Sunrise Medical acquires specialist powerchair manufacturer


Sunrise Medical has broadened its portfolio and offering in the mobility market after acquiring a manufacturer of specialist all-terrain powerchairs based in Australia.

The move means Sunrise will now run Magic Mobility, which designs, manufactures and distributes off-road powerchairs from its facility in Melbourne.       

Jim Barratt, senior vice president, commercial operations, who led the acquisition for Sunrise, said that the acquisition will open up “greater possibilities” for Sunrise’s customers.

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He said: “Though we have a broad range of market leading brands, the inclusion of the Magic Mobility portfolio, which is at the leading edge of outdoor, go-anywhere, all-terrain power wheelchairs, further enables people to enjoy their life and experience an enhanced choice of product capabilities.”

Magic Mobility was formed in 1994 by a small group of rehab industry professionals. Each wheelchair is built in the Melbourne facility and is personalised for each customer.

Jill Barnett, general manager of Magic Mobility, said: “We are thrilled by this transition, which will ensure that the 24-year-old Australian brand can grow and develop even further for decades.

“Our desire has always been to grow awareness and provide more access to our products and the Magic way of life.

“We are excited to help facilitate the introduction of a global corporation into Victoria. The prospect of continuing to operate here in Melbourne and employing more local talent as we grow, is great for the Victorian manufacturing industry and the overall Australian economy.”

Johan Ek, CEO of Sunrise Medical, said: “Magic Mobility will continue to play an increased role in the global power wheelchair marketplace.

“With Sunrise, I am very excited as to what the future brings. Magic Mobility has a strong and dedicated team of people headed up by an excellent management team who will continue to run the business along with the new support, resources and experience we have at our disposal.”

Tags : all terrain wheelchairall-terrain powerchairmagic mobilityoff-road wheelchairpowerchairsunrisesunrise medical
Joe Peskett

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