What Country Care Group does

Country Care Group is an Australian assistive technology and home care equipment retailer headquartered in Mildura, Australia, with operating history dating to 1997. The company operates nationwide showrooms under multiple regional brands — including Country Care Group, Ansteys, KCare, Vital Living, Fisher Lane Mobility, Open Mobility, Home Care Equipment, Lakeside Mobility, and Health Saver — and is a wholly-owned subsidiary of K Care Holdings Pty Ltd. It serves individuals with disabilities, older Australians, NDIS participants, and healthcare professionals (occupational therapists, physiotherapists, and rehabilitation consultants), as well as clients funded through DVA, TAC, and WorkSafe programs. It is a registered NDIS provider (Provider Number 4050002686) and supports equipment purchase across nine distinct government funding programs.

The product portfolio spans more than 1,073 SKUs across 20+ categories, including mobility scooters, power and manual wheelchairs, bathroom safety equipment (shower commodes, toilet aids), electric beds, pressure care products, CPAP therapy devices, daily living aids, orthopaedic braces (Medi brand), and clinical equipment. Featured proprietary or signature offerings include the KCare Ultra Ryder Carbon Fibre Power Chair (18.8kg), the Karma Ergo Lite Deluxe Transit Wheelchair (8.8kg), and the Merits Country Care Discoverer Scooter, alongside the KCare own-brand mobility and healthcare equipment line. Service-layer differentiators include the CCG Fit expert fitting methodology, the OT Hub professional resource portal, and an equipment hire program. The platform is built on a standard e-commerce storefront with no disclosed developer API or AI/ML components.

The business model combines physical retail showrooms with e-commerce. Revenue is generated primarily through one-time hardware sales at unit prices ranging from under $20 for small accessories to over $9,000 for electric shower commodes and power chairs, supplemented by a usage-based equipment hire program. The company operates a consultative sales model, supports customers in navigating nine government funding pathways (NDIS, DVA RAP, MASS, TAC, SWEP, Support at Home, Feros Care, WorkSafe), offers a Price Match Guarantee, and provides home delivery and installation. Marketing is conducted primarily through the e-commerce storefront, store locator, customer testimonials, and newsletter, with a 1800 freecall contact line.

Name

Country Care Group

Legal name

The Country Care Group Pty Ltd

Website

https://countrycaregroup.com.au

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Country Care Group is an Australian assistive technology and home care equipment retailer operating nationwide showrooms under eight brand names. It serves individuals with disabilities, older Australians, NDIS participants, and healthcare professionals with 1,073+ mobility and daily living products.

Ownership category

akta.pro rank

Product category

Home Healthcare Equipment Retail

NAICS

Home Health Equipment Rental (532283), Services for the Elderly and Persons with Disabilities (624120)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842), Services-Equipment Rental & Leasing, Nec (7359)

akta.pro primary industry

Durable Medical Equipment (DME) Sales & Rentals (HSABAKAA)

akta.pro secondary industries

Mobility Device Sales, Rental & Service (Wheelchairs, Scooters, Walkers) (HSABAKAC), Medical & Mobility Device Leasing (Consumer) (FSAKANAJ)

Keywords

• Assistive technology retail
• Mobility equipment
• Home healthcare equipment
• Disability aids retail
• Medical equipment supply

Headquarters

HQ city

Mildura

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Product Sales: Retail sales of assistive technology products including wheelchairs, mobility scooters, beds, bathroom aids, daily living aids, and medical equipment. One-time purchase model with individual product pricing ranging from under $100 to several thousand dollars.
2. Equipment Hire: Flexible rental program for assistive equipment, allowing customers to rent products for short or extended periods rather than purchasing outright.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Country Care Group is an Australian retailer of assistive technology and home care equipment, operating nationwide showrooms and an e-commerce platform under multiple brand names. They sell mobility equipment (wheelchairs, scooters), bathroom and bedroom aids, pressure care products, CPAP therapy equipment, daily living aids, and orthopaedic supports, supported by expert fitting services (CCG FIT) and equipment hire. The company serves NDIS participants, DVA clients, older Australians, and private buyers across Australia.

Product overview

Country Care Group is an Australian assistive technology and home care equipment retailer operating under multiple brands (KCare, Ansteys, Vital Living, Fisher Lane Mobility, Open Mobility, Home Care Equipment, Lakeside Mobility, Health Saver) across nationwide showrooms. The company offers a comprehensive portfolio of 1,073+ products across 19 major categories, serving individuals with disabilities, older Australians, and healthcare professionals. The product portfolio centres on mobility equipment (power and manual wheelchairs, mobility scooters, walking aids), bathroom safety (shower commodes, toilet aids, bathing equipment), bedroom and pressure care (electric beds, mattresses, cushions), home medical supplies (orthopaedic braces and supports from Medi brand, CPAP therapy equipment from ResMed and Fisher & Paykel), and daily living aids. Key featured products include the KCare Ultra Ryder Carbon Fibre Power Chair (18.8kg lightweight power wheelchair), Karma Ergo Lite Deluxe Transit Wheelchair (8.8kg ultra-lightweight), and Merits Country Care Discoverer Scooter (30-40km range). The company also provides equipment hire services for short-term needs and CCG Fit expert fitting services for proper equipment sizing and adjustment. The business model combines physical retail showrooms with e-commerce, serving NDIS participants, DVA clients, Home Care Package recipients, and private buyers.

