In 2018 Presteigne based Mangar Health was acquired by French healthcare business the Winncare Group, a leading European manufacturer of beds, pressure care products, patient handling equipment, and hygiene solutions.
The aids, which include bath lifts, pillow lifts and emergency lifting cushions, are used to assist with everyday tasks including getting in and out of bed, bathing, and lifting individuals who have fallen over.
Following the acquisition, the group’s Welsh operations are now working with Winncare’s divisions across Europe and further afield, in locations including Poland, Denmark, France, Spain and Tunisia. Thanks to the acquisition, it now also has a much larger range of products to showcase to customers.
Winncare Wales now has responsibility for all global English speaking markets, which principally includes Australia, New Zealand and North America.
Since becoming part of the wider Winncare Group, its turnover has grown from £10m five years ago, to stand at £14m today, approximately 20% of which is delivered via its export strategy, with these figures set to increase.
“We’ve appointed new dealers in all of our territories”, says Clare Birt, marketing director at Winncare. “Our new dealer in Australia, who we have appointed on an exclusive basis, has just made a sign-on an order that is worth around £300,000, and we anticipate more deals to follow.
“We have also been making solid in-roads into the US, where the lucrative veteran healthcare market is a major sector for us. The US Government spends tens of billions of pounds looking after its veterans and there are hundreds of veteran centres across the length and breadth of the country, which our US dealer sells directly into. It’s a huge market.
“In the US, being UK made is a huge plus point. They not only value our heritage of manufacturing excellence, but they consider our healthcare system, and the values it is built on, to be world class.”
Winncare’s success overseas has been supported by the UK’s world leading status when it comes to matters of patient lifting and handling, where cutting edge legislation and training has put the nation at the forefront of the global movement towards better patient outcomes.
“We’ve certainly benefited from the UK’s renown within this sector. The UK is way ahead of the rest of the world when it comes to patient lifting and handling”, says Clare, “and we’ve been able to tap into this expertise and available data to create products that are best in class on an international scale.”
Welsh Government support, accessed through Business Wales, has long been an important part of the company’s export success. The company has received help from Business Wales to conduct market research and source distributors in prospective territories which has helped the firm to secure dealer contracts in France and Italy, long before the Winncare acquisition. These relationships still stand today, even though they are no longer managed by the Welsh division.
“Exports offer huge potential as the challenges faced by an aging population, that our products address, are consistent worldwide”, says Clare.
“However, as a business we like to be very focused about where we’re going and who we’re speaking to. After all, the world is a big place and we need to be strategic. For us, some countries are so far behind on health and safety that trying to position our products within their marketplaces would be a waste of time, as it would require so much education.
“So, my advice to other exporters is that truly understanding your markets is vital – not all markets are for everyone, but the ones that are can revolutionise your business.”