THIIS June 2019

THIIS Trade Magazine • Issue 249 • June 2019

THIIS Issue 249 June 2019

TRADE MAGAZINE

Providing news and views in the trade since 1999

Regal retail aspirations With four new shops launched and four more to follow in 2019, Middletons discusses its national plans MORE ABOUT…

RETAILER SPOTLIGHT

Handicare

Middletons

also inside...

THE TRADE’S THOUGHTS

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Other levels available include:

Referral Partners

Receive a generous £1000 per lead which results in a sale. Five sales result in an extra bonus!

Premier Partners

Undertake the full sales and installation of a Stiltz Homelift. Marcoms, technical and training support is also provided.

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

Don’t be shy, why not get in touch...

Let’s be honest…

H

aving attended the Handicare Dealer Day in May, one of the things that struck me was the company’s willingness to be honest and open.

In business, transparency is sometimes a difficult thing to glean, mostly because as a company, the image we work so hard to show to the world is that we are perfect – why would anybody want to do business with an organisation that portrayed itself as anything other than perfect after-all?

To bring customers together however to inform them of what is going right and where there needs to be improvement reveals a degree of openness and respect – the building blocks of trust.

It is key to developing fruitful, mutually-beneficial partnerships and after hearing Handicare’s trade results for the year, it is clear that it is an approach that is paying dividends for both the stairlift supplier and dealers alike.

Of course, this does not businesses should rush to air all their dirty laundry to valued customers but a bit more straightforward, sincere communication may just go a long way to establishing successful and profitable partnerships in the future.

One of the new features in the magazine – and a particular favourite of mine – where you can see people’s candid views on topics relating to the industry is our Trade Thoughts section. We are always happy to hear from more contributors so if you are interested in getting in touch to share a thought or opinion about our monthly trade topics, simply get in touch with me and I would be happy to tell you more.

Editor

Calvin Barnett 01933 278086 newsroom@thiis.co.uk

Advertising

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

Calvin Barnett Editor

Sub-editor

Sarah Sarsby sarah@thiis.co.uk

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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

52 A powerful need for regulation?

Features 8 Rising and falling in the rich list 38 Grand national plans 50 Is 90 degrees a right angle?

Regulars

6 Stepping into a distributor’s shoes

18 More about…

26 Trip down memory lane 34 The OT’s Perspective 38 Retailer Spotlight

60 Retailers’ picks

48 Trade thoughts…

60 Retailers’ Product of the Month 64 Recruitment 65 Training Diary 4 | www.thiis.co.uk

34 The OT’s Perspective

18 Handicare Dealer Day

RETAILER STEPS INTO DISTRIBUTOR’S SHOES With over four decades of experience as a retailer, Northamptonbased Oakley Healthcare has recently decided to branch out and try its hand at distribution, having recently taken on specialist shoe brand Sandpiper. THIIS caught up with Oakley Healthcare’s owner Phil Stanton to find out more about the decision to diversify.

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Sandpipers new footwear display system, ranging from a single 1200mm wide board, to multiple boards - is now being installed across its stockist network

O

riginally launched as a second-hand bike shop before gradually moving into the mobility market in the 1990s and 2000s, Oakley Healthcare made the decision in 2011 to shift exclusively into mobility retail market, moving to a 4,000 sq. ft showroom.

Selling a wide range of mobility equipment, including the specialist

and have always been impressed with the quality and function of the footwear for our mobility retail consumers.”

The first time stepping into a distributors’ shoes, Phil says he is confident he’ll be able to breathe new life into the footwear range and having been a trade customer, has a good idea of the service retailers need.

“We felt that by getting involved with Sandpiper, we could bring fresh ideas and by utilising our experience as a Sandpiper customer, improve the service offered to other mobility outlets stocking the brand,” he continued.

“It’s certainly something new for us! However, it’s great to now be working as a combined team of Sandpiper and Oakley personnel to establish manufacturer relationships and continuing the supply of great products.”

Taking the brand forward, the new distributor highlighted Sandpiper will retain its firm focus on comfort, quality, functionality and customer service, however, outlined a change in market strategy.

“In the last couple of years, the Sandpiper range had expanded to include footwear aimed at traditional high street footwear retailers but

“With much more of a mobility-centric viewpoint for Sandpiper, we are looking to improve the current stockist network across the country.”

PHIL STANTON

shoe brand, the family-run retailer acquired Sandpiper from its parent company Railtons in April 2019.

Discussing what motivated the acquisition, Phil told THIIS: “We were presented with the opportunity and felt it would be a good investment within the industry. We have had experience as a mobility retailer selling Sandpiper footwear for over 10 years

these have been phased out and our complete focus will be the ExtraWide and Ultra-Wide footwear, aimed squarely at the mobility sector,” explained Phil.

“Obviously, all changes take time but in the medium- to long-term, we hope to consolidate the best elements of the Sandpiper business and improve the areas of weakness to

help it work in a more streamlined and effective way. This will work in tandem with our current mobility outlet in Northampton.”

In particular, one element that Phil was keen to preserve was the staff at Sandpiper and their expertise.

“Something we thought was important for a smooth transition period and for the Sandpiper brand going forward was to try and keep the majority of the key personnel in place so mobility customers should notice relatively little difference day to day,” he emphasised.

“Team leaders from Customer Services, Marketing and Operations are still with the brand despite the move to our premises in Northampton.”

Benefitting from his experience and understanding as a mobility retailer, Phil stated that whilst current Sandpiper stockists shouldn’t notice too many immediate changes, other than a different address on paperwork, the company will be focusing on supporting and developing its retail network going forward.

“With much more of a mobilitycentric viewpoint for Sandpiper, we are looking to improve the current stockist network across the country,” he finished.

“We are working to install new footwear displays in many of our current mobility stockists to help push their sales forward and improve the look of the brand and products in store.

“Other planned changes to procedures and operations internally should also result in better service for our mobility customers in the months ahead.”

To find out more information, Sandpiper Shoes can be contacted at sales@sandpipershoes.com or 01295 277377 www.sandpipershoes.com

www.thiis.co.uk | 7

STAIRLIFT BOSSES RISE AND FALL IN RICH LIST Both Acorn’s and Stannah Stairlifts’ bosses have made it into the Sunday Times Rich List for 2019, ranking the top 1,000 wealthiest people and families in the UK.

P

roduced annually since 1989 and updated in April, the Sunday Times estimates individuals’ and families’ net wealth

from different, publicly-available information, which excludes bank accounts as the editors have no access to.

Brian and Alan Stannah celerbrating the company’s 40th birthday

ACORN STAIRLIFTS’ JOHN JAKES 2017: 793rd (Estimated net worth: £140m) 2018: 656th (Estimated net worth: £180m) 2019: 569th (Estimated net worth: £210m)

Leaping an astonishing 224 places in the rich list standings in just two years, Acorn Stairlifts’ Jakes net worth has jumped as Acorn’s sales have continued to rise, particularly in North America, where it generates twothirds of its revenue.

Alongside Acorn Mobility’s thriving

activities, Jakes, who now resides in Monaco, owns a four percent stakes in funeral director Dignity, worth £20million, alongside large dividends and a considerable property portfolio.

STANNAH STAIRLIFTS’ BRIAN AND ALAN STANNAH 2017: 719th (Estimated net worth: £157m) 2018: 693rd (Estimated net worth: £171m) 2019: 760th (Estimated net worth: £155m)

Stannah’s brothers have dropped down 67 places since 2018 following the stairlift manufacturer’s profits halving in 2017 to £5.8million on £251.3million sales.

According to the time, it is the company’s net assets of £118.2million which led the Times to reach the

valuation of £130million, with the brothers’ past salaries and dividends adding £25million to make up the £155million overall wealth.

Where are the richest located?

Who topped the charts?

United States: 463 billionaires worth £2,374billion China: 294 billionaires worth £975billion UK: 151 billionaires worth £525billion Germany: 116 billionaires worth £483billion

Industrialist Hinduja brothers, Gopi, 79, and Sri, 83, along with brothers Prakash, 73, and Ashok, 68, together control more than 50 companies with a total turnover of nearly £40bn in 2018.

8 | www.thiis.co.uk

£££

Features • • • • • • • • •

new to the market

Dealer feedback results in Cosi Chair update

www.electricmobility.co.uk

Previously only available from stock on the Jubilee Cosi Chair, Electric Mobility is now providing a Lateral Back option from stock on its Medina Cosi Chair riser recliner.

A mid-range, dual-motor riser recliner with a 25stone weight limit, the Medina will now benefit from the Lateral Back’s enhanced comfort says the company, providing users with support on either side thanks to the winged effect.

Anthony Thresher, Cosi Chair Product Manager, commented: “We regularly had dealers asking us if we were adding another Lateral Back option to our extensive range of stocked chairs and now, we have.

“Adding this option on the independent dualmotor riser recliner not only adds variety to your showroom, but also allows you to demonstrate each of the three backs on this dealer favourite Cosi Chair.”

Available in three sizes and with stocked cord or spray fabric options in mink, oatmeal, plum or cocoa colours, dealers can place orders for next day delivery or made to order.

For more information, contact the Customer Service Team on 01460 258120.

NEW SEATING RANGE FOR CARE MARKET SEEKS DISTRIBUTORS Yorkshire-based Apollo Healthcare Technologies has unveiled a new range of care chairs and is searching for distributors to bring the products to the care market.

Aiming to avoid an overtly clinical look, the new Apollo Integral Care Chair and Integral Air Lift have been created for care environments, focusing on a compact and easy-to-use design that is cost-effective to meet healthcare providers’ budgetary needs.

Denise Sedgwick, Sales Manager for Apollo Healthcare Technologies, told THIIS: “Following a long period of research and development, and our constant changes and improvement of the initial design, we have finally found a range of chairs that meets both with our approval and the specific needs of our seating specialists nationwide.”

Available immediately from stock says the company, Apollo is seeking distributors to introduce the range to the nursing and care home sector.

“Our business model ensures we only develop proven, strategically placed distributors and offer our best price possible to negate ‘price-wars’,” emphasised Denise.

To find out more, contact sales@appolo-ht.co.uk or call 01924 614567 www.apollo-ht.co.uk 10 | www.thiis.co.uk

SHINING KNIGHT ARRIVES

Taking control with facial expressions

A

n innovative powerchair control system that enables users to control their chair with their face is being supplied in the UK by Precision Rehab.

Created by Now Technologies, the Gyro Glory allows wheelchair users to operate their chair using their eyes, cheeks, mouth and any other part of their face they can move via a headset, which connects to the chair by Bluetooth.

In situations where there is the possibility of Bluetooth connectivity interference, the headset can also be connected directly to the chair with a cable, simultaneously charging the headset.

Matthew James, Director of Precision Rehab, commented: “Some of our clients have extremely complex needs and a product such as this will provide them with an increased level of independence, even those with the most restricted level of movement.”

Featuring a built-in tremor filter to compensate for involuntary movements, the headset has a 20-hour battery life and can also be used to control computers and tablets.

The Gyro Glory headset is compatible with all powered wheelchairs available from Precision Rehab says the company.

Announcing the arrival in dramatic fashion with its modern marketing campaign, Drive DeVilbiss has officially launched the Knight ElectroFold scooter.

Available in ‘Knight Black’ or ‘Armour Silver’, the Knight folds in 12 seconds and includes a number of unique features, including keyless ignition and its Laser Drive Technology which provides a steering guide for users when driving.

In addition, the lithium powered scooter also boasts a new digital LCD control panel displaying odometer, time and temperature, in addition to the standard battery gauge and low/high speed settings.

