History

Sanicare AB was established in 1990 by Ms Yvonne Lundin, Ms Ulla Eklundh and Ms Annika Ulfström when they acquired the brand name and other rights to Assort Hygiene’s incontinence products. Sanicare AB’s main interest was to develop market and sell incontinence products with its own brand name. The product range has been gradually extended over the years and in 2005, Sanicare AB acquired the product rights and brand name Absorba for washable incontinence products. In April 2008 Sanicare AB acquired the shares in MerryCare AB, a company working in the field of products line of ADL- and Walking Aid products.

Market

Sanicare AB’s main market for disposable incontinence products is the Swedish primary care market. The majority of all sales of both disposable and washable products are achieved through public sector tendering procedures where municipalities and county councils frequently collaborate. Sales of this type of responsible for approximately 90 per cent of the company’s total sales. The market is characterised by keen competition in the disposable market sector. Sanicare AB exports some products to Japan and Australia. Sanicare AB has recently launched a new web site, www.sanicare.se, which will be translated to English autumn 2008. Sanicare Direct AB, a subsidiary to Sanicare AB, publish a new printed catalogue every year as a complement to the web site. The brochure is sent to home help services, service homes and private people.

Market share

According to Medtech, the trade association, Sanicare AB’s market share in the disposable incontinence product segment on the Swedish market (county councils and municipalities) is 15 % to over 20 % in the current product range. We expect a gradual increase in our market share following the tenders we have submitted and marketing investments we have made or that are in progress. In many respects Sanicare AB enjoys an attractive market position. By own estimate we have a strong market position in washables with a market share of 30 %. Current pricing structures put great demands on effectiveness, efficiency and low costs. Sanicare AB has consistently chosen to keep costs at an absolute minimum. Brands Sanicare owns the following brand names:

    * Absorba
    * Merrycare
    * Sanisoft
    * Saniline
    * Saniform

Product range

From the time of its formation, Sanicare AB’s core business has been the sale of incontinence products for incontinence problems of a milder nature and washable incontinence products. The product range has been gradually improved and extended so as to cover all requirements for sufferers of mild and medium incontinence, this expansion is near completion with respect to both disposable products for out-patient care and washable products. In 2006, a division of sales was implemented. Sanicare AB offer and sell incontinence products to both the public sector and some private organisations. Sales to other institutions and the private sector are made through Sanicare Direct AB. To see the complete Sanicare product range including MerryCare AB:s product range visit www.sanicare.se.

Organisation

Sanicare AB employs consultants for special needs such as tendering, product development, product testing etc. All administrative work is conducted by the company’s office in Falkenberg. The company’s executive management, Ms Yvonne Lundin, CEO is based in Stockholm. All special services required for product development, testing, logistics etc are bought from outside the company.

Production

Products are currently manufactured in USA, Sri Lanka, Italy, Finland, Portugal and Sweden under contract.

Logistics

When direct deliveries are not possible, the main part of all logistics concerning disposable products is currently managed by OneMed. A stock of samples is maintained in Falkenberg; Falkenberg is also the packing centre of samples for prescribers and members of the public.

Development

Generally speaking, Sanicare has enjoyed positive financial growth. The turnover for the business year starting 2008 09 are estimated to 40 million SEK. For more detailed financial information, please take direct contact with us.

Contact person: Olle Rosdahl
Address: Box 260, 311 23  Falkenberg Sweden.
Phone: +46 346 71 55 30
Fax: +46 346 72 55 39
E-mail: info@sanicare.se

Website: www.sanicare.se