WAUKEGAN, Ill. — Briggs Healthcare, a supplier to the hospital, pharmaceutical/DME and retail markets for 65 years, on Monday announced it is aligning its brands under the HealthSmart name as of summer 2014. The brand will be supported by a new website for wholesale and retail customers and, in collaboration with its retail partners, new packaging. Following the announcement, more than 1,000 products will be rebranded as HealthSmart.
"The time is right to bring all of our excellent products under the HealthSmart umbrella with a renewed focus on our marketing and brand," said Brad Mueller, EVP sales and marketing Briggs Healthcare. "We have seen the health-and-wellness product market grow, and there is great demand for stylish, well-designed products that meet customer needs. Many people don’t want to be seen with what they perceive as a medical product, so design and style are key," he said. "We are working on new product ranges that will compliment our existing offering and will excite our wholesale and retail customers alike."
In addition, new talent has been brought in to lead and overhaul its global sourcing and marketing function, including a new product development lead. New SVP marketing Vicky Mitchell joined the company following the acquisition of U.K.-based brand Switch Sticks. Mitchell now leads a team focused on the launch of the HealthSmart brand including newly appointed product development director Sam Bradley, who joins the company from Sears and ACCO Brands.
And Randy Evans joins the company as SVP global sourcing, having worked in China and Asia in a variety of sourcing roles, and formerly in the United States at Dollar General, K Mart, The Marketing Store and Sears.
Briggs is looking to increase the market share of the HealthSmart offering and build on all of its current sales channels, including e-commerce. A new website for wholesale customers launches in July with a new consumer store slated for September.
The company sells through thousands of pharmacies and drug stores, major retailers including Walmart, Walgreens, CVS, directly into medical facilities and internationally through a network of distributors.
Since buying DMS Holdings in 2004, Briggs has maintained the MABIS Healthcare, DMI and Stein’s Professional Foot Care brands, which were part of the DMS portfolio. The Switch Sticks and Brazos Walking stick ranges were added in 2012.
Briggs Healthcare’s medical records business will remain unchanged and still operates under the Briggs name.