With a maximum weight capacity of 120kg, the Knight also comes with bright LED Drive Vision lighting front and rear lighting and a security key system, featuring 1m proximity. www.drivedevilbiss.co.uk

www.precisionrehab.co.uk

Please contact us for our trade catalogue: www.classiccanes.co.uk

diary dates June 12, 2019 Hallmark Hotel, Cambridge – OTAC www.otac.org.uk or 02921 900402 June 17-18, 2019 COT Annual Conference – ICC Birmingham www.cotannualconference.org.uk June 26 - 27, 2019 Health+Care – Excel London www.healthpluscare.co.uk July 4, 2019 Kidz to Adultz Wales & West – Bristol www.kidzexhibitions.co.uk July 10, 2019 Hilton Hotel, Reading – OTAC www.otac.org.uk or 02921 900402 July 15 - 17, 2019 Posture & Mobility Group Conference - Telford International Centre, Shropshire www.pmguk.co.uk July 14, 2019 28th Disability Awareness Day Walton Hall and Gardens in Warrington www.disabilityawarenessday.org.uk September 11, 2019 Hilton Hotel, Southampton – OTAC www.otac.org.uk or 02921 900402 September 18-21, 2019 Rehacare – Dusseldorf www.rehacare.com September 18-19, 2019 The Emergency Services Show 2019 - NEC Birmingham www.emergencyuk.com October 9-10, 2019 The Care & Dementia Show – NEC Birmingham www.caredementiashow.com October 22, 2019 Hilton Hotel, Newcastle – OTAC www.otac.org.uk or 02921 900402 November 6, 2019 Mercure Maidstone - Great Danes Hotel, Kent – OTAC www.otac.org.uk or 02921 900402 December 4, 2019 Llechwen Hall, Cardiff – OTAC www.otac.org.uk or 02921 900402 January 22, 2020 Midlands – OTAC www.otac.org.uk or 02921 900402 January 27–30, 2020 Arab Health - Dubai World Trade Centre www.arabhealthonline.com February 5, 2020 Llanelli, Wales – OTAC www.otac.org.uk or 02921 900402 March 3-5, 2020 Medtrade Spring - Mandalay Bay Convention Centre, Las Vegas www.medtrade.com March 4, 2020 Kidz to Adultz Middle – Coventry www.kidzexhibitions.co.uk March 17 - 18, 2020 Naidex – NEC, Birmingham www.naidex.co.uk April 1 – 2, 2020 Med-Tech Innovation Expo 2020 – NEC, Birmingham www.med-techexpo.com April 22, 2020 Leeds – OTAC www.otac.org.uk or 02921 900402 May 13, 2020 Exeter – OTAC www.otac.org.uk or 02921 900402

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round-up

TV actor lends star power to Saddle Seat Having appeared on the small screen for over two decades on popular shows including The Bill and Clink, TV actor Trudie Goodwin is now to be the face of the Bambach Saddle Seat after testing and purchasing the product from Fortuna Mobility.

Discussing why she opted for the seat, Trudie explained the decision was driven by a desire to avoid future back issues after facing problems with her back in the past, as well as retain good posture.

Working to relieve back pack and eliminate future posture-related issues, the Bambach Saddle Seat’s design helps a user’s spine maintain a healthy ‘S’ shape, unlike conventional seats which cause the spine into an unhealthly 'C' shape.

Fortuna, the UK distributor for the product, began selling The Bambach Saddle Seat in 2018 in response to many of its customers suffering with back issues.

Elaine Ferguson, Mobility Services Manager at Fortuna said: “We're delighted that Trudie has decided to use one to avoid future back issues and will be encouraging others to do the same." www.bambach.co.uk

round-up

EFOLDI PREPARES TO KICKSTART PRODUCTION

Essential mobility retailer insurance cover launches

No stranger to crowdfunding, eFOLDi is going back to the tried and tested fundraising channel to raise additional finance to put its new folding scooter into mass production.

Designed by Sumi Wang, MD of eFOLDi, and her father and inventor Jianmin Wang, after the latter broke his leg in 2012, the company launched the first model of its folding mobility scooter in 2017.

In spring 2018, eFOLDi secured a substantial £1,146,200 investment after its crowdfunding campaign proved a runaway success, with the company using the funds to develop its new Mark 2.0 model.

Consisting of 200 components, the Mark 2.0 features a comfortable foot platform; improved braking; and a lighter, sub-15kg carrying weight thanks to a magnesium frame, according to the company.

Additionally, the mobility scooter includes removable rear wheels and battery, reducing the weight further to around 12kg - markedly lighter than the eFOLDi Mark 1.5.

Confirming it now has a fully tested prototype, eFOLDi says it is planning to launch a short Kickstarter crowdfunding campaign to finance the tooling and manufacturing preparation needed to produce at scale, as well as secure firm pre-orders.

he British Healthcare Trades Association (BHTA), in collaboration with ICB Group, has launched a new fixed-rate insurance package available exclusively to its retail members.

Aimed at smaller retailers that require essential cover without unnecessary costly extras, the new BHTA package – starting at £224 - includes cover for material damage; business interruption; and employers, public and products liability.

David Widdick, Director of Business Development for ICB Group, commented: “We identified that a more specialist insurance package is required for smaller retailers that need a competitive policy providing truly essential cover that also does not charge for additional insurance elements that many retailers do not need.”

Retailers not part of the BHTA wishing to find out more can contact Business Development Manager Karim Uddin at Karim.Uddin@bhta.com or on 020 7702 2141.

BHTA members that are interested in the package are advised to contact ICB’s Grant Pye at Grant.Pye@icbgroupuk.com or on 020 8282 8510.

www.efoldi.co.uk

T

LINING UP TO BREAK A RECORD An event to try and break the Guinness World Record for the longest continuous moving line of manned wheelchairs is taking place in Kent, Canterbury on August 17th.

Jane Crammond, 52, who has been a wheelchair user for the last four years, is aiming to get a minimum of 352 people together to beat the current record of 351, set in Minnesota, USA, back in May 2015.

Currently sponsored by Triride, the event is aiming to raise money for Children in Need and will see hundreds of wheelchair users take part, presenting an opportunity for mobility retailers located in the region.

For more information, contact Jane at janecrammond1966@gmail.com www.jointheline.org.uk

14 | www.thiis.co.uk

WE DELIVER YOUR PROMISES We are a nationwide delivery company based in the heart of Yorkshire. We specialise in the delivery, installation, demonstration, handover and testing of all types of healthcare products.

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CONTACT US TODAY ON 0330 445 0099 SPECIALISTS IN HEALTHCARE LOGISTICS

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focus

MERGERS, ACQUISITIONS AND INVESTMENTS Major prosthetic acquisition to unravel

A

n anticompetitive challenge by the US Federal Trade Commission (FTC) regarding Ottobock North America’s acquisition of Freedom Innovations has been upheld by Administrative Law Judge D. Michael Chappell.

The acquisition of California-based Freedom Innovations - the number three player in the US prosthetic market – by Ottobock – the number one player – was completed in September 2017.

The FTC however challenged the merger, arguing it would create an anticompetitive position within microprocessor-controlled knee products for patients.

The Judge’s Initial Decision on the matter was released on the 7th May, recommending divestiture.

If the decision becomes final, Ottobock North America will be required to divest Freedom Innovations to an FTCapproved buyer within 90 days.

A statement from Dave Reissfelder, CEO of Freedom Innovations, said: “It is important to know that this latest development is just that – a development in the case. It is not a final decision and it does not decide the ultimate outcome of the case.”

Ottobock expressed disappointment over the Judge’s ruling and asserted it “will continue to work in a collaborative manner with the FTC to promptly reach a mutually beneficial resolution.” www.ottobock.com

UNITED CARE ACQUIRES OPEMED With manufacturing facilities in the UK and Netherlands, Surrey-based OpeMed’s outstanding shares having been acquired by Dutch manufacturer United Care.

Founded in 2008 and selling its bespoke moving and handling equipment both direct and through dealers in the UK, OpeMed says the move will help fuel both companies’ global ambitions.

Jan Stevenson, Managing Director of United Care, commented: “We are delighted to have purchased the remaining shares in OpeMed and look forward to working with the existing team in implementing our systems and processes to allow United Care and OpeMed to grow even further as the leading player in patient transfer both in the UK and internationally.”

The move will provide United Care with a UK, European and global platform, with the company planning sales offices and warehousing in the UK. Nick Kent, Managing Director of OpeMed, finished: “This exciting investment will allow OpeMed to grow from strength to strength in the next stage in its development and the team, including myself, are pleased to be playing a key part in the growth for years to come.” www.opemed.net

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more about…

Handicare’s dealers gathered under the sun to learn more about the supplier’s plans for the future

HANDICARE’S DEALER DAY 2019 When people talk about corporate culture, it can seem like a rather lofty academic idea discussed in business classes, textbooks and lecture halls.

Listening to the impassioned speeches and seeing the genuine enthusiasm demonstrated at Handicare’s Dealer Day in May however, it was clear to all in attendance that corporate culture is certainly not just an abstract concept.

Covering this year’s annual event, THIIS discovered how Handicare is aiming to reach new heights with its dealers through an enhanced incentive program, new product innovations and sharing best practice.

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BUILDING ON “ONE-FAMILY” It is rare for a supplier in any industry to invite all of their top dealers to speak frankly and honestly with them, addressing points of contention head-on. It is rarer still to do this whilst inviting the trade press into the midst to report on the occasion! Never afraid to address the elephant in the room however, Handicare discussed the year’s highs and lows with its key partners at the prestigious De Vere Beaumont Estate in Windsor.

Now a staple in the diary for those who supply or install Handicare stairlifts in the UK and Ireland, the annual dealer day has proven itself to be one of the must-attend events in the trade calendar, providing informative, educational and entertaining content to satisfy all attendees.

Whilst 2018’s event firmly set out to address dealer concerns relating to Handicare’s direct-selling operation Companion, 2019 struck a markedly positive tone, highlighting Handicare’s success across the board and the significant part dealers had played in helping to achieve it.

At this year’s event, product innovation and dealer relationships dominated the conversation, with the stairlift manufacturer confirming that it had managed to secure significant market share over 2018 following its commitment to the “one-family” concept.

Working towards the goal of being the worldwide market leader, the company says it has focused on breaking down silos that existed to create one whole organisation, implementing smarter communications between customers, as well as more effective price promotions and deals for trade customers at the right time.

TRIUMPHANT TRADE NUMBERS Attributing the significant growth across its dealer network to its ‘one family, stronger together’ concept that Handicare launched in 2018, Clare added: “The results that we have had haven’t just happened because we have all just sold more. They have happened because we are all,

“The elephant is well and truly out of the room.

We have had a fantastic year and this is thanks to all of you.”

CLARE BROPHY

According to Handicare, the result of its renewed and targeted commercial strategy was a nine percent sales growth in the UK, rising to a turnover of £62million, whilst the Group’s total accessibility sales generated £189million, of which £148million was stairlifts.

Delighted with the stairlift growth in the UK, a market considered mature, an enthused Clare exclaimed: “We are taking more of this market. We are taking that market share away from our competitors and that makes me very proud.”

collectively, making this market ours.”

Elaborating more on the Handicare’s dealer performance, Paul Stockdill, National Sales Manager of Handicare UK, explained: “We did £62million as an organisation in the UK last year which is fantastic growth and 26 percent of that came from trade sales.”

Helping to support the trade sales, Paul mentioned that the company is investing more into building its brand online amongst end-users, expanding its social media presence, as well as creating a brand-new collection of point-of-sale materials.

POWER PERFORMANCE Recently made responsible for all Handicare stairlift operations in Europe and Asia Pacific, Clare Brophy told dealers: “The elephant is well and truly out of the room. We have had a fantastic year and this is thanks to all of you.”

HANDICARE UK SALES GROWTH 2018 9% in 2018 £62million

Dealers are shown a demonstration of the new 1100 stairlift

www.thiis.co.uk | 19

more about…

With the addition of customer service expert Patrick Dignan to the Handicare fold, Paul also noted that the company is working to improve its customer journey following feedback from dealers.

DEVELOPING DEEPER DEALER RELATIONS As a result of the climbing dealer sales, Handicare has launched a new level to its successful partner programme, marking the start of the scheme’s sixth year.

tier and become an elite partner,” explained Paul.

