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Italian incontinent product leader Santex buys US' Parentgiving

01 Jul '21

2 min read

Pic: Santex

Santex, a leader in premier incontinence products and surgical dressing and orthopedic products, has taken over Parentgiving, the US’ premier retailer of caregiving products for the aging. The purchase of Parentgiving enables Santex to bring its world-class incontinence and personal care products into the US market. The agreement was finalised in June 2020.

For the past year, the two companies have been working on integrating operations and developing an expanded portfolio of Parentgiving's signature Dry Direct incontinence products for expansion in the United States.

"The purchase of Parentgiving enables Santex to bring our world-class incontinence and personal care products into the US market," said Alessandra Castiglioni, president of Santex. "With Parentgiving, we acquire coveted direct-to-consumer (DTC) capabilities, allowing us to quadruple our US business and reach a more affluent American consumer."

The acquisition merges Santex's world-class "Made in Italy" quality and performance with the growing DTC e-tailer, which has a fanatical consumer following and exceptionally high consumer lifetime value. Parentgiving will retain its experienced management team and continue its best-in-class customer service model.

"Since 2008, Parentgiving's mission has been to help people provide better care for their aging parents, with a particular focus on incontinence needs," said Parentgiving CEO David Spain.

"Now powered by Santex's Italian manufacturing expertise, craftsmanship, and product innovation, we can offer a range of world-class incontinence products under our Dry Direct brand, which in two years has grown exponentially."

"As a leading retailer focused on the elderly and their caregivers," Spain added, "Parentgiving proudly carries only the best brands of incontinence, nutrition, durable medical equipment, and big ticket (Lifts, Furniture, and Mobility) items - and will continue to do so - with our flagship Dry Direct brand in more product categories."

Santex leverages its capabilities and experience as a recognised partner of the Italian healthcare system to constantly evolve and provide the finest in incontinence management and personal care. The addition of Parentgiving's sales intelligence and marketplace data from US consumers will help Santex shape product development, research and development, and capital investments.

Fibre2Fashion News Desk (SV)