Supplier Spotlight: How Etac is embracing a new age in mobility and seating
A Swedish developer of innovative assistive devices and patient handling equipment, Etac has been manufacturing wheelchairs for 50 years. With the addition of Ki Mobility, Star and Convaid in recent years, it now has a renewed focus on developing its mobility and seating offering to the UK dealer network and NHS wheelchair services. THIIS chats to Ryan Hirst, European Sales Manager at Etac, to find out more…
Can you tell us about your role as European Sales Manager at Etac?
“I have joined Etac to further develop the wheelchairs and seating business. Etac acquired Ki Mobility around 18 months ago. This strengthened our product portfolio in the mobility sector, building on fantastic Etac fleet products from Sweden, the US Convaid brand acquired back in 2015 and specialist paediatric products from R82.
“Initially my goal is to consolidate the full portfolio under the Etac brand. Then we will grow the business! We are building a new sales team, adding customer service resource and supporting our European teams with their integration projects.”
What was your experience in the mobility industry prior to joining Etac?
“I came into the mobility market as a product manager and from day one I was hooked! The intricacies and prescriptive nature of a wheelchair to an individual’s needs is unlike anything I had seen before and the level of detail you can go into is immense.
“Coming from a rather dull IT background, I relished the thought of actually contributing toward someone’s wellbeing, this has always given me an extra push of motivation. After a tenure at Sunrise Medical working up to a senior UK post, I took the plunge into direct provision and launched my own mini dealership.
“My timing was, of course, impeccable and the month after we went into lock down! Despite this we enjoyed some priceless years with the family and gained even more experience at the coal face but it wasn’t without its challenges.
“I have certainly gained a lot of empathy for our dealers through this experience, the level of service that is required and how important it is to buy quality products. My business was geared toward single supply, and I have learned first-hand how important it is to offer choice for our customers but also for the business owners.
“I never thought that I would return to corporate but the culture at Etac was instantly welcoming and the opportunity to build a fresh team with great products from Ki, Convaid, R82, Star and the Etac range is really my dream job.”
Etac has been going for over 50 years. What do you think is the secret to its longevity?
“Etac was founded in Sweden in 1973. Sverker Göthberg had the vision to provide a new range of assistive devices with innovation, functionality and design in mind. These principles continue to underpin everything we do – nowhere is this more visible than in our wheelchair business. Development has been run by Bosse Lindqvist who saw a need for better wheelchairs after having gained a spinal injury in a tractor accident.
“Etac is perhaps best known in the UK for its R82 paediatric brand. The UK company was established more than 20 years ago and is now the leading brand for children’s assistive products. This year we celebrate the launch of our most advanced seating system yet – the x:panda Shape.
“We have a highly experienced Patient Handling and Bathroom Aids team that already deal with a lot of the dealers we cross over with mobility product on. This team has constantly adapted their approach and offer fantastic solutions in both mobile & overhead hoists as well as ADLs.
“Now we are entering into a new age of focus on mobility and seating products from world-class brands. So the secret? Aside from the awesome products and people in the business, we have a slightly different ownership setup than I have experienced before.
“Our owners, which have been around for more than a century, operate with the aim of providing a better quality of life and more jobs for as many as they can in a sustainable and ethical way. I think when your goal is making the world a better place, a 50-year milestone becomes more than achievable!”
What are the latest products that have been launched by Etac?
“From the mobility side of the business we have the opportunity to treat our range as a host of new products. Our customers may have seen things before but we have more resources now and want to offer a higher level of education on these.
“We have recently launched the Rogue 2 which comes with some insane mechanical enhancements that work great with powered add-on devices, has a low transfer weight and we have worked hard to inject more value into that wheelchair for the end-user.
“The Rogue 2 isn’t just another offering in that segment, it is able to future proof changes for the client and a higher level of service for our dealerships through intuitive adjustments.
“We also have the re-release of the Star cushion range to dealers who get involved in high-level pressure care which can be married up with our exceptional tilt-in-space wheelchairs. These cushions are perfect for those at high risk of skin breakdown or have had pressure sores previously.
“The StarLock cushions enables individual cells to be locked off meaning that at risk pressure areas can be completely isolated and allowed crucial time to heal. We have some outstanding testimonials around this and actual cases where clients have avoided expensive surgeries and months bed bound!
“We also have a ton of other products just around the corner so watch this space!”
What is the bestselling product for Etac at the moment?
“We have exceptional active paediatric wheelchairs that lead the way in efficiency, aesthetics and stability. Children’s wheelchairs have always presented manufacturers with a challenge due to high cost and a lower client base, which has limited development.
“Ki Mobility’s motivations have always been a little different to the standard commercial argument and they have created some very exceptional wheelchairs. They are not only functional in a range of specifications through very small children, teen and young adult but they look great and they deliver masses of growth.
“In addition to this we include some unique features like our Dynamic 5th wheel which offers the safety of an anti-tip whilst allowing flex so that children can start to lift their front wheels without the risk of tipping out the back and develop their skills & confidence. Ki have also completely re-designed the wheels & caster wheels we use for increased endurance and efficiency but I could really talk about that all day!”
How are your products distributed in the UK?
“Everything from our Ki site is direct shipped to our dealers using FedEx, which is not cheap! But it’s very quick; we deliver within three weeks on most wheelchairs and FedEx send update emails regularly, so once it leaves our factory you are kept up to date every step of the way and know exactly when that wheelchair is going to arrive.
“We also have a state-of-the-art, purpose-built site in Hartlebury, just outside Kidderminster, that we ship into from other global sites, hold stock of run-rate items and assemble some of our paediatric products.”
Is Etac looking to expand its dealer network?
“Absolutely. We are lucky to have an established dealer network from the work that has been done over the years but there is always space to grow! Dealers that want to increase their active chair offering, have a demand for paediatric chairs/buggies or offer more advanced seating then please get in touch. We would love to have a chat and see how we can support you.
“During my time in direct provision, I really began to understand the consequence of product failures and faults, and the overarching cost this has on a business. We are able to offer high-quality solutions that withstand everyday use; I know how important this is for our customers and dealers alike.
“Any interested retailers are invited to please get in touch with Gavin Hosking (Territory Sales Manager South) on 07483933122 or email gavin.hosking@etac.com, or Noel Brennan (Territory Sales Manager Midlands & North) on 07484069416 or by emailing Noel.brennan@etac.com. I can be contacted on 07843933058 or via email on ryan.hirst@etac.com.”
Can you tell us about Etac’s new production facility in the UK?
“The UK site is gorgeous! This has been purpose built to the specification of the UK business with a huge investment from the group. The UK team were very much involved in the set-up and functionality of the building and persevered for many years in the old building before this was ready.
“Etac are a green company with a genuine drive toward a more sustainable future and this is reflected in the features that have been worked into the building. For example, the warehouse hosts a solar panel roof and light windows linked to sophisticated LED lighting system that operates when required and similar heating.
“Our operations team have also created an exceptional refurbishment space so that we can offer this service to our customers and cater for ongoing fleet management contracts.
“In terms of what this offers the UK business, the sky is the limit. The UK outfit have delivered exceptional results year on year in the previous facility, now there is even more space to grow…”
What are Etac’s plans going forward in the industry?
“Across the business there are some fantastic opportunities, particularly in the mobility and seating team as the breadth of customers we offer our products and services to continues to expand.
“We are about to bring another head into our customer service team and a new salesperson, with plans to recruit another salesperson later this year. This alone would have seen the team double in the last 12 months!”