By 2019, ‘elite’ dealers had skyrocketed to 26 whilst select dealers only declined to 55, accentuating that the number and quality of dealers the stairlift supplier works with had increased over the loyalty scheme’s five years.

“I was a bit sceptical of this partner programme when I first joined,” commented Paul.

“I think reflecting on what we have achieved in five years, it is

“We are on a journey to innovate and we are on a journey to listen to you. We want you to tell us what you want.”

CLARE BROPHY

Originally launched in 2014 and consisting of 66 ‘select partners’ and eight ‘elite partners’, Handicare revealed that its new ‘prestige’ level was the result of its ‘elite’ level no longer feeling ‘elite,’ due to the number of dealers that had reached the upper criteria.

“One thing that has really surprised me in the two and half years I have been here is the absolute desire for you guys to move up to that next

phenomenal. I was wrong – we were right to put this programme in place and now it is about taking it to the next level and reaching for new heights.”

In addition, the company announced its new incentive scheme, the ‘Everest Challenge', with dealers in with a chance to win impressive prizes for reaching specific sales figures relating to the Handicare’s new 1100 stairlift.

“Although we do not get it right every single time, I am happy to stand

Awards season In the evening, Handicare celebrated and rewarded its highest performing dealers at a black-tie dinner, hosted by special guest speaker Ant Middleton - best known as the Chief Instructor from Channel 4’s SAS: Who Dares Wins – marking the start of the company’s ‘Everest Challenge’.

Praising dealers growing stairlift sales profitably, winners were announced over a memorable three-course meal which saw three tenors compete in a sing-off to the surprise and delight of attendees, helping the evening hit a particularly high note.

2019’s award-winning Handicare partners: Select Dealer of the Year: TPG DisableAids Elite Dealer of the Year: Dolphin Lifts (Midlands) Growth Award: Beechfield Healthcare Prestige Dealer of the Year: Ableworld Handicare’s Dealer of the Year: Pollock

Handicare’s award-winning dealers

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more about… here today and say, we did, in 2018, become stronger together,” declared Paul, “and long may it continue.”

about this product and I believe the new features are going to allow our businesses to reach new heights.”

UK trade sales growth

DECLARATION OF INNOVATION Touching on building stronger partner relationships and striving to perfect product quality as two key goals for Handicare in the future, Staffan Ternström, Handicare’s CEO and president who joined the business in August 2018, stressed the company’s renewed commitment to product development.

“Yes, we have a growing portfolio but we are not happy with that,” the Swedish CEO said.

“We think we need to refresh that portfolio, work smarter and be better with component handling whilst also build in innovation that could benefit

HONESTY IS THE BEST POLICY Demonstrating the level of respect the stairlift supplier has for its dealers and the trust it has in the strength of its partner relationships, Handicare was also forthcoming with identifying key areas where development was needed inside the organisation and what it was doing to improve.

Empathising with dealers’ demands for products that are reliable, good value and delivered when they say they’ll be delivered, Handicare’s Group Executive Vice President of Operations Peter Slack addressed quality issues that had affected dealers and detailed what had been done to fix it.

2016: 8%

“We did £62million as an organisation in the UK last year which is fantastic growth and 26 percent of that came from trade sales.”

PAUL STOCKDILL

you and the way you deal with our products and then, ultimately, our end-customers.”

Continuing with Staffan’s declaration of innovation, Clare commented: “We are on a journey to innovate and we are on a journey to listen to you. We want you to tell us what you want.”

In particular, she emphasised the company’s wider product range, including moving and handling equipment, through-floor-lifts and bathing, stating: “We want to have portfolio where you don’t need to go to anywhere else, you just want to work with Handicare because you get the best product, the best service and the best price.”

On the day, Handicare had a raft of new products to showcase to dealers, including its new 1100 stairlift with power options and the latest iteration of its photo survey tool Photo Survey 4D. Commenting on the new 1100 stairlift, Paul said: “I am really excited

22 | www.thiis.co.uk

Additionally, despite impressive growth across the board, Clare candidly told dealers: “I will never stand up here in front of you with rose-tinted glasses and think we are perfect, because we are not.

2017: 5% 2018: 26% “I know we need to do more with communication, I know we need to do more with tech support and I know we need to do more with quality.”

Undeniably, it takes courage to stand up in front of a room full of customers to admit to failings, however, it is that very willingness to keenly tackle and resolve the concerns of its dealers that Clare says sits at the heart of Handicare’s culture.

“I think if there is one thing that does absolutely put us ahead of our competition, it is our customer service,” she asserted.

“We are absolutely obsessed with trying to get it right.”

In a world where getting a straight answer can seem an impossible task, it was Handicare’s honesty that a number of dealers on the day commented they appreciated, acting as an example for other suppliers working to establish long-term trade partnerships. www.handicare.co.uk

Handicare’s CEO Staffan Ternström, Paul Stockdill and Clare Brophy going for gold with Handicare’s 1100 stairlift

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Power player enters the straight stairlift market

H

aving debuted the 1100 manual stairlift at Rehacare in September 2018, Handicare announced the official UK launch of its “non-handed” straight stairlift with powered options – power swivel and power footplate – to its dealers at this year’s Dealer Day. Having field trialled the product, stairlift specialist N-Able’s Adam Jefferies highlighted how the nonhanded aspect of the product allows for the dealer to order in bulk and respond to installation requests quicker.

In addition, the new stairlift is able to automatically detect if it has been installed on the left or the right of hand of the stairs, saving engineers from having to do any rewiring, as well as boasting a tooth and grease-free rail which the company says is the slimmest on the market.

ADDING A NEW DIMENSION TO STAIRLIFT MEASUREMENTS In addition to Handicare’s new 1100 stairlift development, the company also showcased and demonstrated its photo survey tool PhotoSurvey4D. According to the company, the measurement tool allows dealers to complete an average staircase measurement within 10 minutes, before showing the end-user what

24 | www.thiis.co.uk

the stairlift will look like in their home virtually.

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20 years of THIIS

A TRIP DOWN MEMORY LANE The Homecare Industry Information Service (THIIS) is 20 years old in 2019!

For the last two decades, THIIS has been keeping the trade in the know with the latest news, views, products and jobs in the industry. Over 2019, THIIS is looking back at some of the interesting, impressive or surprising stories featured in past issues that have shaped the industry into what it is today.

ASM CLOSE DOORS

In 2012, THIIS reported that a creditors meeting had been held for ASM Medicare, a company based in the North West that had been in existence for some 60 years and employed around 35 people that manufactured a range of mobility aids.

Brian Guest, Finance Director told THIIS at the time that the company had experienced the toughest trading conditions for some three years prior to the insolvency.

“It’s highly unlikely that the company will start trading again” he said. “The price of imports has placed huge pressure on UK manufacturing and we have struggled for the past few years.”

JUNE 2013 26 | www.thiis.co.uk

JUNE 2012

PRISM PARTNERSHIP PROMOTES OT SERVICE

Looking for a means to add more value to its local authority and care home clients, this reported on Prism Medical UK’s partnership with Able 2, a specialist OT service provider.

Aiming to assist clients with short- and long-term OT planning requirements, the strategic partnership was the result of increasing levels of customer requests noted Prism’s MD Marshall Reid at the time.

Less than 12-months later, Prism Medical UK underwent an MBO in April 2014, backed by private equity firm LDC. In December 2018, the company was sold to Limerston Capital, having achieved over £40million in turnover.

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20 years of THIIS A CLEAR GOAL TO GROW Following a £300,000 investment secured by South East-based mobility retailer Clearwell Mobility in May 2014, THIIS covered the company’s big plans in the June issue.

The company, which at the time had six stores, intended to use the funding to invest in new stores in the region, expanding to 14 in total.

Established in 2004 by husband and wife team Duncan and Natasha Gillett with a single showroom in Brighton, company MD Duncan told THIIS that bringing investors on board was always part of his plans for the company.

Five years on, the retailer now has 12 shops across the South East, employing 80 people and boasting an annual turnover of £5.3m.

JUNE 2014

“We’ve issued new equity in the company and that’s been acquired by two investors who are both high net worth individuals. They are not going to take an active participation in running the company so they are looking for us to deliver the business plan we’ve sold to them.”

DUNCAN GILLETT, MANAGING DIRECTOR OF CLEARWELL MOBILITY, IN JUNE 2014

JUNE 2015

MILLBROOK MOVES INTO MOBILITY RETAIL In 2015, THIIS took a trip to Millbrook’s mi-life showroom in Coventry, one of many stores the community equipment provider was launching as part of its new retail concept.

Speaking with MD Phil Campling at the time, he explained the development of retail outlets was connected to the company’s growth of contract business, with the aim of reaching more self-funders.

Based at the organisation’s service depots, the Mi-Life stores were designed to be fresh, colourful and modern, however, over a year ago, Millbrook ceased its retail operations.

“I don’t see any reason why we can’t open standalone stores in the future, as long as we are able to deliver a service under a recognisable brand that people will trust to come to.”

PHIL CAMPLING, MANAGING DIRECTOR OF MILLBROOK, IN JUNE 2015

28 | www.thiis.co.uk

20 years of THIIS

JUNE 2017

AJ WAY BECOMES INDEPENDENT

A SHINING EXAMPLE OF MERCHANDISING Featured on THIIS’ front page of the May 2016 issue was a rather unique and extravagant mobility scooter taking pride of place in the showroom of famous and prestigious London retailer John Bell & Croyden – pharmacist to none other than the Queen.

The pharmacy, first opened in 1798, redesigned its showroom the previous year with a complete modern refurbishment and marked the refit with a Sportrider scooter sporting 70,000 Swarkovski crystals and 24ct gold plating.

JUNE 2016 30 | www.thiis.co.uk

In June 2017, THIIS revealed that Direct Healthcare Group acquired Kirton Healthcare, however, did not include AJ Way & Co in the sale.

Becoming an independent company owned by MD Tony Mercer, Bryn Jones and Mike Lord, with continued backing from private equity firm NVM, Tony said changes to the manufacturing process would be implemented to enable the 81-year-old British manufacturer to compete in the competitive seating market place.

In November 2018, Tony regretfully announced AJ Way was to close, with the MD highlighting that despite the changes, manufacturing costs and overheads were not reduced significantly enough, resulting in margin erosion and a loss-making business.

“With importer riser recliner chairs selling for as little as £250 via the internet, there is an increased need to supply high street retailers with locally manufactured, feature-rich, highquality products.”

TONY MERCER, MANAGING DIRECTOR OF AJ WAY IN JUNE 2017

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JUNE 2018

MPS MOUNT PRESSURE ON MOTABILITY Having been accused of accruing £2.4bn in reserves and paying its CEO £1.7million back in 2017, Motability Operations came under fire from MPs questioning the very structure of the lease scheme in June 2018.

An inquiry by the Treasury and Work & Pensions Committees unanimously agreed that the pay of top executives was unacceptable and the organisation’s excessively large reserve funds were disproportionate in comparison to the limited risk it faced, given its privileged market position.

Following the findings, MPs called for an inquiry by the National Audit Office into Motability. The NAO released its report in December 2018, exposing the hefty remuneration package enjoyed by Motability Operations’ CEO Mike Betts, found to be worth £2.2million by 2022.

On the same day as the NAO’s report came to light, Mike Betts announced he was stepping down as CEO.

“It seems that Motability may have lost its way.

DWP should ask the NAO to carry out a full inquiry into the value for money of the Motability Scheme.”

NICKY MORGAN MP, CHAIR OF THE TREASURY COMMITTEE, IN JUNE 2018

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OT perspective

LIFTING THE LID ON TOILETING AND CONTINENCE Explaining what healthcare professionals consider when it comes to toilet use & continence, Stuart Barrow examines how this could help shape which products retailers decide to stock on shelves and what advice they provide to customers.

F

urther to writing about these issues last October in THIIS Magazine, in this article, I will split and address toilet and continence issues individually, provide some useful signposting, as well as give general advice to support you in supporting your customers.

