US online retailer with ambitions of becoming the ‘Amazon for seniors’ enters the UK
An online start-up from the USA describing itself as the ‘Amazon for Seniors’ has recently entered Europe and says it plans to transform the retail continence market for elderly customers.
The brainchild of entrepreneurs Alexi Suvacioglu, formerly at eBay, and Luca Gualco, a former executive of Uber and WeWork, ‘Because Market’ is a Silicon Valley-based company specialising in incontinence products and healthcare for the elderly.
Selling its own brand of continence care products online, alongside ranges of general wellbeing products such as skincare and compression socks, the company has steadily been building its market share in the US since it was founded in 2016.
In an interview with Forbes last year, the company confirmed it sold over 50 million products to over 60,000 customers in the US and was seeing the average order amount tripling.
Many readers may wonder why this is news to take note of, however, it is the company’s recent announcement of expanding into Europe and particularly into the UK that will grab attention.
Recently, the company took its first steps into international expansion, starting in the UK, Italy and Germany.
The new European operations are headed up by Domenico Oliveto, a former Ferrari and FCA manager with several years of experience in marketing and sales.
In addition, the company is broadening its offering having recently acquired US start-up Willow, a company providing underwear specifically designed for incontinence, as well as launching its new oral care proposition, Because Smile.
Interestingly, it is the company’s wider ambition that could potentially shake up the current independent living market in the UK, should it gain momentum.
In the Forbes article, the company outlined its ambition to diversify out from just continence care and supply a far wider range of products and services aimed at elderly customers.
Still unknown in the UK, Because Market and its eCommerce model could be a player to keep an eye on over the coming months as the coronavirus pandemic forces many customers to engage with online shopping, potentially accelerating the company’s expansion.
