Unforgettable company ‘one of the world’s top five firms’ in elderly care market

CEO and Founder of, an online retailer of dementia products and living aids, has become the only UK finalist in a worldwide start-up event which is looking to find the world’s best new innovators in the elderly healthcare market.

More than 30,000 voters and a team of expert judges selected Unforgettable as one of five finalists for Aging2.0, which looks to encourage innovation in ageing and attracts large interest across the globe from small businesses all focused on helping older people to live well.

This latest award follows on from a £2.25m investment made in the company earlier this year by healthcare venture capital fund McKesson Ventures designed to help the retailer expand globally.

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Unforgettable, which was founded two years ago, is the brainchild of James Ashwell, who set the business up after caring for his mother with dementia for five years and spying a gap in the market for “simple, affordable solutions” accessible to those affected by dementia on a global scale.

Unforgettable does sell mobility scooters and other independent living aids but in an interview with AMP, Ashwell said that its focus  is on dementia-specific products. The company has a distribution partnership with Lloyds Pharmacy for its own products and it is rolling out across 500 stores.

The competition final will take place in San Francisco in November during Aging2.0’s Optimise Conference. Ashwell has been invited to attend and present a final pitch to the judges.

“We are so proud to have got through to the final of such a prestigious event,” said Ashwell. “The calibre of start-ups we were up against was deeply impressive and we are delighted and humbled to have been selected.”

The other four finalists are from the US, Canada and Israel. The winner will receive a $10,000 (£7,700) cash prize.

Tags : aging2.0dementiaHealthcarejames
Joe Peskett

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