CONTINENCE What types of incontinence should we be aware of?

• Stress incontinence. Urine leaks at times when your bladder is under pressure laughing can cause this • Urge incontinence. A sudden, intense urge to pass urine • Overflow incontinence. This is often referred to as urinary retention, when you’re unable to fully empty your bladder, causing frequent leaking • Total incontinence. The bladder can’t store any urine at all, which causes you to pass urine constantly or have frequent leaking

What are the possible solutions to incontinence?

1. Lifestyle changes, i.e. a reduction in alcohol intake 2. Reduction in weight 3. Reduction in caffeine 4. Pelvic floor exercises taught by a professional (like a physiotherapist) 5. Bladder training (input from continence nurse/specialist required) 6. Medication 7. Surgery Continence key questions Toilet use is something that we ALL have in common, no matter whether we have a disability or not and because we understand it, we know how crucial it is to make sure that the people we help are able to do what they need to do as easily and hasslefree as possible.

Because it is so fundamental, and so personal, you may wish to offer a private area to discuss with your customers within your show rooms the following questions:

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1. Do you manage your continence?

2. Do you need assistance to manage continence, bowel or bladder?

3. Do you use equipment to assist with your continence?

(N.B. When assessing a person fully clothed, you cannot now usually spot a stoma bag or know that there are issues, thus without asking and then observing vital information about how a person manages themselves can be missed) If the client identifies continence issues, always ask if they are involved with an incontinence nurse.

Sometimes – despite many issues – a client won’t be. This could be because of embarrassment, a poor GP relationship which means the issue is never discussed or they’re simply not aware services and support exist.

A sign there is an issue is a client self-funding their continence pads.

If continence issues are being managed appropriately, either privately or through the NHS / GP services,

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Helpful continence resource Managed by a team of Specialist Nurses and Continence Product Information staff, Bladder and Bowel UK, part of Disabled Living, have a good website https://www.bbuk.org.uk/, with questions around products or continence. The organisation can also be contacted via a helpline 0161 607 8219 or email bladderandboweluk@ disabledliving.co.uk you may wish to offer a home visit to discuss and observe your customer in their home environment so that you can see what products you have that may assist them.

Key Products Running through the Disabled Living supplier directory’s incontinence category could be helpful and enable you to source products for your client: https://supplierdirectory.disabledliving. co.uk TOILETING Home visit If your client’s continence needs have been met but they are struggling with toilet use, a home visit is a good idea.

You may offer this service free or depending on the issues discussed within your outlet or shop, you may suggest a joint visit with a statutory services Occupational Therapist, nurse or private nurse or Occupational Therapist.

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www.thiis.co.uk | 35

OT perspective Key considerations / questions • Observe the toilet transfer: Discuss urination and faecal / bowel use of the toilet. Use will be different. Does the customer stand, sit, hold the wall, sit forward or backwards on the toilet? Everyone is different.

• Measure the toilet: Measure the toilet, when the client is sat on the toilet, is it at a 90-degree angle or are they too low or too high. Too low or too high could cause the customer to not be able to toilet safely or cause them to not be able to use their bowels.

• Equipment Use: Does your customer use a wheelchair or a wheeled shower chair? Do they use a frame or other aid or appliance at different time of the day? Do not presume they do not, ask and then ask to see the device. How frequently do they use it? Daily or for flareups?

• Toilet use / Self Cleansing after use: Is the toilet ok but they cannot reach to clean after use? Some equipment that’s helpful for those struggling to clean after toileting is a Geberit Mera or Closomat Asana. The washer jets cleanse the bottom with the dryer function drying you and keeping you clean.

Helpful tip for retailers The DLF offer practical, hands-on training courses that are nationally accredited by the Open College Network, providing training for community staff in the assessment, fitting and use of daily living equipment. Accredited staff can work with the public to assess and recommend suitable equipment and its highly recommended that staff go on these courses commensurate with the level you feel equated to what you offer as a provider. Level two is a good starting point.

Immediate action that can be taken What can you advise or do to help now either while you arrange for equipment or an adaptation or whilst you refer to a specialist service?

Remember, you have a duty of care once involved to reduce risk as far is reasonably practicable.

If your observations observe a risk, see how you can reduce it.

Document the risk, seek consent to refer on. Consent must be gained so if consent is declined, document the observations and involvement and post this to the client and keep a copy to comply with your data protection and GDPR policy.

Reducing risk does not have to be expensive, it could be a technique change or a temporary fix. Handheld urinals with gel crystals to crystallise the urine or a commode to use whilst a new toilet or cleansing toilet is provided could make a situation safe.

Toilet use is something that we

ALL have in common, no matter whether we have a disability or not and because we understand it, we know how crucial it is to make sure that the people we help are able to do what they need to do as easily and as hassle-free as possible.

Again, because toileting is such a personal matter, you may want to offer a private area to discuss with your customers within your showrooms, establishing the following questions: 1. Do you manage your toilet transfers?

2. Do you need assistance to manage transfers?

3. Do you use equipment to assist with your continence or toilet access? This could be a medical aid, a grab rail, a raised toilet seat to aid transfers or many other products?

Find out more: https://www. dlf.org.uk/content/trustedassessor-training

Stuart Barrow of Promoting Independence is a member of the Royal College of Occupational Therapists and a recognised expert in the field of home adaptations.

His experience is sought by manufacturers and service providers looking for an expert opinion.

Stuart also runs the Occupational Therapy Adaptations Conference (OTAC).

36 | www.thiis.co.uk

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retailer spotlight

MIDDLETONS

GRAND NATIONAL PLANS Increasingly, the mobility market is becoming polarised between retailers focusing more on the lifestyle-orientated end of the market and those specialising in meeting more complex needs. One company that is enjoying substantial growth in the competitive lifestyle-end of the market is Middletons, with grand plans to become one of the largest retailers in the industry. THIIS spoke with Founder Ricky Towler to learn more about the company’s national ambitions, the importance of effective marketing and the challenges facing today’s bricks & mortar retailers.

38 | www.thiis.co.uk

F

ormed in 2013, Middletons is the brainchild of Ricky Towler and his business partner Tom Powell, the two men behind the direct-selling, Bristol-based furniture firm Oak Tree Mobility, which they launched in 2008.

Discussing how he first became involved in the industry, the young entrepreneur recounted how he had started working for a mobility company who rented a property his father owned after finishing his university degree.

“I worked for them without thinking too much of it, saving up cash to go travelling and delay working as long as possible but soon realised the industry has massive potential, with people living longer and wanting to remain in their homes longer, with plenty of products to help them do that,” explained Ricky.

“There were a lot of opportunities, however, I wasn’t particularly impressed with the company I was working for in regards to how they treated their customers and the product they offered, so I looked more into how the industry worked and the dynamics of a mobility company before saying to myself, I can do this better.”

Having recently opened in Coventry, business partners Tom Powell (left) and Ricky Towler (right) now have their sights set on the South Coast or North West

of supplying nationally due to the difficulty on providing quicker aftersales support, Ricky maintained that expanding the company’s reach quickly was essential to achieve considerable growth.

“We first tried advertising locally because logistically, we felt it would be easier to manage,” commented Ricky.

“People, however, do not respond to local press like they do national.

When you run a campaign in a

“We had no idea how to sell furniture but we were decent guys and if we provided a good service and looked after the customer, then hopefully they would buy from us – and they did” RICKY TOWLER

Ricky approached old school friend Tom about his business idea and convinced by the market potential, the two set off launching Oak Tree Mobility.

“We saved up a bit of money between us, bought our first chair from a manufacturer in Wales, started Oak Tree, and the rest is history, so to speak,” reflected Ricky.

“We got the chair in his old beat up Honda Civic and would go out to see customers nationwide. We realised we had to go national quickly.”

Often a point of contention in the industry, with some warning

local newspaper, you may get one or two calls, whereas if you run an advertisement in a national newspaper, you can get significantly more.”

Keen to scale up operations and gain a foothold in the market, the duo saved up and bought its a national advert in the Telegraph, reaching the newspaper widespread readership.

“I remember, we got a call from Mr and Mrs Thomas down in Dorset,” recollected Ricky.

“We had no idea how to sell furniture but we were decent guys and if we provided a good service

and looked after the customer, then hopefully they would buy from us – and they did. They purchased our first two chairs and then that funded the next run of advertising and so on - it was a bit of a domino effect.”

THE INAUGURATION OF MIDDLETONS Five years on from launching Oak Tree Mobility, the pair decided to try a different approach to retail and develop a new, standalone bricks and mortar operation.

“Oak Tree is a purely direct sales model, visiting customers in their own homes, however, we found there was a market for people who didn’t want to have somebody in their home and had the capability to go to a store and see these products in a store environment,” said Ricky.

“This is where Middletons was born.”

Aiming to bring a modern and fresh approach to mobility retail says Ricky, the fact the new mobility brand shared its namesake with the Duchess of Cambridge was no coincidence but rather a strategic marketing decision.

“We started the company back in the day when Kate Middleton was very much on the scene and was all over the press, followed by her big engagement,” explained Ricky.

“We saw it as free publicity really and every time the Middletons name was used, it was a big tick in the box.”

According to the managing director,

www.thiis.co.uk | 39

retailer spotlight

The Middletons’ regal name is no coincidence and instead is a strategic marketing move which the company’s plays up

the popularity of Kate helped define the regal look of the fledgeling mobility retailer, including the diamonds above the M on the crest of its logo.

A SIZEABLE INVESTMENT Headquartered in Newport and with a store in Bristol, Middletons operated in the West for a number of years before a substantial investment in 2018 would enable the company to pursue ambitions of becoming one of the largest mobility retailers in the UK. The company managed to attract a £3.8million co-investment from the newly formed Development Bank of Wales and Bristol-based Wealth Club.

Discussing the investment at the time, Alex Davies, Chief Executive of the Wealth Club, commented: “As soon as I saw this opportunity, I liked it. The idea is great, the competition is fragmented and it operates in a market which, due to demographics, come rain or shine, should grow.”

Emphasising Middletons’ ties to Wales, Ricky explained why the Development Bank of Wales chose the retailer as one of its first major investments: “Besides being headquartered in Newport, all of our products are made in Wales so there is very much a Welsh association with everything that we do.

“Also, the growing market, the value of the pound, the fact we have been

40 | www.thiis.co.uk

in the industry and well-established were all big pluses for the investors.

We know the industry, the customer, how to market successfully and how the sales process works already, so we weren’t fresh to the market, which gave them more confidence that we would succeed."

24 STORES IN THREE YEARS With a substantial cash injection, the company started to put its plan of becoming a national retailer into

Midlands in Coventry, Cheltenham, Cannock and soon Brierley Hill.

Careful not to give too much away, he considered where the remaining four stores would be located: “We have four more to go for 2019 and then we repeat that feat for 2020.

“We will either go further North West or we’ll drop down onto the South Coast. It really depends on store availability and logistics.”

Where the company will seek to expand will largely depend on store

“We will either go further North West or we’ll drop down onto the South Coast.”

RICKY TOWLER

motion, aiming to establish 24 stores across the UK within three years.

In 2018, Middletons stores and concessions quickly popped up across Wales and the West of England, with new retail operations in Swansea, Bath, Oxford, Herefordshire, Cardiff and Shrewsbury. By the end of the year, the company had expanded to nine new outlets, with no signs of stopping.

Ricky confirmed the intention to launch a total of eight new stores in 2019, having already launched new stores across the West and West

availability, underlined Ricky: “We have certain criteria for stores that have to tick certain boxes and if it appears that there are more available premises that meet our needs in the Southern region, then we’ll head that way or North if the same applies.”

MAKING CONCESSIONS In addition to its own premises, Middletons also operates a number of concession outlets in its retail portfolio, with these strategically selected spaces offering the company a number of unique benefits.

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retailer spotlight “The biggest benefit is probably footfall,” noted Ricky.

“Our demographic very much like a day out with a coffee, looking around garden centres and enjoying that retail experience. The majority of customers who go to visit garden centres, where our concessions are based, also fall into our demographic, therefore it is a different way to engage with these customers without large investments of marketing.”

