Dr. Comfort jumps into hosiery

Tuesday, November 23, 2010

MEQUON, Wis. - Dr. Comfort rounded out its diabetic footwear products this fall by kicking off its first ever line of compression hosiery.

"It's a beautiful opportunity for the thousands of dealers that we have (and) a natural extension for us," said consulting director Dave Higgins.

The new Shape to Fit line includes prescription and non-prescription hosiery. It joins Dr. Comfort's existing products--diabetic shoes, socks and inserts--and serves as "another revenue enhancer" for the company's providers, Higgins said.

Before deciding to enter the compression market, Dr. Comfort surveyed many of its current diabetic customers. The company discovered that 20% wore compression hosiery and another 15% or so had been prescribed compression hosiery but considered it uncomfortable and didn't wear it, Higgins said.

"We needed to have products for that population," he said. "If we were putting diabetic shoes on patients who were wearing compression hosiery, they purchased it from a competitor."

Additionally, the non-prescription hosiery broadens the product's appeal beyond the diabetic market, making it available to people who are on their feet a lot and want to feel that that their "legs are still alive at the end of the day," said COO Eric Lorenz.

"For all too long the compression-ware market has been made too complicated," Lorenz said. "We are trying to make it light, fun and more available for everyone."