Retailers and contractors needn’t feel daunted by special needs bathing and showering, says Eurocare Showers MD, Mike Holborn. He believes that it’s simply a case of finding the right supplier in what is a fast growing and lucrative market.
According to Mike, who established Doncaster-based special needs bathing and showering products manufacturer Eurocare in 2001, many contractors and retailers are put off by what they perceive to be the highly specialist solutions required for consumers with special needs.
“In reality, only a very small percentage of the domestic retail market requires specialist disability solutions,” he says. “The vast majority of customers come from a group that has now been coined the ‘grey market’; a group that is growing year on year as the average life span in the UK continues to increase.”
He believes that in this rapidly expanding market there is more scope than ever for special needs bathing and showering to be integrated into mainstream bathroom retailing, and sees no reason why - with the right support - retailers and contractors shouldn’t successfully expand into the sector.
“The right support is key,” he says. “More and more manufacturers are seeing the benefits that close partnerships with retailers and contractors can deliver. From the retailer perspective, working with a reputable manufacturer who understands the retail market ensures that customers get the right product installed correctly first time, and gives them the added peace of mind that top quality products, the best in customer service and extensive technical support can provide.
“Retailers are often daunted by the term ‘special needs’ in this industry, but there’s really no reason to be - particularly given the current demographics of the market and the support available from the manufacturing sector. ‘Special needs’ is an incredibly broad term, and one that covers a huge range of different consumer needs.
“Only a small percentage of retail customers require specialist bathing or showering solutions, and there is steady stream of increasingly sophisticated products emerging to meet these needs.
“The vast majority of the market comprises - by and large - an ageing population, for whom old age brings restricted mobility in varying degrees. Here, it’s much more about helping to make people’s lives easier, and enabling them to enjoy the pleasures of bathing rather than the feeling that it is becoming a chore.
Something as simple as a walk-in bath can help someone who is no longer able to climb in and out of a traditional domestic bath to continue bathing and maintain his or her independence. What’s more, products at the higher end of the market are easy to install in place of an existing bath, whilst looking every bit as good.”
According to Mike, new product development for special needs bathing and showering applications is now more than capable of holding its own against traditional domestic products.
“Removing the mobility barriers of old age and reminding people of the pleasures of bathing is a key consideration in new product development, and is as much to do with aesthetics as it is functionality.
“Historically there’s been an element of trade off between style and practicality in this part of the industry. The forward thinking manufacturers are recognising this, and addressing it through the development of some incredible products.
“Why shouldn’t people be able to enjoy the pleasures of bathing - as well as spa or whirlpool baths - simply because their mobility is restricted? And why should these products look any less aesthetically pleasing in a domestic setting than their traditional counterparts?
This is something Mike feels strongly about. As such, Eurocare is one of several manufacturers that have invested heavily in product development to deliver a range of products that is both practical and stylish. The latest Eurocare offering is a new collection of doors and screens manufactured in chrome and glass, which Mike is confident will look at home in any domestic setting.
“We’re seeing more and more retailers recognising the potential for special needs bathing and showering to become part of the mainstream. We’re also seeing more and more of the bigger players entering the market. There’s huge scope for retailers and contractors to capitalise on this growing industry and, with the right manufacturing backup, there’s plenty of scope for success.”
