Parentgiving Inc., a retailer of caregiving products for the aging, announced the expansion of its Dry Direct incontinence line adding world-class Italian comfort, softness, and performance consumers expect from the leader in premium incontinence products. As the only premium incontinence brand manufactured in Italy, the new product line creates a new and uncontested market space with a higher standard in comfort and performance for incontinence care.

Parentgiving CEO David Spain, whose career includes senior management positions with Sara Lee as well as luxury brands DKNY, LVMH and Judith Lieber, believes the premium incontinence market is ripe for development.

“Consumers, especially family caregivers and those aging in place, are demanding more and better incontinence solutions,” says Spain. “The Dry Direct line expansion is the first wave of incontinence products brought to market leveraging Parentgiving’s decade of market intelligence selling premium incontinence products – an emerging and blue water market – with our parent company Santex’s Italian manufacturing excellence.” 

Noticeably softer and more comfortable than mass-produced products found in big box stores, Dry Direct performs better because it is the first premium incontinence line to combine high performance with exceptionally soft components – and the passion and craftmanship of Italian manufacture.

“The provenance of ‘Made in Italy’ is real,” Spain adds. “From the packaging to the silhouettes, to the exceptional softness and wearability of these products, the entire Dry Direct line is a step up in the premium incontinence market.”

Parentgiving will initially sell the new product line direct-to-consumer, with a planned future expansion to select brick-and-mortar outlets. In addition to the company’s proprietary distribution partnership, which will bring Dry Direct to consumers with one- to two-day shipping, Parentgiving has extensive sample and trial programs to help caregivers find the appropriate Dry Direct products for their loved ones.