Growth in North America

Comparing unique markets

Stockton-on-Tees-based Access BDD entered the North American (NA) market in 2022. In that short amount of time in this new market, the company has seen growth, added four new employees and is considering offering a product it did not expect. Your author (LF) discussed this success, along with key differences between the NA and U.K. markets and more, with Andrew Warbrick (AW), managing director, and Melissa Davies (MD), head of Business Development, NA.

LF: You brought your stairlifts to the NA market in 2022, and you have recently strengthened your presence in NA with four new employees. What experience/strengths do these team members bring to your team in NA? What are their roles in your company?

MD: The new team members we’ve brought onboard in NA bring a wealth of experience and expertise to our team. A local presence of sales and technical managers means we can offer immediate support and assistance to ensure the best possible customer experience.

Our team of technical managers, who are instrumental in training dealers and providing ongoing support, ensure that our dealers feel confident about the installation and service of all of our products. Their expertise is a crucial part of our commitment to our dealers’ success. 

Meanwhile, our sales team is committed to offering a personalised customer experience by being readily available to provide support whenever needed. Ultimately, our primary goal is to help our dealers’ businesses grow and thrive, and our new team members will be instrumental in helping us achieve this objective.

LF: What have you seen in your time in NA that showed you that you could/would be able to support this added growth?

AW: Our decision to grow and strengthen our presence in NA was driven by various factors. While the number of sales and the growth potential in the region were, of course, a starting point, it was also the positive feedback and interest from potential clients that confirmed this decision. Clients and dealers all over the world love the Flow X and HomeGlide stairlifts, and we knew the U.S. and Canada would be no different. The response we have received to date has only confirmed this.

LF: How does this compare to what you have seen in the U.K. market in the same time period, as well as the global market? Are you adding team members in these areas also?

MD: The NA market has shown similarities to the U.K. market in terms of demand for our products and the need for reliable mobility solutions. However, the dynamics of each market are unique, with differences in regulations, customer preferences and competitive landscape. So, we are always keen to adapt as needed to make sure we meet market expectations and stay ahead of the curve. While we are expanding our team in NA to meet growing demand, we are always continuing to evaluate opportunities for growth in other regions. Our ultimate goal is to help as many people as we can across the world to regain independence in their homes, so we are always exploring new avenues for growth.

LF: What have you seen as the key differences in the NA market versus the U.K. market? What about the global market?

MD: One key difference we’ve noticed in the NA market compared to the U.K. and global markets is the size and diversity of the customer base. The vast geographical spread and diverse demographic profiles present both opportunities and challenges in terms of market penetration. Because of this, our strategy continues to focus on finding a select, professional and strong dealer network that can support us in this journey to ensure the end customer receives the best experience possible.

LF: Has anything surprised you?

MD: Honestly, the biggest surprise has been the success we have seen with our curved stairlift, the Flow X. Of course, we always knew Flow X would do well in NA just as it has throughout the rest of the world. However, the U.S. and Canada are a predominantly straight stairlift market. Therefore, we always expected that our curved stairlift would be a secondary product in this region. However, the level of interest and enthusiasm we have received from dealers and customers alike for Flow X has been incredible. Overall, this has reinforced our confidence in the success of our venture into the region.

LF: Has the size difference in the U.S. compared to U.K./European markets made an impact? Is it more of a positive or a negative?

MD: The size difference between the U.S. and U.K./European markets has certainly made an impact. While the scale offers incredible growth potential, it also requires strategic planning to effectively navigate the market dynamics. Overall, we view it as a positive opportunity for expansion, and we are confident that we can become just as successful in the U.S. as we have throughout the U.K. and Europe.

LF: In adding to the team, how has your role expanded? What support have the new team members been able to provide? 

MD: By expanding the team in NA, I have been able to move my focus to overseeing the overall operations and strategic direction of our presence in NA. The team can now give the dealers a much more personalised and local level of support to provide the best customer experience possible throughout their partnership with Access. I have full confidence in the capabilities of this incredible team, and I am very optimistic about our collective success.

LF: Have you been able to add any new products for your NA clients? Maybe something you didn’t realise would be a need or that you’d be able to offer?     

AW: Initially, our plan was to introduce our stairlift products only into the NA market. However, as we engaged with dealers and end customers, it became evident that there is a significant demand for inclined platform lifts, as well. Recognising this opportunity to further support the market, we are now considering introducing our inclined platform lifts as our next strategic move in NA.

LF: What growth/expansion have you seen in your U.K./global markets? Does this mimic the NA pattern, or does it have its own?

AW: Our growth and expansion in the U.K. and global markets have followed unique patterns, which reflect the diverse market needs and customer demands. However, I think we always follow the same fundamental strategy, which is to start by establishing a strong, reliable dealer network to support our growth. Once this is established and we have partnered with the right businesses, the growth will come.

LF: What does success look like in each of these markets?

AW: I think success in each market is always defined by our ability to meet and exceed the needs and expectations of our clients. This can be different depending on the specific market, so we must be adaptable and ensure we can tailor to all our customer needs. But I think, for all markets, success involves delivering high-quality products, providing exceptional customer service and establishing long-term relationships built on trust and reliability.

Andrew Warbrick

Andrew Warbrick is a dynamic leader driving strategic growth initiatives at Access BDD (Access BDD.com). With a proven track record in industry, he excels in strategic planning, team leadership and market analysis. His visionary leadership has propelled the division to achieve market expansion. His commitment to excellence continues to shape Access BDD’s trajectory in the dynamic NA market.

Melissa Davies

Melissa Davies has been the driving force behind Access BDD’s success in the NA market. Her strategic foresight and innovative approach have been instrumental in forging key partnerships and expanding the company’s regional market presence. Melissa is dedicated to fostering collaborative relationships and delivering value to clients. Her passion for driving business success fuels Access BDD’s expansion efforts.