Supplier Spotlight: Bruno Lifts’ smooth ride to the top
Bruno Lifts is the European sales organisation of Bruno Independent Living Aids, the largest stairlift manufacturer in the United States. Bruno manufactures a range of indoor and outdoor straight and curved stairlifts which are sold and installed throughout the UK via its authorised trade network.
Last year, the firm launched the latest version of its Elan indoor straight stairlift, with the company claiming to have produced a slim rail that installs closer to the wall than any other stairlift on the market thanks to its unique vertical rail. It is also planning to introduce more products on the market over the coming months. THIIS chats to Warren Keeton, National Sales Manager (UK and Ireland) for Bruno Lifts to find out more…
Please can you tell us a little bit about your story with Bruno?
WK: “Since beginning my role as National Sales Manager at Bruno in 2021, I’ve really enjoyed getting to know our trusted dealers across the UK. Our industry is critical to enhancing the quality of life for people with mobility challenges, so it’s rewarding to work together to meet those needs.
“Throughout my career, I’ve worked closely with local authority contacts and healthcare professionals, and I’m continuing to work with those groups. With the support of our dealers, I enjoy finding ways to solve some of the challenges we are faced with out in the field.”
What particular projects have you been most proud of since working at Bruno?
WK: “The outdoor stairlift projects are always interesting. We see dealers come across some very challenging outdoor environments, making the end-users feel isolated and trapped.
“Our Elite straight and curved outdoor lifts often fit with little or no alterations to the outdoor staircase, Bruno’s curved outdoor Elite has a hand-fabricated rail completely bespoke to the staircase.
“Bruno offers a true outdoor product: marine-grade vinyl upholstery and outdoor-specific paint safeguards all surfaces.”
What do you think makes Bruno products stand out in the market?
WK: “Bruno’s 30-stone range, high performance Elite – available for straight and curved indoor or outdoor staircases – is very unique.
“The Bruno Elite is engineered and manufactured to carry a high-load capacity yet maintain a high degree of adjustability and reliability. Using the Bruno Elite with its heavy duty weight capacity can often reduce the lead times associated with more complicated options to address access issues.
“Bruno’s straight Elan is our go-to straight indoor stairlift for our dealers and covers up to 21 stone with all optional powered or standard manual features. It also has the slimmest rail-to- wall dimension on the market, at the top of the staircase the seat swivels a full 90 degrees at the top landing – with an impressive turning radius of 702mm!”
Can you describe any new products that will hit the market this year?
WK: “Later in the year, we are launching our new and improved Elite seat design that will bring a fresh new look to our much-loved Elite stairlift. Whilst still keeping to its 30 stone capacity, we have developed a new design and introduced some great new functionality.
“It will still be the comfy, sturdy, smooth chair, but with a new modern look and feel.
“We aim to be able to exhibit this at the OT show on the 23rd and 24th of November on stand D62.”
What products do you regard as bestsellers in the UK market?
WK: “The Bruno Elan range is our bestseller for many dealers since it lends itself to bulk purchasing since it is “non-handed” and it fits on most UK staircases. Having the rail-to-wall installation so close means the chair only takes up only approximately 300mm on the staircase when not in use.
“When a higher weight capacity is required, then the Elite is the solution. Bruno accommodates heavy-capacity users better than anyone. Our dealers love the 30-stone capacity because they confident in its performance whether the person is 30 stone or much lighter.
“Bruno’s generous warranty also gives dealers confidence. With Bruno having a UK office, it means parts are readily available to be collected or shipped out immediately.
“In 2020, Bruno launched an updated version of the Elan straight stairlift.”
Can you describe the response to this product?
WK: “Bruno updated our most popular stairlift model, the Elan, in 2020. We have maintained the close to the wall advantages of the slim line rail and chair, leaving maximum open space on the steps. We made changes to the styling and colour palette to give it a more modern appearance. The positive feedback has been tremendous!”
How your products distributed in the UK?
WK: “We distribute our products through our approved Bruno dealer network of fully trained dealers and distributors. Each dealer has access to all of our sales, marketing and technical support.
“Training takes place for most of our dealers at our facility up in the north west of England. Stock is kept here in the UK to fulfil orders with often next day delivery on most products and parts.”
Are you looking to expand your dealer network?
WK: “We are not necessarily looking to expand the number of dealers, but we are working hard to grow with our current dealers who are in alignment with the Bruno values.”
Are there any other products set to be updated?
WK: “The Bruno Elite will be updated later this year. In general, Bruno will continue to update and improve all our stairlifts along with new product offerings to continue to meet the demands of the UK stairlift market.”
Bruno products are made in the US. Have you been to the manufacturing site?
WK: “Early this year, I visited Bruno corporate headquarters in Wisconsin, and toured the production, assembly and training facilities. I also got the chance to meet many of the engineers and other key individuals.
“What struck me was the attention to detail, the testing and the sheer scale of production that takes place. The fabrication area is a real eye opener. The skill involved in making the curve rails needs to be seen to be appreciated.
“Like any leading manufacturer, the Bruno facilities are designed to ensure accuracy, safety and efficiency. Bruno is very lean manufacturing centered, and all employees have a voice in continuous improvement. It’s a very cross functional, collaborative and team driven environment.”
Has the firm been affected by global shipping delays?
WK: “Sadly yes, like most of the world we have been affected by shipping. This was a challenging time for us and our dealers. We thank them for their patience and understanding during this time – we know it has not been easy.
“Bruno have made investments in people and process to ensure we have the strongest supply chains possible. Our inventory management has been reviewed, and we are now in a very strong position with things looking stable moving forward.”
