Unit 4, Coopers Place
Combe Lane
Wormley, Godalming
Surrey, GU8 5TJ
U.K.
+44 (0) 1428 681 068/685 516
[email protected]
www.novamedeurope.com


Novamed (Europe) Ltd. was founded in 2012 in the U.K. with the aim of bringing innovative and high-quality medical devices to the healthcare industry. The first product Novamed developed was the Solaticare System, a medical bed/mattress connected to a waste extraction unit. The product is designed for continent but immobilized people.

During sales and marketing of the Solaticare System, the company noticed a need for a bed pad to go with its product. Novamed developed its brand of bedpads with help from its incontinence nurse advisors. The bedpads were high absorbency compressed pads so they wouldn’t interfere with the working of the Solaticare System, according to Prableen Sethi Kohli, managing director, Novamed.

“Soon we saw a gap in the market that very few British brands existed,” says Kohli. “Hence, we started with our own line of adult nappies and pants.”

Novamed’s incontinence products are designed and developed in the U.K. by the company’s dedicated team of retired incontinence nurses with more than 20 years’ experience of working in the U.K.’s National Health Service (NHS).

Currently, Novamed has three different products in its continence range: All-in-Ones (also known as slips or adult nappies), which are designed for moderate-to-heavy incontinence; Pull-up Pants, which are designed for light-to-moderate incontinence; and Underpads (disposable bedpads), which can be applied to beds and furniture.

Three ‘40-foot containers’ of its continence products can be produced in one day, which equates to around 216,000 bags per day, Kohli says.

Presently, Novamed is planning to develop an ‘Incopad’ type product into its range; a smaller type of incontinence product designed to fit inside an existing pair of mesh pants. Novamed also aims to develop a more environmentally friendly, sustainable range of continence products, sourcing them from organic tree fluff and minimizing plastic in the manufacturing process.

The company is also in the process of developing an online-store model as opposed to the traditional store-based retail model. “We find that most people, young and old, prefer to do their shopping online these days (this has been particularly advanced by lockdowns and pandemics!) and so we are reacting to this change in consumer habits in-step with the trends,” Kohli says. “Also, people don’t have to carry big and bulky incontinence pads home when they can be delivered to them with just a click of a button.”

Currently, Novamed supplies the U.K., large parts of Europe and the Middle East and India. The company is also in the process of expanding sales into the U.S., Canada, Mexico, Australia and Egypt.

Looking ahead, Kohli is optimistic about growth for the adult incontinence products market. “The adult incontinence market is a large and rapidly expanding market, particularly in the developed nations such as the U.K., USA, Canada, Australia and Western Europe,” she says.

According to Kohli, the larger size of the industry in these wealthier nations has been due to a few factors: the aging population in these countries, as well as a higher level of awareness of sanitary products and hygiene combined with a ready availability of continence products in these parts of the world.

“The incontinence market is predicted to carry on growing at a large rate, with factors such as poor lifestyle choices and longer lifespans contributing to the frequency of incontinence issues amongst global populations,” Kohli says. “The major growth will be seen by independent brands who offer more personalized online based services.”