Sunrise Consolidates Plant Functions: ‘We Have Reinvented Ourselves,’ Rossnagel Says

FRESNO, Calif. — Sunrise Medical announced details March
26 of an ongoing strategic plan for its North American mobility
business unit.

“Our goal is to become the most efficient provider of premium
mobility products and services in the U.S. market,” said Sunrise
President and CEO Thomas Rossnagel in a release. “We have truly
reinvented ourselves in the past two years here in the U.S. The
positive feedback we have received from our customers confirms we
are on the right track. Now is the time to take the next step in
our evolution.”

The company said it has made “significant progress” over the
past two years, and that customer satisfaction and core product
revenues have increased “due to an improved and sharpened focus on
the key stakeholders within the complex rehab market segment.”

Following the November 2009 divestiture of its Guardian HME
product line, Sunrise said the company has strengthened its core
rehab business with a series of introductions, including the
Quickie Q7 lightweight rigid wheelchair and the Jay 3 cushion.

“In today’s market it is important to be more efficient than
your competitors,” Rossnagel said. “It is about having lean
business processes in place and having to manage as few as possible
internal interfaces. Improving the way we operate today in that
direction will inevitably make us an even better supplier to our
customers.” 

The company will achieve this “by consolidating certain
functional areas from our Longmont, Colo., facility into our
Fresno, Calif., facility,” he said.

“In order to facilitate this move we are making significant
targeted investments. Examples include our recently completed
consolidation of our custom seating plants into our Fresno
facility. This allows us to offer our dealers a complete base and
custom seating solution which drives efficiencies for all parties
involved,” Rossnagel continued.

“An improved customer ERP infrastructure is underway and planned
for completion this summer. These important investments will enable
us to provide faster and improved customer service to our U.S.
customers at a time when efficiency gains are vital.”

Pete Coburn, Sunrise president of U. S. commercial operations,
added the effort “means that in the segments we participate in we
will offer a premium product in regards to functionality,
appearance and durability. Furthermore we will provide premium
services for our dealers, clinicians and end-users.” The company’s
premium brands include Quickie, Zippie, Breezy and Jay.