Not only do Middletons’ four concessions help them reach their key demographic without the costly expense of purchasing and fitting out a dedicated store, but it also enables the mobility brand to benefit through association.

“We get the added benefit of the garden centres’ reputation as well,” explained the mobility boss.

“Their customers link the Middletons’ brand with the centre, adding that extra credibility and trust, which is so important in this market.”

MANAGING GROWING PAINS Despite the company’s grand ambitions to be the number one national mobility retailer in the UK, Middletons’ owner is well aware of the challenges it faces as it grows and expands.

“With this growth can come mistakes, which no one likes to admit, but sometimes you have to make these mistakes to learn how to fix them and avoid making them in the future,” stressed Ricky.

“It is all part of adapting and growing, which is essential for any business. For Middletons, it’s about being efficient and expedient enough as a business to know when mistakes are occurring and getting them sorted as quickly as possible.”

With increased competition from online players and other mobility retailers in the industry, Ricky highlighted the difficulty of remaining price competitive against onlinesellers whilst aiming to deliver good customer service.

“From a price competitive perspective, it can be difficult to compete with some of the prices online and it is because the amount of

42 | www.thiis.co.uk

The retailer plans to be one of the largest players in the market by 2020

service being offered online is much lower to that being offered in store,” he admitted.

“In my mind, customers need to go through how to work and use a scooter safely, understand how it folds, as well making sure they get a two-man delivery and feel confident they know how to use the product when it arrives. The fact of the matter is, all of those elements cost money.”

Working to strike the right balance between competitive pricing and high-quality, the company says it has invested in a number of measures and initiatives to ensure customers

of questions and tests we like to offer, almost like a mini driving test, which customers go through which we sign off to say they are good to go.

“Again, all these different service elements cost us money which means competing in price against online-only retailers is difficult but I believe it is necessary to offer these services to customers.”

WHAT DOES THE FUTURE HOLD? Besides its raft of new stores, Ricky’s says the potential of the Middletons brand goes beyond just that of the UK.

“With this growth can come mistakes, which no one likes to admit, but sometimes you have to make these mistakes to learn how to fix them” RICKY TOWLER

stay safe, aiming to address growing industry concerns surrounding scooter safety.

“We offer a ‘Scooter School’ where customers go through health and safety elements and receive a free high vis jacket from us. We also have scooter tracks in a lot of stores, which feature a lot of the everyday obstacles customers can come into contact with, such as speed bumps, curbs and pebble stones,” outlined Ricky.

“We like to make sure customers feel secure on the device and understand how to negotiate these different obstacles. There are a series

“Those 24 stores will cover half the country and the goal is to take the brand national and cover the entire UK. Past that, I think looking outside the UK and bringing the Middletons offer to Europe and the States could be an option,” alluded the ambitious mobility MD. “I think the brand, with the whole royal family thing, would be received really well in America.

“The idea really is to breathe new life into the market, become market leaders and put Middletons on the map.” www.middletons.co.uk

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TRADE TALKS: Q&A WITH MIDDLETON’S RICKY TOWLER HOW IS THE STORE ROLLOUT COMING ALONG? “All is going to plan, more or less. We have a store rollout strategy so we know when we want to launch new stores each year and we are ahead of the game as far as that is concerned.

It is running very smoothly – touch wood!”

WHAT DO YOU THINK IS KEY FOR OPENING A NEW STORE IN A NEW AREA? “That’s a tricky one as I wouldn’t want to give too much away! I would say that you need to have a slick marketing plan and make sure you have the right mix of marketing.

We’ve found it is a bit of chemistry lab over the years, testing to see what works and what doesn’t.

“Having been in the industry for 10 years, we have a pretty good understanding of what ingredients are needed to bake a perfect cake.

Getting your marketing and PR right so people know that you are there and raising the awareness is essential when launching a new store in a new location.

“Importantly, for us, it’s not just about raising awareness that a new shop has opened but also making sure people understands what Middletons stands for. Just having a name doesn’t mean much so we work on making sure that people understand what the name represents, what we sell and who we are.

“Then there is the look of the store itself.

The store has to be laid out correctly and the

44 | www.thiis.co.uk

customer journey needs to be correct to make sure the retail experience is up to scratch, particularly in this day and age when the high street is taking an absolute battering.

“So many big high street brands are in trouble, fizzling out and in need of investment because of a whole host of different reasons. For those operating in this environment, you need to be on you’re A-game and aware of competitors, as well as keeping an eye on the likes of Amazon and considering how to respond in a retail market which is shifting online.

“This means focusing not only on the physical retail experience but on your online presence and ensuring the whole offer is one.”

YOU MENTION THE HIGH STREET IS TAKING A BATTERING, SO WHY IS MIDDLETONS PUSHING AHEAD WITH A STRATEGY OF LAUNCHING NEW STORES? “For us, it is about not making the same mistakes as other retailers. If you look at retail, not just in mobility but in various sectors, I think it is fair to say that retail has become bland.

Many retailers have not upped their game or moved with the times.

“The market constantly moves and evolves and for retailers that do not move with it, then, inevitably, they will be left behind and having to play catch up.”

WHAT WOULD YOU SAY HAS BEEN THE BIGGEST SHIFT YOU HAVE SEEN IN THE INDUSTRY? “I think a lot of retailers truly did not appreciate the significance of the internet.

“With Middletons and particularly with Oak Tree Mobility, our advertising when we first started was very much focused on offline channels like national newspapers. I can’t even remember really focussing on the website because we never really had one; it was fairly insignificant back then.

“Today, that would be unthinkable.

We are all over online and work with a very good PPC agency. We are constantly refining our content and our images, as well as ensuring our SEO is bang up to date and making sure we have a good social media presence.

“So digital is the biggest shift.

Those who do not get on it in a big way will miss the bus.”

WHAT WOULD YOU SAY IS HELPING MIDDLETONS FIND SUCCESS IN THE MOBILITY INDUSTRY? “On top having the right marketing, we have been able to move with the times and give customers what they want. It about being able to get into the psyche of the customer and make sure we adapt to cater to the needs of today’s customer.”

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new to the team

Senior management shuffle at Gerald Simonds Healthcare

G

erald Simonds Healthcare’s Managing Director Doug Robinson is stepping down as the company’s Managing Director, following the retirement of founder Gerald Simonds and the company’s subsequent sale to the Borrum Healthcare Group in February.

With Doug staying on with the company in a part-time capacity as Commercial Manager, Michael Devine, formerly Gerald Simonds Healthcare’s Sales Director, is taking over the role.

In addition, Brett Gilham, formerly the company’s Strategic Operations Manager, has been appointed to the company’s board as Operations Director.

Commenting on his decision to step down, Doug said: “My decision to semi-retire was taken some while ago, mainly for family reasons and I am delighted with the new appointments to the board. I have no doubt that they and the rest of our excellent team

New Operations Director Brett Gilham

will take the company from strength to strength in the months and years ahead.”

www.gerald-simonds.co.uk

NEW COMMERCIAL DIRECTOR JOINS ESSENTIAL HEALTHCARE Essential Healthcare, part of the Essential Group, has bolstered its senior management team with the appointment of Debbie Murry as Group Clinical & Commercial Director.

Having spent 27 years in support surfaces related services and wound care, Debbie began her career as nurse advisor and progressing to Commercial Director at one of the UK’s market leaders in the prevention of pressure ulcers.

The experienced industry professional will now be responsible for a team of 39, with a focus on developing a strategy to grow the support surface and service solutions provided by the business.

Additionally, she will be tasked with driving forward the Group’s training business Essential Training Solutions, which provides bespoke training to health and social care services, both remotely and from dedicated training suite at its Leeds HQ. www.essential-healthcare.com

Do you have a new team member?

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46 | www.thiis.co.uk

Debbie Murry

TH UGHTS…

TRADE

Should there be formal industry qualifications required for selling products that require assessments – such as mobility scooters and powerchairs?

See what some key players thought on the topic…

48 | www.thiis.co.uk

Ray Hodgkinson Former DirectorGeneral of the BHTA

“

It seems odd that the mobility sector is yet to come to terms with developing a set of qualifications for those advising, assessing and selling mobility solutions, particularly as many of the people they serve are vulnerable and depend on sound advice, proper evaluation and assessment to help resolve their issues.

“There are a host of clinical impacts that have to be taken into account to ensure risks are diminished and an individual can safely go about their business.

“There is a special responsibility in our sector to ensure professional solutions. We follow a strict Code of Practice and it seems logical we should ensure those who have the privilege to provide mobility services are qualified.

“We should be making every effort to create qualifications to ensure public and clinical confidence… its long overdue. It’s essential and not difficult to achieve - the basis is all there and with a will and effort, it can be done swiftly.

“There’s an accident waiting to happen and we, as providers, have no way of defending ourselves.

Maybe it should be mandatory. For that matter, this applies across the Assistive Technology sector.

”

Angus Long Managing Director of Impression Marketing

“

On a few occasions in the past, I stepped in to ensure my elderly parents were not miss-sold a mobility product by overzealous sales agents. Being in the industry helped me challenge their sales patter and send them packing.

“With the rising elderly population and desire for independent living, this issue is going to become more prominent. It’s not just product suitability that’s a concern, it’s also ensuring the right product specification is achieved too.

“I’d certainly support moves to introduce an industry qualification scheme to ensure the right products are provided. This needn’t be via an ‘official’ body but could be instigated via the manufacturers.

“Many stairlift companies, for example, provide courses for dealer sales surveyors. Other companies, such as Your Mobility, ensure all staff are well trained and qualified to provide assessments.

“In addition, the company employs the services of a qualified, experienced neuro-physiotherapist who provides expert training and assessments for those who require it, such as clients, families and care home staff.

“The company is happy to emphasise it hasn’t needed to raise prices to provide this level of product expertise, so perhaps a good template to follow.

”

Alastair Gibbs Managing Director of TPG DisableAids

“

With no barriers to entry into our marketplace, anyone can sell to the elderly and disabled without formal training or awareness of the potential damage caused by prescribing or selling the wrong product.

“Legislation is a slow-moving sledgehammer likely too big to be effective but education is the key.

“At TPG DisableAids, all members of staff likely to prescribe or assess are trained to be ‘Trusted Assessors’ by the Disabled Living Foundation. This qualification is gained by attending DLF courses in levels one to four (depending on requirement) and then sitting an externally verified exam. We follow this up with specific product training from our suppliers.

“Many members of the public will not recognise the effort responsible retailers put in prior to offering goods for sale but they will see a tremendous difference in the professionalism of those that do things properly.

“I urge all retailers to be BHTA members and seek access to this training. Those who choose not to train themselves and staff properly had better have an exit route, as in today’s litigious society, it will only be a matter of time before a disgruntled customer will claim for consequential harm following a poor assessment!”

”

John Payne Managing Director of Kent Mobility

“

Who would be providing the training in order for us to obtain this qualification? Currently, we have no access to the medical records/clinical condition of the customer and can only go on what we are told. The assessor would need to have an in-depth knowledge of products, disabilities, as well as how the disability may progress.

“Clinical need, eyesight and driving ability, along with road sense, can only really be assessed on the day of the assessment. Are we suggesting a retest every six months? If a user passes on the day they are seen, further down the line they may be incapable of driving safely. Would the assessor be blamed if an accident happens?

“If assessment centres are created, this would be yet another blow for the retail market. The scenario I could foresee is that potential customers would have an assessment at one of these centres, then head straight to online retailers to make their purchases.

“An assessment qualification would need to run alongside the end to mobility products being able to be sold online, which I cannot see ever happening.

”

Tim Mills Head of Business at Motion Healthcare

“

We work with a vast array of different types of dealers from online companies offering direct dispatch in return for more aggressive pricing to retailers on the high street offering a demonstration/assessment and more local level of service in return for a slightly higher price in order to support their service.

