A Medical Device Daily
Sunrise Medical (Carlsbad, California) has reported plans to "evolve" into two separate organizations, Sunrise Mobility, a mobility-focused business and DeVilbiss Healthcare, a respiratory-focused business, effective July 1. Sunrise said creation of the two businesses is expected to improve "agility, flexibility and responsiveness to industry demands for both organizations."
Sunrise Mobility will supply Quickie, Jay, Guardian, Hoyer, and Bio Clinic products. In addition it will offer the A.R.T. Group portfolio of products, which includes Whitmyer, AES, Rehabilitech, Kid Kart and Kid's Up brands. DeVilbiss will supply the DeVilbiss respiratory and sleep therapy product lines.
Michael Hammes, CEO and chairman of Sunrise, said, "We're in a time of change — as an industry. And in time of change high performing organizations need to improve and adjust business structures, to evolve and reinvent themselves… . A truly focused approach can make all the difference in the world and we just couldn't provide the necessary focus as one organization."
Sunrise Mobility and DeVilbiss Healthcare are finalizing their global operational and commercial plans, according to the company. Each organization will have a dedicated sales force. DeVilbiss customers can continue to order products through Sunrise Medical until July 1. After that date, DeVilbiss customers will be required to place orders with DeVilbiss Healthcare.
Sunrise sales associates will begin representing A.R.T. Group products beginning July 1. Beyond selling and marketing, all other A.R.T. Group functions will remain independent to ensure that the A.R.T. Group preserves operational flexibility, the company said. "As a separate organization, we'll be better able to identify and plan for shifts in the market and react accordingly. This really will strengthen our position as a player, both domestically and internationally," said Kees Regeling, president/CEO of DeVilbiss.
Sunrise makes products and assistive technology devices for the recovery, rehabilitation and respiratory needs of patients in institutional and homecare settings.