BackCare is now big business for a small Australian company
Melbourne-based Backcare & Seating already supplies its customised products across Australia as well as to more than 15 countries, with clients including the Metropolitan Police Force in London, the City of Minneapolis in the US, the Premier of Ireland’s office, and telecommunications giant Nokia in Norway.
Its strategic alliances formed over 14 years of licensing globally has attracted strong partners.
“Following an approach from a consortium of business interests, the Australian retail business is now expanding to become the largest global retailer in total backcare, seating and bedding solutions using its own proprietary and exclusive lines,” said founder Kumar Rajaratnam, an Australian-trained physiotherapist with a background in biomechanical design engineering.
The company is also working towards an Australian retail store expansion to more than 45 outlets within a few years.
“This expansion could not have occurred had we not been approached by Tom deMasi, Michael Anthony and Walter Adamson” Mr Rajaratnam said today. Tom deMasi has built leading strategic branding programs for companies like McDonalds, Dr Lewins, Bridgestone and Minter Elision, whilst Michael Anthony has helped build significant brands in Australia such as Boost Juice, Ezy DVD and Red Rooster. Walter Adamson held senior executive roles in BHP-Billiton for 20 years and has international experience in identifying and consummating strategic partnerships.
“They helped us see the full potential of our business and the trees from the forest,” Mr . Rajaratnam said. With this team, we have taken this small retail business in Australia and are now receiving enquiries from around the world. We are hosting our third delegation from overseas in as many months, even before the print has dried on our business cards from our re branding and repositioning.”
Mr Rajaratnam said back pain was being increasingly recognised by companies as a major health issue potentially affecting the productivity of their employees.
“Back pain is a condition that largely can be avoided with the use of well-designed seating, bedding and ergonomic products,” he said. “This fact has not been unnoticed by businesses, who are now spending big to ensure that they retain staff with the right ergonomic environment to work in.”
Back pain affects some 80% of people in the Western world. A recent Australian Bureau of Statistics National Health Survey found that 38% of expenditure on physiotherapist, chiropractors and therapeutic massage therapists was for back pain. The same survey also found that $866 million of Australia’s national health system expenditure was spent on back pain.
With baby boomers now having larger disposal income in retirement, comfort is primary in their selection of products for their home including lifestyle recliners and beds. 20.11.2007
Contact BackCare & Seating
Tel: 03 9349 1757