“I think both models can work, providing the value of the product is maintained so we are all making the margin; however, we need to support our customers and make sure the end-user gets both the product that is right for them and the after sales care they require. If implementing a qualification system to dealers ensures this happens, then this can only be a good thing for the industry.

“That said, I believe if an enduser would rather buy online to save a little money and risk not trying the product and not dealing with someone local, that is their decision. As a supplier who prides ourselves on our service to our dealers, we will always continue to support all of our partners as best we can, irrelevant of their business model.

”

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 SHARE YOUR INDUSTRY OPINION

www.thiis.co.uk | 49

LET’S GET IT CLEAR: IS 90 DEGREES A RIGHT ANGLE? For the ideal seating set up, all joints should be at 90 degrees, just like in the text books - or should they? The answer is: “Usually No”.

L

ook around you: how many people do you see sitting naturally and comfortable at 90-90-90 positions in symmetric positions?

Unless you are a character from a Lego movie, your seat to back support angle at 90-degrees will be very uncomfortable and difficult to maintain.

Most of us need space at least for our shoulder blades. At the pelvis, a neutral pelvis results in maximal gravitational pull through the ischial tuberosities. Work with the iShear device has shown that a ‘neutral pelvis’ exerts more shear on the seat surface than when at a 3-degree recline.

For those wishing to control athetoid (involuntary, convoluted, writhing) movements, an asymmetrical

‘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 misconception and myths to be addressed to 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

50 | www.thiis.co.uk

sitting position, induced by turning the trunk, and hooking one arm around the back support, gives more control of the other arm.

Foot supports requiring an angle of 90-degree or more at the knee will often result in inducing a pelvic posterior tilt and spinal kyphosis (curvature), due to shortened hamstrings common in wheelchair users – so think where you place the foot support.

You change the relative position of your head to your pelvis to your feet, depending on your activity (compare eating, with using a computer, with watching TV, with sitting on the toilet) – hence, a good seating set up allows the occupant to get into the best functional position for their activity, and it will seldom be 90-90-90.

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

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Cyclone Mobility’s Stuart Dunne is calling for more regulatory clarity to protect retailers and end-users

POWERED HANDBIKE ATTACHMENTS: A REGULATORY GREY AREA? An emerging and rapidly growing area of the mobility market is power add-on devices designed for manual wheelchairs, with a growing number of suppliers and retailers providing a range of products aimed at giving wheelchair users an extra boost. Many in the industry, however, have commented that there is a large degree of regulatory confusion surrounding this relatively new product segment, and none more so than in the powered handbike attachment category.

POWERING UP THE MARKET Designed to give users the benefits of a powerchair whilst retaining their own wheelchairs, wheelchair power add-ons are proving an increasingly popular choice for wheelchair users.

The growth in popularity amongst end-users has led to a rise in the

52 | www.thiis.co.uk

number of power add-on players in the industry.

Established suppliers such as Invacare and Sunrise sell a range of power add-ons, new market entrants from mainland Europe such as Triride and Batec are gaining market share, and new suppliers such as

the Mountain Trike Company with its recent eKit power add-on are joining the sector.

Alongside the growth in suppliers, an increasing number of dealers are stocking and selling the devices, providing lucrative cross and upsell opportunities to keen customers.

are definitely one of the biggest areas of growth today.”

Echoing Ryan’s remarks, Stuart Dunne, Managing Director of Cyclone Mobility, said: “The market for addons is becoming increasingly popular because wheelchair users like the freedom that a manual chair gives, but long distances require an incredible amount of stamina which can only be found in athletic paralysed individuals.”

The regulatory grey area means maximum speeds the devices should be legally operated at are unclear

DRIVING DEMAND Discussing the growth in wheelchair power add-ons in general, Ryan Gratrix, Managing Director of mobility specialists GRX Life, commented: “Power assist as a whole is certainly a growing part of the market. Over the years, so many active users have had to make the transition into the more traditional, heavier powerchairs because of problems such as shoulder issues. This often means not just changing their wheelchair but all aspects of their life, such as changing their car and modifying their home, just to name a few.

“A wheelchair is an extension of a person’s body, so it is easy to see the appeal of these lightweight alternative solutions that enable people to stay in the chairs they know and love.”

According to Ryan, with wheelchairs having evolved and developed so much over the last few years, endusers are seeking to do more and are turning to the devices.

“GRX Life specialise in providing bespoke solutions to fellow active wheelchair users. Traditionally, this has been all about providing the lightest possible wheelchair that meets their clinical needs, expectations and wheelchair skills. Nowadays, however, customers almost see this as the baseline, so naturally, the next thing they ask is what else they can get to help them go further and do more.

“You only have to look around Naidex to see how many accessories and add-ons are coming to the wheelchair market to meet this consumer demand. Power add-ons

THE DIFFERENT TYPES OF POWER ADD-ONS The market for power add-ons is diverse, with various styles and models available on the market, providing assistance in different ways to end-users.

There are a range wheelchair powerpack options, including push assist devices aimed at making pushing manual wheelchairs easier for either an attendant or an enduser; powerpacks featuring a joystick, blurring the lines between a traditional electric wheelchair and manual chair; add-ons which attach a powered third

the article that manual wheelchairs are categorised as a Class 1 Invalid Carriage under ‘The Use of Invalid Carriages on Highways Regulations 1988’, whilst electric wheelchairs fall under Class 2.

Importantly, John Preston Healthcare states that wheelchair power addons, despite being “CE marked as medical devices, are in themselves not invalid carriages, as they are merely an accessory designed to fit a class 1 manual wheelchair.”

Whilst this means there could be potential confusion as to how wheelchairs with power add-ons are classed (either class 1 or class 2), the rules relating to both classes for use on pavements are similar.

John Preston Healthcare confirmed advising users to adopt the rules for class 2 invalid carriages in terms of only being used on pavements and in pedestrian zones – not on roads, except to cross the road or for short distances when the footpath is inaccessible – and not exceeding the 4mph speed limit.

“Legislation relating to road and pavement use is lagging behind product innovation and definitely causing confusion.”

ANDREW STEVENSON

wheel to a chair, providing the power assist from the front of chair.

In addition, there are popular manual, hybrid and powered handcycle attachments available on the market, turning the wheelchair into a trike and changing how it is classified in the eyes of the law.

RULES OF THE ROAD (AND PAVEMENT) Advising on the rules governing how these devices should be used legally on roads and pavements, John Preston Healthcare has worked hard to provide clarity to its customers, creating an informative, comprehensive online article detailing the rules and regulations relating to powered attachments.

The mobility retailer points out in

Not completely watertight, for most powerpacks and power add-ons, this seems to suffice. The problem, however, lies in handcycles.

WHAT RULES GOVERN WHEELCHAIR POWER HANDCYCLES? When a power handbike attachment is used with a manual wheelchair, the wheelchair handcycle attachments fall under bicycle and e-bike regulations.

This change in status from invalid carriage to e-bike is significant, as the end-user is required to adhere to new rules when using their wheelchair and handbike attachment, differing to the rules applied to class 1 wheelchairs.

This is where some of the confusion surrounding how the device should be used legally begins.

www.thiis.co.uk | 53

John Preston Healthcare notes: “Handcycles are road legal as they are treated as bicycles.

“Like with e-bikes, the legislation about motor wattage is on the move and is being increased.”

If the device is classed as a bicycle and is no longer deemed to be an invalid carriage in the eyes of the law, then does this mean that the user is subject to all the same rules governing bicycles, such as use on footpaths & bicycle lanes and lit white and red rear lights at night?

MANUAL, POWER-ASSIST AND POWERED HANDCYCLE ATTACHMENTS The real confusion sets in when examining the difference between the different handcycle add-ons on the market and the laws governing them.

Handcycles can be split into manual and power-assist options with pedals, as well as powered options without pedals; it is this distinction of pedals that is important.

Guidance from the Department for Transport in November 2015 for Electrically Assisted Pedal Cycles in Great Britain - which wheelchair handcycles fall under - highlights that a cycle must be fitted with pedals that are capable of propelling it, the maximum continuous rated power of the electric motor must not exceed 250 Watts, and the electrical assistance must cut-off when the vehicle reaches 15.5mph.

Importantly, the guidance makes specific mention of powered handcycles for the mobility market, noting: “Because of the particular benefits for elderly and disabled users, pedal cycles providing electrical assistance without use of the pedals - usually called “Twist and Goes” - are included in the above GB classification provided they are capable of pedal operation and comply with the above restrictions on maximum motor power and assistance cut-off speed.”

Whilst this covers manual and power-assist handcycles, the guidance omits power handbike attachments with no pedals, as pointed out by Cyclone Mobility’s Stuart Dunne.

“Unfortunately, it doesn’t seem to cover the types of vehicles that are

54 | www.thiis.co.uk

The market is growing, with the devices offering a lot of freedom to users who may not wish to transition into a powerchair

presently available on the market,” he said.

“The products range from 250w to 3000w motors that have speeds from 10 mph to in excess of the 15.5 mph but the only other means of propulsion other than gravity is the wheelchair users’ rear wheels.”

The Department for Transport’s guidance also highlights that under Regulation (EU) No 168/2013 of The European Parliament and of The Council dated 15 January 2013, new “Twist and Go” vehicles will, from January 2016, have to meet a range of technical requirements before they can be used on roads.

However, the EU regulation also clearly states this does not apply to “vehicles exclusively intended for use by the physically handicapped” – extending to power handbike attachments which are considered medical devices and CE marked.

A REGULATORY BLACKHOLE The lack of clarity and contradictory information leaves a lot of room for interpretation when it comes to what specifications these products should meet and not exceed in the market, as well as what advice end-users should be given when it comes to using the devices.

If a powered handcycle with no pedal is used, does the wheelchair then fall back under invalid carriages regulation? Should users use the device on footpaths or on the road and in cycle lanes? Does the speed need to be restricted to 4mph on

pavements? Does the max speed need to be limited to 15.5mph? Is the device still classed as an e-bike?

Does the status change to that of a “powered transporter”, a term used to cover a variety of novel and emerging personal transport devices which are powered by a motor, including e-scooters, hoverboards and segways?

THIIS contacted the Department for Transport for clarity regarding what a wheelchair with a powered handbike attachment is classed as under the law.

A policy advisor for the Department commented: “The classification of mobility scooters is a function of the Department for Health and so the newer powered add-ons for manual chairs would need to be considered by them in the first instance. Once a decision is made on how they are classified then it would be for this Department to ensure that they are either covered by the existing policies or to ensure the corrective action is taken to get them included.”

The lack of regulatory clarity surrounding the products has been highlighted by various retailers in the industry, with Cyclone’s Stuart Dunne stressing that it is an area that needs to be addressed quickly.

“I believe we need a lot more clarity as these vehicles are becoming very popular,” he stated.

“I’m hugely concerned that the powers that be in the Department of Transport or Vehicle Standards aren’t setting clear rules. Many other manufacturers are clearly using this to supply what I would deem to be unsafe equipment that travels at speeds of in excess of 30mph and power up to 4000watts.”

WHAT DO RETAILERS ADVISE? Despite a lack of regulatory clarity, the powered handcycle market continues to grow, with more products entering the market and more retailers introducing models to their product portfolios for eager customers.

The advice from John Preston Healthcare to customers is to adhere to the class 2 invalid carriage rules, in spite of “some wheelchair power attachments [being] capable of very

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high speeds of up to 16mph & more” and “no speed restriction for manual wheelchairs on public paths and in pedestrian zones.”

In addition, the mobility retailer highly recommends users “wear high vis clothing, a safety cycle helmet and mount a high vis flag on to your wheelchair when cycling on the road.”

When asked what Cyclone Mobility recommends to its customers, Stuart’s response echoed John Preston’s guidance: “We advise that when travelling on the road, a safety helmet is advisable but not law. We also advise that the built-in light system should be turned on at all times and that when travelling on pavements, the walk speed selector should be chosen as this regulates the speed to within class 2.

“We also advise that clear safe clothing should be worn and customers go through a full induction of safe use.”

