to work in.”

Pushing ahead with the move despite the current coronavirus disruption, Miles highlights that the company has introduced several COVID-19 Secure measures.

“It’s a big decision for any company looking to move to a new premises and there is really never a good time to move!” he emphasises.

“Before opening the new facility,

“It’s a big decision for any company looking to move to a new premises and there is really never a good time to move!”

MILES PIERCE

we carried out a full risk assessment at the premises, looking at how we can protect both customers and colleagues.

“Sanitising stations are available at the front of the entrance and multiple paths within the showroom area have been created for customer ease and social distancing. Behind the scenes, the office has been set up where possible to give adequate social distancing and movement.

“The measures are constantly looked at and evaluated on a daily basis.”

The relocation is the latest investment in Shire Mobility’s expanding presence in the Midlands and South East, having recently opened a new store in Banbury in October last year.

With three stores and a brand-

new head office under its belt, the company is now looking to the future.

“In the short term, the focus is on surviving the current economic climate!” explains Miles.

“For the medium term though, we will concentrate our effects on establishing the new store and developing the specialist side of the business more.

“The driving force behind our success is simple: we don’t sell a product. Instead, we find the right solution for our customers. We take a consultative approach, developing our specialist side of the business with occupational therapists, care homes and individual bespoke solutions which is what we will continue to do.” www.shiremobility.co.uk

Call to find out more

01787 888 106 Attaches in seconds

or email trade.sales@tgamobility.co.uk www.tgamobility.co.uk QUOTE: THS20

LET’S GET IT CLEAR

Pressure, Shear, and Friction.

What’s the difference, how do they relate, and why should each be managed in their own right?

by Dr Barend ter Haar There has been an awareness for a long time that pressures in the wrong places can lead to damage to skin tissues, with damage generally presenting as pressure ulcers.

With pressure, other damaging influences come into play, such as microclimate, friction and shear.

In this article, we look at what we mean by pressure, friction and shear, and assess the respective influences each of these have on our skin tissues. Along the way, we hope to dispel some of the widely held misconceptions that still exist.

The influence of pressure on the health of our skin has been acknowledged for some time. As a result, what used to be called bed sores or decubitus ulcers became renamed pressure ulcers in Europe and then pressure injuries in much of the rest of the world. However, in recent years, greater awareness of the importance of other external factors, rather than pressure on its own, on the health of our skin tissues has developed – and this has led to increased reference to the more general term of tissue integrity so that all the blame does not lie with pressure alone.

The other external factors that affect tissue integrity include microclimate (heat and moisture), shear forces and friction. These factors do not have an impact without pressure bringing them into

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play, but it is these other external factors which currently are thought to be more influential in affecting the health of the outer layers of the skin, and giving rise Grade 1 and 2 ‘pressure ulcers’.

Thus, we know that ‘pressure’, ‘friction’ and ‘shear’ are important, but frequently these terms are misused. For this reason, an ISO standard (ISO 16840-14) in the wheelchair seating series is being developed to provide definitions for these terms and discuss the implications of each element on skin health. This article presents some of the material from this draft standard and suggestions as to the different effects that each element can have on the skin.

PRESSURE The pressures that we experience on our skin come from the force of gravity pulling our body mass towards the ground and the equal and opposite reaction from the surface that we are standing, sitting or lying on. The amount of pressure we experience depends on the area over which the force is spread.

If you push against the top of a drawing pin with a certain force, that force is spread over a wide area and is acceptable. Whereas, if you apply the same force over the point of the drawing pin, your force is over a very small area and you

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

get a painful hole in your finger!

In seating and bedding, we are trying to spread the forces of gravity over as wide an area as possible to minimise the pressure – a domain in which we use pressure mapping to see where the forces are going.

Pressure can compress various materials, such as our skin tissues, or the materials we are sitting on.

For the amount that something is stretched or deformed, the term strain is used. For the compression that occurs as a result of pressure, this is called axial strain (Fig 1), in that the deformation occurs along the Fig 1. Axial strain axis of the force.

FRICTION Friction is the force that ‘opposes the relative lateral movement of two surfaces in contact’, and, from a seating point of view, can be static (between non-moving surfaces) or dynamic friction. Static friction is what is stopping us from sliding out of our seats and is generally a ‘good thing’. On the other hand, when the forces resisting this lateral movement are overcome, and the surfaces start sliding over each other, the result is dynamic friction, which can damage the surface of skin. Such damage, is sometimes referred to as friction ‘burns’. For example, when people’s feet are dragged across sheets as they are brought to the edge of a bed to help them get out of bed or for turning purposes. Dynamic friction is generally a ‘bad thing’, where kinetic energy is being converted into thermal energy. Friction arises from a combination of ‘inter-surface adhesion’, ‘surface roughness’ and ‘surface deformation’, so what a cushion or bed cover is made of will have a direct effect on the skin.

