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Business model for hypoallergenic underwear in Germany

A manufacturer of exclusive ladies wear decided to extend its product range to include medical textiles. It chose to focus on special hypoallergenic underwear for the alleviation and therapy of dermatological complaints such as psoriasis or neurodermatitis.

PCH was requested to develop a successful business model for Germany.

The first step was to optimise the product range and to prove the medical efficacy of the underwear in clinical trials. Product sales developed positively as a result of a network of suitable commercial agents being set up and further distributors being sourced.   Attendance of relevant congresses enabled the company to establish contacts with valuable medical consultants and special clinics. All marketing tools were specifically geared to the different target groups of pharmacies, medical supplies stores, clinics, self-help groups and online shops.

The company was able to successfully build and establish its own brand in the special-purpose medical garments sector.