A SUPPLIERS’ VIEW Considering the regulatory position of power handcycles in the market, Nathan Milgate, General Manager of power add-on specialists Triride for the UK, told THIIS: “Currently, we treat a manual wheelchair when used with a Triride as a pavement product, so in speed setting 1 we have a limit of 4mph to follow regulations of a class 1 vehicle. We develop our own electronic controller and have the ability to easily program to countryspecific regulations.”

Whilst the regulations in the UK are not crystal clear, Nathan stressed the power attachment supplier gives the information and features needed to ensure end-users remain safe when using the devices.

“We provide lights on all of our products at delivery and suggest to all of our dealers that a helmet is used when using the product,” he explained “When the handcycle is used in conjunction with the wheelchair, bicycle regulations should be followed and we provide education to our dealers who at handover will educate the end-user.

“In addition, we strongly recommend product insurance through one of the many insurers

56 | www.thiis.co.uk

available. I know specifically Lockton and Fish insurance have policies available for this type of product.

Whilst it is not mandatory, it is strongly recommended by us and our dealers.”’

NOT SLOWING DOWN Regardless of the lack of regulatory clarity in this sector of the market, it is clear from the growth and demand from end-users that there are no signs of it slowing down.

Outlining why the market continues to expand, Triride’s Nathan said: “I would say ease of use is one thing driving that demand, as it attaches to your existing wheelchair without the need for a second wheelchair or dedicated alternative handcycle. Recreational fitness also plays a big part in handcycle attachment demand.

“But most of all, it comes down to inclusion in daily living. A wheelchair handcycle is an add-on device, not a powerchair. With a powerchair, lifestyle changes dramatically, such as a Wheelchair Accessible Vehicle being required, whereas our handcycle attachment can be removed easily and transported in a regular vehicle.

“As a user myself, the possibilities and worries of travelling in a wheelchair are no longer a concern, as the handcycle does the challenging work when I encounter a steep hill or uneven terrain, not limiting my access to different environments.

“Lastly, the health benefits.

Wheelchair users stress their shoulders dramatically over years of use so a power-assisted handcycle aide still keeps users active but assists at the same time, reducing the stress on shoulders and upper limbs for manual wheelchair users.”

Whilst there are those responsible retailers and suppliers filling the regulatory gap with sensible advice and models, there is always the risk, however, that such a lack of clarity is open to exploitation by the less scrupulous in the future, as pointed out by Stuart.

According to the Department of Transport, an international meeting discussing all aspects of motorised

Retailers and suppliers recommend users adhere to the rules applied to class 2 mobiluty vehicles

equipment and whether the motorised add-ons required classification is due to take place shortly.

Speaking with the British Healthcare Trades Association’s interim DirectorGeneral Andrew Stevenson about the lack of clarity in the growing product category, he finished: “Legislation relating to road and pavement use is lagging behind product innovation and definitely causing confusion. The UK government has set itself a “Future of Mobility” challenge across all types of transport and BHTA will be urging them to address this problem.”

Mobility vehicle classifications Wheelchairs, powerchairs and mobility scooters are all defined as an invalid carriages in ‘The Use of Invalid Carriages on Highways Regulations 1988’ and fall into three categorisations: Class 1: manual wheelchairs – not electrically powered and intended for footpath Class 2: powerchairs and mobility scooters – intended for footpath use only, with max speed of 4mph Class 3: powerchairs and mobility scooters – for use on road, with a max speed of 8mph on roads and the ability to limit speeds to 4mph on footpaths

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RETAILER PROMOTION OFFERS PROTECTION Continuing its monthly retailer support programme, Repose Furniture is offering a free spray on Staingard fabric protection treatment on all general domestic fabrics from its Homecare chair range throughout June.

An advanced fluorocarbon-based formula which has been designed for application to all upholstery and carpet fabrics, the Staingard protector locks onto the fibres, creating an invisible, durable shield which provides resistance to oil- and waterbased spillages says Repose.

Providing peace of mind to customers, Lisa Wardley, Managing Director, commented: “We are very aware that purchasing a seating solution is a substantial investment for many people and hope this promotion will assist our retailers when talking to customers in their showroom.”

Available until June 30th, retailers can take advantage of the special offer by contacting 0844 7766001 or info@reposefurniture.co.uk, quoting reference JUNE2019. www.reposefurniture.co.uk

Homelift updates extends dealers reach Stiltz has extended the distance its latest range of domestic lifts can travel by half a metre, enabling dealers to supply the solution to a wider range of properties.

Now capable of reaching a maximum distance of 4.5 metres whilst meeting the BS EN 81-41 European standard for lifts traveling over three metres, the manufacturer has rolled out the product update on its Stiltz Duo+ Homelift and Stiltz Trio+ Homelift models.

In order for the lift to travel an extra 50cm, the homelift specialist has increased the size of the drum while the modular, self-supporting rails can be customised to fit the size requirements of any ceiling.

The company also confirmed it has upgraded its Classic and Vista models with a new control panel, bringing them in line with the Duo+ and Trio+ models. www.stiltz.co.uk

FREE PAEDIATRIC POWERCHAIR SCHEME EXTENDS TO NORTHERN IRELAND A new partnership between the Mae Murray Foundation and Designability will enable children under five in Northern Ireland to access Designability’s Wizzybug powerchairs for free.

Funded by charitable donations, families can have the device for as long as their child can benefit under the loan scheme.

Alex Leach, Early Years Powered Mobility Manager at Designability, said: “We have wanted to extend the reach of the Wizzybug Loan Scheme to families in Northern Ireland for some time and we are so pleased to be partnering with the Mae Murray Foundation, an inspiring charity based in Larne, to finally get there.

“I am so looking forward to seeing the first child in Northern Ireland enjoying their independence with a Wizzybug!”

Designed specifically for children under the age of five living with cerebral palsy, spinal muscular atrophy, spina bifida or muscular dystrophy, Designability currently has over 400 Wizzybugs in its fleet. www.designability.org.uk

58 | www.thiis.co.uk

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pick of the month

WHAT PRODUCTS ARE RETAILERS IN THE INDUSTRY RAVING ABOUT?

Wondering which products are grabbing retailers’ attention?

Each month, retailers in the mobility industry highlight one product that has stood out for them and why…

60 | www.thiis.co.uk

Karen Sheppard, Managing Director of People First Mobility

Pick of the month: Carlett 900 from Able2

“

For the product of the month for June, I have chosen the Carlett 900, a new edition to the Able2 range which has many useful features.

“I was impressed when I first saw it as it is compact, very smart, easy to push and manoeuvre, yet also stable. It only weighs 6.4kg, so it is light enough to lift onto the bus when going to town.

“It has a larger bag than I expected and includes a separate removable bag as well. The 52cm high cushioned seat provides the user with a handy opportunity to take the weight off their feet and the seat is really comfortable, but the user weight is only 100kg which is a bit disappointing as most walkers with seats are a minimum of 18stone.

“The handlebars are adjustable and it folds up really easily so can be stored away when not in use. The front swivel wheels can also be fixed if you don’t want them turning 360 degrees or locked so they only swivel 90 degrees.

“The handlebar is comfy to grip and the double system brakes are really easy to use, even if you suffer from arthritis. If you have an umbrella or walking stick, that is not a problem as it comes with a holder fitted.

“There is a personal belongings holder, ideal for your shopping list or a few light bits of shopping. Overall this is a welcome addition to the market and an ideal shopping companion.

”

www.peoplefirstmobility.co.uk

Darren Macey, Business Development Manager for Lifestyle & Mobility

PICK OF THE MONTH: MINIMO AUTOFOLD FROM TGA MOBILITY

“

We have been eagerly waiting for TGA to release their version of an auto-folding scooter and I have to say; it was worth the wait!

“Auto folding scooters are definitely the product to have on your shop floor. For us, we have about eight different models, as we want to give our customers a good choice and range to look at.

“What TGA do best is provide a great quality product that won’t let you down and we can really see that in the build quality and the stylish finish. We’ve only had them in for a week and have already sold a few units.

“It’s not the lightest on the market but a really high specification scooter with a really comfortable padded seat; pneumatic tyres, which gives added

comfort when traveling over rougher terrain; and a lithium battery for a range up to 10 miles.

“I would also say the Minimo Autofold is by far of the most stable auto fold in our range. You’ll have to try it to believe it. www.lifestyleandmobility.co.uk

”

www.thiis.co.uk | 61

pick of the month

Alastair Gibbs, Managing Director of TPG DisableAids

Pick of the month: Walking stick range from Classic Canes

“

For our choice this month, I wanted to look at how you maximise the potential of a customer that comes into the showroom looking for a particular mobility solution and how it is possible to add accessories and complementary products to improve the sales revenue responsibly.

“If a customer is looking to purchase a mobility scooter or maybe a rollator, then there will be times when it is either not convenient or inappropriate to use and they would perhaps use a walking stick instead.

So it is important to have in store a really good range of both functional and aesthetically pleasing walking sticks.

“These walking sticks can be seen not only as walking aids but also as fashion or style statements, especially for the ladies. It is not unusual to sell three or four sticks or canes to the same customer in different colours or designs to suit different clothing outfits.

“Whilst it is clearly important to ensure the cane is appropriate for

62 | www.thiis.co.uk

the individual and is able to give the correct amount of support, it is also a perfect opportunity to add to the other sales.

“We choose to use a number of suppliers but for sheer range and style, it is difficult to beat ‘Classic Canes’. They have stylish, functional and quality canes in the range and should be something to suit all customers.

”

www.tpg-disableaids.co.uk

Michelle Mossford, Senior Marketing Manager of Ableworld

PICK OF THE MONTH: TOOTHPASTE SQUEEZER FROM SHINE

“

This is a great little product to have in any bathroom.

“This toothpaste squeezer is designed to squeeze the contents out of tubes by clamping and squashing them as you turn the knob.

“The device is ideal for people with a weakened grip, or very useful for one handed use and is perfect for toothpaste and similar tubes.

”

www.ableworld.co.uk

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recruitment

Full-time Sales Advisor We are looking to recruit a full-time Sales Advisor based at our Harrogate showroom, cover will also be required at our York showroom occasionally. We will provide extensive training to enable you to develop a rewarding career in the mobility industry.

Hours of work are 8:45am to 5:00pm, 5 days a week to include some Saturdays (10am to 4pm).

Able to Enable supply top quality mobility equipment, car adaptations & wheelchair accessible vehicles.

As a leading independent distributor in the local area with over 20 years’ experience within the mobility industry, we pride ourselves on our growing reputation for supplying quality products, value for money and excellent service.

Our customers get the right advice from our fully trained sales advisors on mobility products suitable for their needs, which helps promote their independence and quality of life both around the home and outside.

Core Functions • Promote, sell and secure orders from existing and prospective customers through a relationship-based approach • Demonstrate products and services to existing and potential customers both at our showrooms and at customers houses • Assist customers in selecting the best products to suit their needs • Answering Showroom calls • Keeping the showroom to the correct standards, including general housekeeping requirements • Ideally have a sales background • Good Customer Service Skills • Good interpersonal skills - Day to day interaction with customers from all ages and all walks of life

Service Repair Engineer C Franklin is looking for an enthusiastic a Service Repair Engineer with experience of Servicing and Repairs of disability hoisting Equipment candidate to join the team in the engineering department.

We are based in Weeley, CLACTON-ON-SEA, Essex and cover all the South East, London Area and North London. If the Engineer has experience and can work on their own initiative, they can be based either in this area or the London area. If based away from the area then they would be sent to work on jobs on their own or meet up with the rest of the team on site.

Reporting directly to the Operations Manager, the Service Engineer is responsible for providing a professional service, breakdown and maintenance service to clients throughout the UK. This will involve carrying out visits , breakdown and service calls and must be DBS cleared as they will be working in schools etc. and we cannot employ them without.

