Provider continues to look past incontinence

Tuesday, March 31, 2009

OLIVETTE, Mo. - Home Delivery Incontinence Supplies (HDIS) expanded its reach into the aids to daily living (ADL) market when it acquired Best Buy Healthcare last week.

The deal positions HDIS as more of a one-stop shop for its customers, comprised mainly of senior women shopping for bladder control products, said Mark Nedvin, vice president of marketing for HDIS.

"Our customers have approached us over the years and asked us if we could help them get certain other products," he said. "The Best Buy Healthcare catalog includes a variety of ADLs and urologicals outside our core products."

HDIS first ventured into ADLs in 2006, when it acquired Mail Order Medical Supply. Since then, the 23-year-old company has surpassed $40 million in sales.

HDIS has no immediate plans to roll the Best Buy brand into its own. Instead, Best Buy will operate as an "HDIS company," said Nedvin.

Now part of HDIS, the Best Buy catalog will add the company's two house brands, Reassure and HomeChoice, to its offerings.

"As a company you want to stay balanced and not lose focus on what your core business is," said Nedvin. "(This deal) was a good fit for us. There was a strong similarity between the customer bases we both serve."

Terms of the deal were not disclosed, but Nedvin said HDIS plans further growth, both organically and through acquisitions.