‘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

experience from the pressure and shear forces illustrated in Figure 2. There is a combination of the compressive forces of pressure creating axial strain and the sideways effects of shear stress creating shear strain.

The axial strain from pressure on skin tissues can slow down the rate of flow in blood vessels and capillaries, and over days, this can lead to cell death. Shear strain distorts the cells and cell walls, and results in cell content leakage and an imbalance of the cell contents, which, in turn, can lead to cell death even more rapidly i.e. in less than a day.

themselves than from pressure alone. Ideally, if the materials that a person is sitting or lying on can absorb or redistribute the axial and shear strains, they should reduce the strains that the skin has to accommodate. Use of a mix of cover materials and deeper bed/cushion materials to redirect the forces to thicker skin areas (e.g. away from the pelvis to the thighs) ‘where the forces can be spread over a larger area’ will be beneficial.

IN CONCLUSION Being aware of the potentially damaging effects that pressure, friction and shear can have on the skin, each in their own and in related ways, and the effects that different support surfaces can have in ameliorating these effects, should lead the prescriber to more appropriate selection of seating and bed materials to meet an individual’s needs.

Fig 2. Left: Pressure at the contact surface (exerted by the cushion on the skin) Right: Shear Stress due to pressure and friction (at right angles to pressure) on the contact surface (exerted by the cushion on the skin)

SHEAR Shear is the sideways force that takes place at right angles to pressure (Fig. 2).

Static friction, Fig 3. Shear strain where skin and support surfaces meet, ‘grabs’ the respective surfaces and distorts the deeper materials sideways: this kind of distortion is called shear strain (Fig. 3).

Thus, the attendant effects of shear strain, alongside the pressures introduced by the effects of gravity creating areas of pressure on the body, have a faster and more damaging effect on the tissues Fig 4. Example of skin deformities resulting from contact surface forces when sitting on a cushion

WHAT’S HAPPENING TO, AND, IN THE SKIN? Figure 4 illustrates the deformities, or strains, that the skin tissues

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RETAILERS BUYING GUIDE

Buyers’ guide to Stairlifts, homelifts and access products

Each month, discover key products from a different segment of the mobility market to consider offering to customers

The Outdoor Bruno Elite Stairlift from Bruno The Elite stairlift has been designed and built specifically for the outdoors to offer a smooth, quiet ride from start to finish, says Bruno.

The marine grade outdoor lift is designed to withstand harsh weather conditions and is performance tested from -15C to +52C. The lift comes as a straight or a custom-made curve. www.bruno.com

Handicare 2000 curved stairlift The curved 2000 stairlift from Handicare is created with ease of use, reliability and safety as priorities.

Suitable for a wide range of homes and user needs, the lifts are made-to-measure so they can travel smoothly around corners, across intermediate landings and even up spiral staircases.

A twin rail system delivers strength and stability whilst enabling tight bends, and, according to the company, the system offers the tightest bend available from any manufacturer, making it an ideal choice for compact stairs and hallways.

The 2000 comes available in three rail colours, with a choice of seats and manual or powered swivel seat and footrest. www.handicare-stairlifts.co.uk

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A FIXED RATE INSURANCE PACKAGE

RETAILER ESSENTIALS Exclusive to Retail Members of the BHTA

COVER INCLUDES ✔ ✔ ✔

Material Damage Business Interruption Employers, Public & Products Liability

Option 1: Excluding Employers Liability - £224 including 12% Insurance Premium Tax

Option 2: Including Employers Liability - £280 including 12% Insurance Premium Tax

REQUEST INFORMATION For more information on our insurance packages, please contact Stephen Aldridge - our Client Director who has worked with BHTA’s members for many years.

E: stephen.aldridge@verlingue.co.uk T: +44 (0) 208 282 8595 W: www.verlingue.co.uk

Cover provided by Markel (UK) Ltd

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.

Authorised and regulated by the Financial Conduct Authority

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RETAILERS BUYING GUIDE

Flow2 from Access BDD

Stiltz Duo Classic from Stiltz The original Stiltz Homelift, the solid-sided Duo Classic is the entry-level product in the Stiltz range.

It can carry two persons between two floors in the home and, at 0.55m², the Classic can fit into almost any home, with the company describing it as the perfect alternative to a stairlift.

The energy efficient homelift simply plugs straight into a standard 13-amp socket, using the same amount of energy it takes to boil a kettle.

