Brand new loyalty
THE booming home care market is fuelling sustained growth at a Geelong company that specialises in reusable products that help manage incontinence.
The Galway Trading Group has seen increased sales of its Conni products to both direct-to-consumer and B2B markets in the past couple of years.
General manager Norm Douglas said the rollout of the NDIA, which empowered people with a disability to make choices on preferred suppliers, and a more people-focused approach to aged care were having a positive impact on the industry.
“At the moment, parts of the home healthcare industry are growing at around 30 to 40 per cent a year,” Mr Douglas said.
He said Conni’s growth had mirrored the wider industry over the past couple of years as consumers developed familiarity with the brand and put their trust in the quality of the products.
“Incontinence is one of these things no one wants to talk about until you have to,” Mr Douglas said.
“As more and more people start buying the products that they want … they get more knowledgeable about the products.”
He said public education about continence aids and reusable products was a bigger challenge for the company than brand awareness.
The North Geelong company is in the rare position of being the brand owner, product developer, manufacturer, wholesaler and retailer for its incontinence management products that claim superior moisture-absorbing capacity.
It makes men’s and women’s underwear in adult and children sizes, bed pads and a range of aids such as cloth nappies and swimwear.
Founded by managing director Glenys Drayton in 2002, Conni sells reusable incontinence products for hospitals and aged care and to support independent living.
Originally a wholesaler, the company has in more recent years sold direct to consumers online.
Mr Douglas said the warehouse and ordering systems developed to support commerce had meant the company and its team of 15 was well equipped to manage the move to remote working during the coronavirus lockdowns.
After some early concerns with its manufacturers in China, product supplies have also continued without interruption since those factories reopened.
It has also joined in a spike in face mask sales since it was announced they would be mandatory in Melbourne, with its range including reusable masks with an inner pocket to fit silver ion filters that help kill bacteria.
Mr Douglas said more than 1000 of the masks were sold in the week after the government decree.
Conni is available throughout Australia, with about 20 per cent of its product exported to Europe, Japan, New Zealand, Singapore, Malaysia and the US.
Galway also owns Accalia, a range of reusable undergarments for feminine hygiene, designed as a disrupter to the disposable products that predominate in this category.