MRO Magazine

Marketing Architects Sells HurryCane, the No. 1 Selling Cane in America, to Drive Medical


August 20, 2015
By Business Wire News

MINNEAPOLIS

Since its invention in 2011, HurryCane® has helped millions of Americans step forward with confidence wherever they go. HurryCane was developed as an alternative to ordinary walking canes. Taking design inspiration from the human body, this all-terrain cane stands on its own and mimics the pivoting action of the human ankle and the balancing ability of the human foot. Now its developer, Marketing Architects®, is giving the nation’s top-selling walking cane global legs.

Marketing Architects, a Minneapolis-based marketing agency, entered a definitive purchase agreement with Drive Medical, one of the fastest-growing global manufacturers and distributors of durable medical equipment (DME) and respiratory products in the home healthcare, medical, surgical and rehabilitation sectors, for the sale of HurryCane. The terms of the transaction were not disclosed. Having already become the No. 1-selling cane in the United States, HurryCane is now positioned to provide millions of people overseas unparalleled stability and balance.

In a rare move for a marketing agency, Marketing Architects took its own idea from concept all the way through design, development, branding and now the latest — a sale. The move into product entrepreneurialism and refinement began with the development of HurryCane. Innovative marketing and strong consumer demand helped HurryCane quickly reach $50 million in sales, become No. 1 in unaided brand recall in its category, as well as a top seller at Amazon and Walmart.

“Our team took on the challenge of reinventing the traditional walking cane,” said Chuck Hengel, founder and CEO of Marketing Architects. “And over the past three years, we’ve been gratified to see it improve so many lives across the U.S. Now, Drive Medical can bring this life-changing device to people on a global scale.”

For Drive Medical, in addition to expanding HurryCane internationally, the deal also includes an agency-of-record relationship between Marketing Architects and Drive Medical. Marketing Architects will provide direct-response advertising and branding to help support Drive Medical and HurryCane.

“We’re excited about adding the HurryCane brand to our existing product portfolio,” said Harvey Diamond, chairman and CEO of Drive Medical. “We recognized the ability of Marketing Architects to effectively brand and market HurryCane and the impact our partnership with them will have on our existing product lines.”

The sale of HurryCane demonstrates Marketing Architects’ ability to turn a concept into a No. 1 brand success and now a sale. The agency has additional products in the pipeline, including another innovative, category-disrupting solution launching this month.

About Marketing Architects

Marketing Architects is a Minneapolis-based direct-response advertising agency with an 18-year history of launching direct-to-consumer brands in television, radio, print and online. Their unique “all in” approach to working with their clients includes investing the agency’s own money to create award-winning campaigns that rapid track their clients’ success. In 2011, Marketing Architects launched a product development division bringing to market its own product innovations like the HurryCane®. For more information about Marketing Architects, visit www.marketingarchitects.com.

About Drive Medical

Drive Medical manufactures a complete line of durable medical equipment including mobility products, beds, bariatric products, wheelchairs, sleep surfaces and pressure prevention products, respiratory equipment, self-assist products, power operated wheelchairs, long-term care and rehabilitation products, patient room equipment, personal care products and electrotherapy devices. Currently, the Company has corporate offices and distribution facilities in the United States, Canada, the United Kingdom, Germany, France, Romania, Australia, China and Taiwan. The Company markets its products to customers located throughout the United States, Europe, Canada, Mexico, South America, Latin America, the Middle East and Asia. Drive Medical is one of the fastest-growing major manufacturers and distributors of durable medical equipment. To learn more about Drive Medical, visit www.drivemedical.com.

For Marketing Architects:
Josh Madigan, 952-449-2595
jmadigan@markarch.com
or
Alyse Brunella, 612-455-1770
alyse.brunella@padillacrt.com