Sunrise Acquires Magic Mobility

Buy will add Australian company’s all-terrain custom wheelchairs to Sunrise’s line of power chairs, manual wheelchairs, and scooters.

Wheelchair and scooter maker Sunrise Medical has picked up Magic Mobility, an Australian manufacturer of all-terrain power wheelchairs.

Manufactured and distributed from Magic Mobility’s facility in Melbourne, Each wheelchair is personalized for its user. The company was founded in 1994 by a small group of rehab industry professionals, including leaders Ashley Daff and Andrew Shipley, with a mission to “empower people to push boundaries in a world that’s not flat.”

“The opportunity of offering our customers greater possibilities in terms of power wheelchairs is at the heart of this acquisition,” said  Jim Barratt, senior vice president commercial operations for Sunrise. “… 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.”

“Our desire has always been to grow awareness and provide more access to our products and the Magic way of life,” said Jill Barnett, general manager of Magic Mobility, who added the buy will help the 24-year-old brand continue to develop for decades. “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.”

About the Author

David Kopf is the Executive Editor of HME Business and DME Pharmacy magazine. Follow him on Twitter at @postacutenews.

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