ATLANTA (November 11, 2016)—Stander Inc—a home mobility equipment manufacturer based in the United States—launched Signature Life, its new product line, at the Medtrade 2016 convention in Atlanta. With a passion for helping the aging population, they entered this trade show with an additional focus of helping small business owners compete against big online retailers.

Brandon Birch, Chief Operations Officer opened up about this approach during the conference. “We listened to the concerns of our dealers who have been struggling to compete with online retailers.” Birch continued, “Stander developed a dealer specific line of products with a distribution model specifically designed to arm them with solutions.” The introduction of the Signature Life line was well-received by private dealers who resonated with the frustrations of being a brick and mortar showroom for online retailers. Stander’s booth showed their understanding of these frustrations by asking the very pertinent question, “Do customers leave your store after checking online prices?”

The purpose of this new line of products is clear, bring innovative solutions to people who want to age in place at home, and do it while supporting small business owners who know and care about their community. According to the company, the Signature Life product line will be available online, but at full MSRP through very selective channels, thus giving brick and mortar dealers the opportunity to compete on price with these products. “We listened to the concerns of dealers all across this country and saw how much they were struggling to succeed in an economic landscape where online retailers were undercutting their retail business on one side, and competitive billing and lower reimbursements were hurting them from the other side,” said Jan Miller, the company’s CEO and founder. Miller went on to say that Stander has, “always worked to be a leader in our industry, and it occurred to us that we could help lead manufacturers and dealers through these tough times and into a brighter future.” With thousands of baby boomers retiring every day, the home medical equipment (HME) market is growing quickly, Miller continued, “Our market is growing rapidly and there really are great opportunities out there for HME dealers, and the Signature Life product line is positioned to help them grow.”

Their official launch felt like a look back to a sentimental time for baby boomers reminiscent of Old Hollywood glamor. With their new Signature Life products showcased on a rotating pedestal, vendors walked the red carpet to get a closer look as the Stander team, dressed in tuxedos, greeted them. “The products are an upgrade to anything we have done before, and we wanted to express that luxury and the high end nature of the Signature Life line,” said Troy Holland, Chief Sales and Marketing Officer. Near the end of the four-day conference, Holland expressed his enthusiasm with the reception of Signature Life, “We have exceeded all of our projections at the show, and this has been a huge success!”

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