According to Stiltz, Duo Classics are frequently chosen as the model when DFG funding is applied for to assist users in making their homes more accessible. www.stiltz.co.uk

Elesse Homelift from Wessex Lifts Designed and manufactured in the UK, the fully compliant (2006-42-EC & BS5900:2012) Elesse Homelift enables any user to operate it unaided, with no pit or step up required.

Describing the homelift as easy to install, the Elesse comes with custom colours, wraps and sizes available. www.wessexlifts.co.uk

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Manufactured using the latest stairlift technology, the awardwinning Flow2 can be installed on almost any type of staircase.

The Automatic Swivel and Levelling technology (ASL) allows the Flow2 to be fitted on stairs as narrow as 610mm. Unique to the Flow2, this ASL feature enables the device to turn while in motion, making it one of the most adaptable stairlifts on the market.

With a wide choice of configuration options, the Flow2 is tailor-made to each individual staircase, providing a versatile home mobility option to meet the needs of any household. www.accessbdd.com

Rapid Ramp from Rapid Ramp The Rapid Ramp, from modular metal ramp manufacturer and installer Rapid Ramp, has a fully adjustable design that can be changed to suit different sized residential and public spaces and buildings. www.rapidramp.co.uk

Handicare Freecurve curved stairlift The Handicare Freecurve is a single rail system tailor-made for each staircase and completely customisable to fit with any home décor style.

Seat options include Classic, Elegance or Alliance, as well as the company’s patented Active Seat, which provides assistance for users needing additional support when getting on or off. In addition, the specially developed Turn & Go Seat is also available for very narrow curved staircases or for people who have difficulty bending their knees.

The system comes with a manual or powered swivel seat and footrest, as well as folding up neatly to leave space free for other stair users. www.handicare-stairlifts.co.uk

HomeGlide from Access BDD HomeGlide is one of the most cost-effective, reliable and easy to install stairlifts in the market today, according to the company.

Access BDD’s entry model in its straight stairlift range, the HomeGlide comes with a manual swivel, padded seat and a heavy-duty drive as standard, with a hinged rail and intermediate park position as optional extras.

The HomeGlide Extra completes the family with a range of optional additions, including a linked footrest and powered swivel. In addition, the company claims its aluminium rail and drive technology remain one of the most reliable in the industry. www.accessbdd.com

Stiltz Duo+ Homelift from Stiltz The curved, clear-sided Stiltz Duo+ Homelift combines practicality and style, complementing both contemporary and traditional home décors.

Comfortably carrying two persons, the quiet and discreet lift boasts subtle in-car lighting for safety and convenience.

Because of its styling, Stiltz says the Duo+ is often chosen by homeowners looking to futureproof their home for the coming years. As a result of its modularity, once building works are complete, Duo+ can install in around a day. www.stiltz.co.uk

RETAILERS BUYING GUIDE

Stiltz Trio+ Homelift from Stiltz This clear-sided, larger Stiltz Trio+ Homelift enables wheelchair users to access all floors of their home with ease.

Highlighting that safety is paramount for wheelchair users, the Stiltz Trio+, with its gently angled access ramp, enables safe travel between floors without the need for highly risky transfers at the top and bottom of the stairs.

The standard Trio+ moves between two floors, however, there’s an option for a 6m, three-stop model.

The Trio+ also has the option of an automatic door and a ThurCar configuration (entry/exit from opposite sides).

Like all Stiltz models, it is freestanding and runs on two vertical rails. www.stiltz.co.uk

Handicare non-handed 1100 straight stairlift Handicare’s next generation straight stairlift is a versatile and stylish model that’s quick to install, reliable and easy to use. Designed to be aesthetically pleasing, the 1100 features smooth and quiet friction drive technology and a toothless rail with no oil or grease so it’s easy to keep clean.

The slimline 1100 is non-handed and available with manual or powered seat and footrest options, making it ideal to hold in stock so dealers can respond quickly, whatever the installation requirements.

It’s also easily upgraded, accommodating users whose needs are likely to change in the future. www.handicare-stairlifts.co.uk

Altura Platinum from Access BDD The newest generation of Access BDD hydraulic homelifts, the Altura Platinum is the latest product to join the company’s premium Altura homelift family.

Built on the foundations of its successful Gulliver & Orion technology, the Altura Platinum is described as the perfect solution for private home and public installations, both indoors and outdoors.

Tailored to match a customer’s requirements and fit into any surroundings, the Altura Platinum offers premium features, comfort and versatility. www.accessbdd.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

TAKE LIFE OUTDOORS Your customers are starting to rediscover the great outdoors. Let them discover the new Breeze range.

Award-winning design, three-wheel and four-wheel models available and a multitude of additional options including solid canopies to suit every lifestyle.

To enquire about the new Breeze range

Call 01787 888 106

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

The UK’s leading range of mobility products since 1985