Freedom Fighters fills niche market with women’s boutique

Sunday, November 30, 2003

ABILENE, Texas - Freedom Fighters of Texas, a rehab provider with a knack for recognizing opportunities in disparate markets, recently leaped into the world of women’s health after finding success in orthotics and diabetic supplies.

“It is just looking for new markets to expand into, not putting all your eggs in one basket,” said Freedom Fighter’s President and CEO Jeff Day.

The opening of Intimate Illusions, a post-mastectomy service provider, has been Freedom Fighter’s furthest foray to date from its core rehab competency.

Day and Intimate Illusions’ CEO Jessica Kincannon decided to act on the idea to fill a hole in the local women’s health market. No provider of post-mastectomy products was giving women the privacy to browse the products away from the standard DME showroom floor, said Day.

“I find that the older ladies who have been through their surgeries, they want more privacy when they are choosing and trying on their bras,” said Kincannon.

Since Intimate Illusion opened its doors in late summer, the company has experienced slow but rewarding success.

Services offered include foam and silicone breast forms, bras, scarves and hats and swimwear, with plans to add an exercise class to promote lymph drainage, a support group and lymphodema massage.

“We are carrying everything to try and help the women fulfill their emotional needs as well as their physical needs,” said Day.

Day’s emphasis on providing clients with a “one stop shop” has paid off in big ways. Seventy percent of Freedom Fighter’s referrals come from patients, and Day hopes the same will hold true with the new venture.