Page 14 - Mobility Management, October 2018

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Sunrise Medical Acquires Australian Power Wheelchair Manufacturer Magic Mobility
Sunrise Medical has acquired Magic Mobility, an Australian manufacturer best known for its all-terrain power wheelchairs.
In the Aug. 1 news announcement, Sunrise described Magic Mobility as “the market leader in off-road and all-terrain power wheelchairs” and noted, “Each wheel- chair is built in the Melbourne facility and is personalized for each customer.”
Expanding Power Chair Offerings
For Sunrise Medical, the purchase brings the opportunity to offer even greater variety and range in seating and mobility for consumers and the professionals who work with them.
Jim Barratt, Sunrise’s Senior VP of Commercial Operations, led the acquisition efforts.
“The opportunity of offering our customers greater possibilities in terms of power wheelchairs is at the heart of this acquisition,” Barratt 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.”
More Product Development Opportunities
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.”
In the news announcement, Sunrise CEO Johan Ek lauded the Magic Mobility team: “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
Magic Mobility will continue to play an increased role in the global power wheelchair marketplace — Johan Ek
excellent management team who will continue to run the business along with the new support, resources and experience we have at our disposal.”
Innovation In Motion, based in Angola, Ind., is the exclusive distributor of Magic Mobility power wheelchairs in North America.
After the acquisition announcement was made, a Sunrise Medical spokesperson said, “There is no change for Innovation In Motion. They will continue to be the exclusive distributor of Magic Mobility chairs for all of North America.” Innovation In Motion also distributes standers, manual wheelchairs for children, and gait training systems from other manufacturers.
The Magic Mobility power wheelchair offerings include the Extreme X8 four-wheel-drive, off-road power chair and the Frontier V6 line of power chairs that comes in several configurations, including front- and rear-wheel drive, plus a “hybrid” model that’s designed to maneuver well indoors as well as outdoors. Rehab seating and power positioning options are also available for the clients who require complex postural support. m
Magic Mobility’s Frontier V6 power chair is available in multiple drive- train configurations and features all-terrain abilities.
For Magic Mobility, the new ownership offers expansion and development opportu- nities for years to come.
“We are thrilled by
this transition, which will ensure that the 24-year-old Australian brand can grow and develop even further for decades,” said Magic Mobility GM Jill Barnett. “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
14 OCTOBER2018|MOBILITYMANAGEMENT
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