NZ incontinence underwear hits big time
A New Zealand incontinence underwear brand will be sold on the largest television shopping channel in the world.
Confitex, a leak-proof, absorbent underwear brand for men and women who suffer from light bladder leakage, has signed a deal with the Home Shopping Network (HSN) in the United States.
Confitex chief executive Dr Mark Davey said the adverts would start in November.
‘‘It’s [a] huge market and hard to crack, takes time and a lot of investment but the size of the prize is worth it,’’ he said.
The US$2.1 billion ($NZ3.1b) merger of Quality Value Convenience (QVC) television network and HSN by end of the year will create the largest television commerce company in the world.
The merger is a tactic to combat Amazon’s dominance in the US after HSN’s sales declined 3 per cent last year and QVC’s slowed, according to the New York Times.
The company has partnered with US urologist and co-host of the Emmy Award-winning television show The Doctors Dr Jennifer Berman.
The global incontinence market is worth US$11 billion, with around 540 million people experiencing bladder issues.
The market is predicted to grow significantly in the next 10 to 15 years due to an ageing population, increased life expectancy, greater health awareness, and increases in rates of diabetes, obesity, prostate and other issues that impact urinary function.
Davey said there were few options in the US for absorbent underwear, and existing products made people feel self-conscious due to bulk and odour.
‘‘The Home Shopping Network deal will further normalise the Confitex brand in the eyes of the American consumers by creating awareness of the widespread need for leak-proof underwear,’’ Davey said.
‘‘It’s very brave of the network because many media outlets and retailers have an outdated assumption of the people affected by light bladder leakage and their needs.’’