Differentiator

Problem solved

Functional benefit

Brands

• KCare: Own brand of mobility and healthcare equipment including wheelchairs, scooters, beds, and patient handling products
• CCG Fit
• OT Hub

Products and services

• Mobility Scooters
• Power Wheelchairs Electrically powered wheelchairs including lightweight carbon fibre models, portable/folding power chairs, and scripted/custom configured power wheelchairs for individual needs. Targeted at individuals requiring powered mobility assistance.
• Manual Wheelchairs Manually propelled wheelchairs ranging from ultra-lightweight transit chairs (8.8kg) with ergonomic seating systems to self-propelled tilt-in-space models for extended use. Targeted at individuals who can self-propel or have attendant support.
• Bathroom Safety Products Comprehensive bathroom solutions including shower commodes (attendant propelled, self-propelled, tilt-in-space, electric), shower seating, toilet aids, bath boards, non-slip mats, and shower trolleys. Targeted at individuals needing safe bathing and toileting.
• Bedroom Equipment Bedroom products including electric beds (homecare and hospital), mattresses (pressure care), bedding, over-bed tables, bedside commode chairs, over-bed poles, pillows, supports, and bed accessories. Targeted at individuals needing bedroom care solutions.
• Electric Recliner Lift Chairs Electric lift and recline chairs designed to assist individuals with sitting and standing, featuring adjustable positions and therapeutic positioning for comfort and pressure relief. Targeted at individuals with limited mobility and seniors.
• Pressure Care Products Pressure management solutions including air alternating mattress systems, air cushions, pressure care chairs, sheepskin products, and overlays designed to prevent and treat pressure injuries. Targeted at bedridden or mobility-limited individuals.
• CPAP and Sleep Therapy Sleep therapy equipment including CPAP machines, nasal masks, full-face masks, nasal pillows masks, headgear, cushions, seals, and spare parts from brands such as ResMed and Fisher & Paykel. Targeted at individuals with sleep apnea and respiratory conditions.
• Braces and Supports Orthopaedic supports including cervical collars, lumbar/sacral braces, abdominal supports, knee supports, ankle supports, upper limb supports, wrist supports, elbow supports, and thumb supports from the Medi brand. Targeted at individuals needing joint and spine support.
• Lifting and Patient Handling Patient handling equipment including lifters (patient lifters, stand aids), slings (general purpose, transfer slings), and transfer equipment for safely moving individuals with mobility limitations. Targeted at caregivers, aged care facilities, and healthcare providers.
• Mobility Aids Walking assistance devices including rollators, walking frames (folding and standard), walking sticks, crutches (underarm and forearm), knee walkers, and accessories. Targeted at individuals needing walking support.
• Daily Living Aids Assistive devices for independent living including cutlery, crockery, clocks, orientation aids, dressing aids, bathroom aids, gripping aids, grooming aids, household aids, kitchen aids, lighting aids, reaching aids, and vehicle aids. Targeted at individuals needing help with everyday tasks.
• Ramps and Rails Accessibility equipment including portable ramps (3ft, 5ft, 6ft) for threshold and wheelchair access, and support rails for bathrooms and throughout the home. Targeted at individuals needing home accessibility modifications.
• Continence Aids Incontinence management products including bed pads, bed sheets, chair pads, disposable pads, pants, liners, washable products, urinals, bed pans, and urology products. Targeted at individuals managing incontinence.
• Clinical Equipment Clinical-grade equipment for healthcare settings including general clinical equipment for professional use. Targeted at healthcare facilities and clinical environments.
• CCG Fit Expert Fitting Service Expert fitting service encouraging users requiring assistive technology to engage with in-store staff to ensure optimal outcomes through proper sizing, trial, and adjustment for improved comfort, function, and safety. Targeted at customers purchasing assistive equipment.
• Equipment Hire Service Affordable, flexible rental program for assistive equipment including bathroom, bedroom, chairs, pressure care, wheelchairs, lifting/patient handling, and mobility aids for short-term or temporary needs. Targeted at customers needing temporary equipment access.

Named customers4 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• NDIS (National Disability Insurance Scheme)coreOthersCountry Care Group is a registered NDIS provider (NDIS 4050002686), assisting clients in navigating NDIS funding options for assistive technology. NDIS is the primary funding source for many customers, with AT categorized by cost: low (under $1,500), mid ($1,500-$15,000), and high (over $15,000).
• Department of Veterans' Affairs (DVA)coreOthersRegistered provider under the DVA Rehabilitation Appliance Program (RAP) for eligible veterans requiring mobility and rehabilitation equipment.
• Support at Home ProgramcoreOthersProvider under the Support at Home Program for older Australians requiring assistive technology and home care equipment.
• MASS (Medical Aids Subsidy Scheme)coreOthersQueensland state government scheme providing subsidy for medical aids and appliances for eligible residents.
• TAC (Transport Accident Commission)coreOthersVictoria's transport accident insurer providing funding for rehabilitation equipment for accident victims.
• SWEP (Statewide Equipment Provision)coreOthersVictorian government program providing subsidized equipment and home modifications for individuals who may not qualify for NDIS.
• Feros CarecoreOthersAged care provider offering funding assistance programs for assistive technology for older Australians.
• WorkSafe VictoriacoreOthersVictoria's workers compensation scheme providing funding for equipment needed for injured workers' rehabilitation and return to work.
• Therapeutic Goods Administration (TGA)minorOthersAT devices are registered with the TGA where required and comply with Australian standards as set out in the NDIS AT Standards List.
• Australian Packaging Covenant Organisation (APCO)minorOthersCountry Care Group is a member of APCO and is working to improve packaging sustainability, reduce waste, and keep packaging out of landfill.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/countrycaregrp
• Facebookfacebook.com/countrycaregroup
• LinkedInlinkedin.com/company/142805

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Country Care Group