Main duties: Carry out visits in line with Engineering Programme Complete relevant paperwork and update information

• Ability to organise own time and multi-task

Knowledge and skills required: Good customer service skills IT Literacy Clear and detailed communication Time Management Strong Engineering/Servicing Background Attention to detail High-quality standards and workmanship Experience in ceiling hoist systems highly desirable Must have full clean driving license

• Good telephone manner • Computer literate • Polite • Flexible • Be driven to succeed • Strong team player • Excellent verbal and written skills • A full driving licence is required

Salary negotiable depending on experience. CVs to office@cfranklinltd.com Please forward your CV to lewis@ableto.co.uk and dave.benson@ableto.co.uk

www.ableto.co.uk

Sales Representative

Experience level: Improver – 1-3 years’ experience in a consultive selling role A fantastic opportunity has arisen for an Area Sales Representative to join our award winning progressive international team. If you have experience selling to OT teams, end users and/or dealer sales for seating, positioning and wheelchairs, and/or ASD products and services then we want to hear from you.

Predominantly home based your duties will include, client home visits, working in our UK HQ periodically, working with the NHS, attending trade shows, presenting to occupational therapy, rehab engineers and families.

If you are flexible in your approach, passionate about customer care, willing to go that extra mile, empathic and a genuine team player, we’d like to talk.

Requirements Clean driver’s licence, passport, Enhanced BDS required as you may be required to work with children, vulnerable adults and within the NHS. The role does require some early starts and late finishes with occasional nights away.

The territory will be granted based on where you live and will a few hours radius.

About the company Murrays Medical Equipment UK supply world class quality rehab and mobility equipment, services to charity and the NHS, and ASD therapy products.

64 | www.thiis.co.uk

Our culture is customer centred and we pride ourselves on top level service delivery in everything we do. A quick learning selfstarter with a high level of collaborative team spirit and a can-do attitude will be welcomed.

About the Role Job Description: Full-time Sales Representative Hours of work are flexible to suit the demands of the business, 40 hours, 5 days a week to include some early or late starting and occasional overnight – potentially 2-4 nights per month.

We will provide extensive training to enable you to develop a rewarding career with Murrays Medical.

Core Functions • Sales: B2B, B2C and B2G (NHS) • Promote, sell and secure orders from existing and prospective customers through a consultative selling approach • Demonstrate products and services to existing and potential customers • Veldink 4 Kids - www.veldink4kids.com • The Safety Sleeper www.thesafetysleeper.com • The Sensory Pod - www.thesensorypod.ie • Aktiv Wheelchairs www.aktiv-wheelchairs.com

• Assist customers in selecting the best products and specification to suit their needs

quality van (Vivaro Sportive with Nav & aircon), phone, laptop or ipad provided

• Telesales/Diary appointment setting • Managing information using company CRM * Managing own demo stock

Sales: Essential – min 1 year, or 1 year in a customer care setting within care sector sales

• Excellent Customer Service

Service experience: Desirable

• Thorough understanding of information gathering and needs

To apply to this role, please send your CV and covering letter

• Excellent interpersonal skills – Day to day interaction with customers, and colleagues of all demographics • Ability to organise own time and priorities, excellent organisational skills • Excellent telephone manner • Computer literate • Be driven to succeed • Excellent verbal and written skills • A full driving licence with no more than 3 points Job Type: Full-time Remuneration package £20,000.00 -22000 basic + uncapped OTE (realistic £3040k), pension, 22 days holiday,

Experience:

training

Home Demonstrator England: North East, South East, London, Birmingham Wales: South • Full-time • Salary: Negotiable Spring Chicken is a young, exciting start-up with the aim of making life easier and brighter for the ageing population and those with specific conditions such as Arthritis, Parkinson’s, Dementia and more.

of people. They will also be confident in assessing someone for the need for adaptations in their environment and be able to justify this effectively (training will be provided where necessary).

Founded in 2014, Spring Chicken has grown rapidly, developing an online Facebook community of over 300k followers and 70k email subscribers, who enjoy Spring Chicken humour and entertainment!

Responsibilities

Spring Chicken’s online store sells a variety of assistive aids and gadgets to support the challenges of daily living for those with conditions or those getting older, including high-value mobility products, such as powerchairs, riser/recline chairs, adjustable beds and more.

Joining Spring Chicken gives you the opportunity to be a part of a fast-growing business, where no single day will be the same. As a start-up the role will be varied and at times you may be asked to support in other areas of the business, too!

What we’re looking for We’re looking for an ambitious, driven and personable Home Demonstrator to join our growing team.

The primary responsibility of the Home Demonstrator will be to demonstrate our high value mobility products such as powerchairs, scooters, chairs and beds to our customers in their home. Our customers may be elderly or have a disability, so it is also the responsibility of the Home Demonstrator to assist them with finding the right solution for their needs. The right candidate will have a confident manner, be focussed on finding the best solution for our customers and be able to effectively communicate with a diverse range

• Demonstrating high value mobility products • Reporting on demonstrations (e.g. was the right solution found?)

• Assisting the Sales & Marketing team as required • Candidates should possess the following • Excellent written and verbal communication skills • Strong interpersonal skills and a “Can do”/ hands-on attitude • A desire to do things the right way and support our customers to the best of your ability • A full, clean driving licence

Your development As part of an exciting and developing business, there are significant opportunities for you to progress with the business.

Training Diary If you are providing training for the trade, then simply send us the details of the course, the date, any costs, the venue and the contact for booking places and we’ll include it in the diary.

Email info@thiis.co.uk with any details you have.

JUNE Disabled Living Foundation - Trusted Assessor: Assessing and Adapting the Home Level 4 – Wandsworth, London – 5th & 6st June - £420 Benmor Medical - Management of the Plus Size (Bariatric) Patient CPD Certified Course – 11th & 12th June – Liss, Hampshire – FOC (for NHS staff members)

You will learn the grass-roots of customer contact, in order to build your knowledge and understanding of the marketing and sales process.

Benmor Medical - Management of the Plus Size (Bariatric) Patient CPD Certified Course - 11th & 12th June – Market Harborough, Leicestershire – FOC (for NHS staff members)

The successful candidate will be joining the team during a significant time of growth for the company and flexibility, adaptability, initiative and teamwork are key to the role.

Electric Mobility – Engineer training for Electric Mobility retailers – 12th June - Ilminster, Somerset – FOC (only available for Electric Mobility retailers)

To apply, please send your CV and Cover Letter to Jason Littlefield at: cvs@springchicken.co.uk

JULY Benmor Medical - Management of the Plus Size (Bariatric) Patient CPD Certified Course – 9th & 10th July – County Durham – FOC (for NHS staff members)

SEPTEMBER Direct Healthcare Group – Seating Awareness Day – 11th September – Brighouse, West Yorkshire – FOC

Check the ‘Jobs On Offer’ section of the website for more opportunities

Electric Mobility – Engineer training for Electric Mobility retailers – 11th September - Ilminster, Somerset – FOC (only available for Electric Mobility retailers) Benmor Medical - Management of the Plus Size (Bariatric) Patient CPD Certified Course – 17th & 18th Sept – Liss, Hampshire – FOC (for NHS staff members) Benmor Medical - Management of the Plus Size (Bariatric) Patient CPD Certified Course - 17th & 18th Sept – Market Harborough, Leicestershire – FOC (for NHS staff members)

Contacts for bookings

Take a look at the recently added positions -

Electric Mobility – Call Rebecca Bateson on 01460 258158 or email rebecca.bateson@electricmobility. co.uk

Regional Product Specialist Contracts/Bid Writer Manager Operations Manager Area Sales Manager Product Specialists

Jiraffe – call +44 (0)114 285 3376 or email marketing@jiraffe.org.uk

www.thiis.co.uk

Simple Stuff Works - Contact Simone McCarthy at Trainingadmin@simplestuffworks.co.uk or call 01827 307870 Direct Healthcare Group - marketing@ directhealthcaregroup.com or call +44 (0) 800 043 0881 Disabled Living Foundation - training@dlf.org.uk or call 020 7432 8010 Benmor Medical - katie.rowsell@benmormedical. co.uk - Katie Rowsell – 0333 800 9000

www.thiis.co.uk | 65

trusted recruiter

Independent Mobility Consultant

Healthcare Solutions Specialist

UK-wide – £40k-60k (including base and OTE uncapped)

Nottingham – £32k-£36k

A flexible opportunity has become available with a fast growing, up and coming company who are expanding their products and services within the mobility industry.

The client’s specialist consultants are experienced in high-quality products including seating, beds, scooters, wheelchairs (manual and motor), and a variety of specialist chairs.

Our client works closely with many leading UK manufacturers to ensure high-quality products and firstclass service is delivered.

You will be selling high-quality products within the healthcare sector including care homes, hospitals and the NHS. These will be various mobility products. You will manage your own diary on a daily and weekly bases and also be confident in discussing new opportunities to drive the business forward.

It is important to build a professional relationship with existing clients and also new clients. The priority in this role is to ensure the customers comfort and well-being, and assist in providing them with their own independence.

You ideally will bring your own business contacts to this role, as well as working closely with current businesses.

You will need to be passionate about providing a firstclass service and be knowledgeable within the mobility sector.

Experience in 1 or 2 specialist products is preferred.

You will also possess a talent for excellent communication skills and have an honest and professional attitude.

A full, clean driving licence is required, along with enjoying being out on the road.

Salary £40k-60k (including base and OTE uncapped) Van, mobile, laptop provided. 23 days holiday on top of bank holidays.

To apply, confidentially send a copy of your CV to emma@ trustedrecruiter.co.uk including job reference 507 to discuss further

Our Client has been established for 30 years and provide high quality products and services within the healthcare industry including: Care homes, Schools, Nurseries, private Hospitals and Clinics.

Our Client also provides services within the mobility sector including: Adjustable Beds, Hoists and daily living aids. The Client is extremely passionate towards providing a firstclass service to its customers and finding solutions within the healthcare environment best suited to their customers.

This is a field-based position, where you will be selling to and supporting healthcare managers through various high-quality products and services. You will be managing your own diary on a daily basis and attending local healthcare environments to support and provide solutions to the customers everyday needs.

You will ensure the safety and wellbeing of the customer is of excellent quality, and have an honest and empathetic approach. You will be working with the company’s current client list and you will be expected to generate new business leads. The overall role will be to ensure the customer has the most suitable equipment and to build a professional relationship with the healthcare manager.

This is to ensure the comfort and independence of the individual. There is a induction process for the successful candidate.

You must have a good understanding of the care industry and understand the environments within the healthcare sector. If you have experience of working in a care home, this would be advantageous. Ideally your knowledge will include mobility products, continence, janitorial and cleaning products within the healthcare sector. These are the wide range of products and services you will be working with and liaising with the healthcare manager.

You will also have good knowledge and understanding of conditions people in care homes are living with including: Parkinson’s, Dementia and Stroke. You will possess a professional and passionate attitude and be selfmotivated to making a difference to people’s lives.

You will need to hold a Full Clean Driving licence.

Understanding of CQCs and KLOEs is desired.

Salary £32k - £36k (this benchmarked on experience), 29 days holiday (including bank holidays). Company Car, Mobile, Laptop is provided, Company pension and bonus scheme.

Confidentially send a copy of your CV to emma@ trustedrecruiter.co.uk Including job reference 506 to discuss further

0333 0144 014 www.trustedrecruiter.co.uk 66 | www.thiis.co.uk

LIGHTWEIGHT

PRESCRIPTION

POSITIONING

POWER

A COMPLETE RANGE MOBILITY SOLUTIONS KARMA MOBILITY LTD UNIT 6 TARGET PARK, REDDITCH, WORCESTERSHIRE B98 8YN T: 0845 630 3436 E: INFO@KARMAMOBILITY.CO.UK WWW.KARMAMOBILITY.CO.UK

Minimo Autofold Compact, lightweight and convenient

To enquire about adding the Minimo Autofold to your range

call 01787 888 106

or email orders@tgamobility.co.uk www.tgamobility.co.uk THS010619 The UK’s leading range of mobility products since 1985