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EXCLUSIVE: Dealer network to remain key to Roma’s growth strategy, say bosses

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Bosses at Roma Medical plan to strengthen the mobility supplier’s dealer channel and will avoid depending on just one route to market this year as part of its growth strategy.

The industry supplier, which is based at its manufacturing site in Bridgend, South Wales, has decided on making itself as diverse as possible to cope with market challenges and pressures.

The strategy includes supporting its dealer network, which still forms the core foundation of the supplier’s business and commands most sales, despite the obvious challenges the retail market is facing.

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All of the market’s suppliers are having to adapt to a changing retail environment to ensure profitability but Roma believes key growth will still come from the dealer channel if it continues to invest in suitable products and supporting partners.

Simon Dalton, managing director of Roma, said that with much of the market “going online”, it will be important for the supplier to stay loyal to its dealer network in spite of the challenges.

Roma’s strategy in the next year will be to sustain its dealer sales while trying to grow its various other arms, including its tendering operations and sports equipment, Dalton said.

“You hear on a daily basis about how hard it is out there for dealers and how they’re trying to compete with the internet. You can’t throw all your eggs in one basket. Yes, it’s good business in terms of turnover but the profit is another thing.

“That is where our focus has been – getting back to profitability, which we did at the end of November.”

Dalton is adamant that the scooter and power side of Roma will remain important to its operations moving forward, reasoning that it is important to keep its fingers in all the pies.

The management team has been regularly visiting the Far East to discuss new projects with its suppliers and has the capability to design and develop products at its UK facility before having them manufacturer in Asia.

Recently, the company launched a new enhanced version of its Reno II powerchair which is designed to build on the style and outdoor and indoor capabilities of its predecessor.

The Reno Elite was conceived and prototyped at Roma’s facility and is designed to offer “unparalleled safety” in a package that is easy-to-use and maintain with a 21 stone maximum user weight.

Dalton added: “We are looking forward to introducing further products and developments suitable for all market sectors in 2019.”

Tags : Mobilitymobility equipmentpowerchairreno
Joe Peskett

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