eFOLDi teams up with HML Solutions to help redefine mobility offerings Down Under
Portable mobility specialist eFOLDi has reported strong export sales growth in the Australian market, thanks to its partnership with HML (Health Mobility Lifestyle) Solutions, a rapidly expanding retailer based in Melbourne.
By combining British product innovation with HML’s entrepreneurial approach, eFOLDi is not only expanding its global footprint it’s also helping transform the lives of Australian consumers seeking greater independence to travel, and an improved quality of life.
Market conditions, as well as population dynamics in Australia are notably different to that of the United Kingdom and western Europe, with distinct growth patterns and a number of factors directly impacting the demand for mobility products.
A much higher than average annual growth rate, driven largely by net overseas migration, means Australia’s population is set to grow to almost 31 million by 2034. Its demographic landscape is also changing rapidly, as it experiences a significant surge in the size of its elderly population.
Leveraging a wealth of experience, HML Solutions markets a diverse range of mobility products direct to consumers in Melbourne, Brisbane, Sydney, and Perth, and is actively planning further expansion in other regions. Its product portfolio includes manual and powered wheelchairs, mobility scooters, a wide variety of daily living aids and riser recliner chairs.
But the origins of the business centred predominantly on adjustable beds, rather than the classic mobility product portfolio. Its sales formula, which encourages a detailed pre-qualification of consumers and face-to-face assessments, is proving to be successful, with typically strong ‘demo-to-sale’ conversion rates.
With Australia’s vast landmass and low population density, particularly in rural and remote areas, the logistics can pose unique challenges for retailers, especially when undertaking home demonstrations or assessments. The pre-qualification process, therefore, represents a critically important element when it’s necessary to travel such large distances.
Despite the logistics challenges, HML Solutions is seeing a phenomenal growth in sales for eFOLDi products, particularly, the Lite travel scooter.
Mark Peterson, Director at HML Solutions, commented, “We’ve seen some fantastic results with the newly upgraded Lite model, and that’s translated into some very positive sales numbers, in a relatively short space of time.
“We have an experienced sales team here at HML, but to be successful you really have to believe in the product to sell it. We’re a big fan of the eFOLDi Lite scooter and customers just love them too, because they are super lightweight at 14kg, and very portable. Australians naturally have a liking for outdoor and recreational activities which has a positive influence on the demand for mobility products that support a more active lifestyle.
“That’s why we think the Lite has proved so popular with consumers here. We also find customers are willing to pay a premium for a product that offers them greater freedom to travel. We spend quite a bit of time building up the value and reinforcing perceptions about what the product can do for the consumer, and it’s true that these types of products can often be lifechanging for users and their families.”
Mark continued, “We’ve seen a noticeable rise in demand for lightweight mobility products more recently, so the eFOLDi Lite scooter is getting a lot of attention. It’s not only portable and lightweight, but it is also very durable, and it fits neatly into the boot of most cars fairly easily. Occupational therapists also seem to really like the utility of the Lite and we see a lot of referral business because of it.
“Overall, we are extremely pleased with the results and the support we have received from eFOLDi so far is excellent. We’ve benefited from their in-depth training and vast array of support materials which can make a big difference when you start selling a new product. We also work very closely with the eFOLDi team at a campaign level and have successfully localised content for TV advertising aimed at Australian audiences to help support our marketing and lead generation activity.”
Tim Ross, National Sales Manager at eFOLDi commented: “We’re delighted to be partnering with Mark and his team at HML Solutions. The business is doing exceptionally well, and their service ethic and sales approach is second to none.
“We look forward to supporting their growth in Australia in the coming months and aim to replicate this successful direct to consumer partnership model elsewhere in other export markets with future partners.”
In recent news, eFOLDi announced the launch of the Navigator, its lightest and most advanced folding powered wheelchair to date.
