Carex sprung: Age-old brand leaves Rubbermaid for new union as Apex-Carex

Abstract

Over the next two years, Carex will leverage the recognition of the Rubbermaid brand by marketing its products as Carex By Rubbermaid. All manufacturing facilities will be retained, and current Rubbermaid associates with Carex are moving into the new company.

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SAN DIEGO - Carex, one of the oldest names in home medical equipment, is leaving Rubbermaid in an acquisition by Apex Medical, a vendor of self-care products. The new company, to be called Apex-Carex Healthcare, will be headquartered here.

Over the next two years, Carex will leverage the recognition of the Rubbermaid brand by marketing its products as Carex By Rubbermaid. All manufacturing facilities will be retained, and current Rubbermaid associates with Carex are moving into the new company.

Carex,, which considers itself the third or fourth most significant vendor of bath safety, patient aids and mobility aid after Invacare and Sunrise Medical, sells into home healthcare through such distributors as AmerisourceBergen and Pinnacle Medsource. The company does do some direct fulfillment with larger HME companies, such as Walgreens, but is committed to distribution channels.

"We're partnering with these wholesalers so we can reduce the costs of goods within the supply chain, so we can focus on the manufacturing and the marketing of goods and not have to ramp up the supply logistics," said David Fravel, business development manager at Apex-Carex.

Beyond the HME provider and pharmacy market, Carex has cultivated ground on Wal Mart's shelves. Five years ago, Carex was visible in about 500 stores across the country. The Wal Mart business since, said Kravel, has been static.

"If there is to be a home healthcare and mass mrechant relationship that goes forward in a big way, we want to do it the right way," he said. "At this point, it's not the right timing to go forward with the mass merchant."