Aetrex Worldwide is a leading manufacturer of footwear and footcare products.
Could you explain the mission of its “Apex Therapeutic Footcare” division?
Our Apex Therapeutic Footcare division specializes in designing, developing and manufacturing therapeutic footwear and footcare products, primarily for people with diabetes-related foot problems. ; Very often people who have Diabetes as they get older develop conditions such as neuropathy or poor circulation, which can make them susceptible to serious foot problems such as foot ulcers and possibly even amputations.
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Our Apex Therapeutic Footcare division has created many unique foot orthotics and footwear styles that lower the risk factors associated with Diabetes-related problems. ; For example, we have footwear styles that actually conform to a patient’s foot as they wear them, helping to create an equal distribution of pressure while they walk and helping to reduce specific pressure points. ; Aetrex is the market leader in footwear for people with Diabetes and we continue to work hard to develop new and innovative products for this population.
In a recent press release, you announced that Aetrex targets active baby boomers.
Did Aetrex develop a specific range of products/services for them?
Yes. ; Aetrex has developed a lot of products that are designed specifically for the baby boomer market. ; More than previous generations, as baby boomers get older, they’re ; still very committed to staying very active and leading very full lives. ; We’ve developed products that help them prevent injuries and continue to pursue their favorite activities while feeling good on their feet. ; We also make sure the products have the aesthetics that this population needs so they look as good as they feel.
Phil Simms has recently joined Aetrex as a spokesperson. ; Do you believe that hiring an opinion leader is an efficient communication tool to reach baby boomers?
We believe that Phil Simms is a perfect role model for many baby boomers. ; Even though Phil retired from his professional football days over 10 years ago, his life today is as busy as ever. ; He is currently the #1 analyst for CBS Sports, has three children, and still pursues all his favorite activities such as golf and running. ; He’s been using our products for many years and believes that Aetrex has helped him continue to lead this active lifestyle. ; We hope that Phil’s message will help us reach our target market and help us communicate the benefits of using Aetrex products.
Which assets will enable the Aetrex brand to reach baby boomers?
Aetrex products are available in thousands of retail outlets throughout the world and are ;also featured on many well-known websites. ; One of the ways that we reach our target customers is through our iStep technology program. ; We’ve placed over 2000 interactive kiosks in retail outlets throughout the world. ; These iStep machines allow consumers and retailers to learn all about their feet and recommend the appropriate products for their individual footcare needs.
A consumer stands on a device that has pressure sensors and digital scanners and they learn about their foot type, pressure points, shoe size and the best products in that store for the particular patient. ; This technology line has been the fastest growing product at Aetrex in the last few years and offers retailers a unique opportunity to elevate their service inside their store.
Could you describe the average customer of Aetrex products?
While our primary markets are people in the baby boomer generation, we do sell products to all different age groups. ; For example, our Lynco orthotic line sells to many serious athletes and long-distance runners, while our products in our Apex Therapeutic line will often sell to geriatrics and those suffering from Arthritis or Diabetes. ; However, the average Aetrex customer is probably in their mid 50”s and still leading a very active life.
What is the distribution of sales volume between Aetrex and Apex products?
The distribution of sales between Aetrex and Apex products is very close with Aetrex products slightly outselling Apex products.