HealthCraft Group

What HealthCraft Group does

HealthCraft Group is a Canadian designer and manufacturer of fall prevention and home safety products, founded in 1994 and headquartered in Ottawa. The company serves seniors, mobility-challenged individuals, family caregivers, and healthcare professionals (occupational therapists, physical therapists, accessibility specialists) across North America and more than 25 countries. Its product portfolio spans transfer poles (SuperPole™, uPole™, Advantage™ Rail), grab bars (Easy Mount™, PLUS™, INVISIA™, HORIZON, MITER, WAVE, DependaBar™, P.T. Rail™), bed rails (Smart-Rail™, Assista-Rail™), shower seats (SerenaSeat™ bamboo, folding ABS, free-standing stool), and trapeze systems, all engineered for aging-in-place and clinical fall-prevention use cases.

The company's underlying technology centers on the patented Pivot & Lock™ mechanism (US5586352A) that allows transfer poles and grab bars to lock into multiple positions at 45-degree intervals, combined with a tension-mounted floor-to-ceiling installation system that eliminates drilling, a concealed 9-hole mounting flange for flexible stud alignment, and Easy Mount Hollow-Wall Anchors rated to 300 lbs in drywall/tile/fiberglass. Products carry ISO 13485 certification, FDA 21 CFR Part 820 compliance (for adult portable bed rails), ASTM F3186-17 certification, and ADA-compliant load ratings up to 500 lbs. HealthCraft holds the 2023 Reddot Design Award for the PLUS Series and has positioned the INVISIA™ and PLUS™ lines as designer-grade alternatives to clinical-looking safety hardware.

HealthCraft generates revenue primarily through direct-to-consumer e-commerce sales on healthcraftproducts.com (with free shipping over $99 USD and a 45-day satisfaction guarantee on select products), augmented by an authorized reseller network served through a dedicated portal and a healthcare professional referral channel. Unit pricing ranges from approximately $89 for entry-level shower stools to $1,289.99 for premium P.T. Rail configurations, with a deliberate premium tier ($179-$999) anchored on patented Pivot & Lock™, designer finishes, and ADA-compliant load ratings. The company is privately held under Regenerative Capital Group, a purpose-driven Canadian holding company, and operates with 11-50 employees.

Name

HealthCraft Group

Legal name

HealthCraft Group

Website

https://healthcraftproducts.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

HealthCraft Group is a Canadian designer and manufacturer of fall prevention and home safety products — transfer poles, grab bars, bed rails, and shower seats — serving seniors, caregivers, and healthcare professionals across 25+ countries via D2C e-commerce and a reseller network.

Ownership category

akta.pro rank

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: HealthCraft generates revenue through direct sales of fall prevention and home safety products via their e-commerce website. Products are sold at retail prices with options for different configurations, finishes, and sizes. The company ships products directly to consumers with free shipping on orders over $99 (USD).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

HealthCraft Group designs, manufactures, and sells fall prevention and home safety products including floor-to-ceiling transfer poles, grab bars, bed rails, and shower seats. Products feature patented Pivot & Lock technology and tension-mounted installation systems, sold primarily direct-to-consumer through healthcraftproducts.com and via an authorized reseller network. The company manufactures its products in Canada and serves markets in over 25 countries.

Product overview

HealthCraft Group is a Canadian designer and manufacturer of fall prevention and home safety solutions, offering a comprehensive portfolio of safety products across three main collections: HEALTHCRAFT™ (core transfer poles, bed rails, P.T. Rails), INVISIA™ (designer luxury grab bars and bamboo shower seats), and PLUS™ (decorative grab bars). The product line centers on transfer poles (SuperPole™, uPole™, Advantage™ Rail) that provide floor-to-ceiling support, grab bars including standard, designer, and specialty options (HORIZON, MITER, WAVE, DependaBar™), bed rails (Smart-Rail™, Assista-Rail™), shower seating (SerenaSeat™, folding seats, shower stools), and bath safety products (tub rails, P.T. Rails). Products feature proprietary technologies including Pivot & Lock™ mechanisms, tension-mounted installation systems, and 9-hole concealed mounting flanges. The company holds ISO 13485 certification and products meet ADA, ASTM, and FDA compliance standards.

Differentiator

Problem solved

Functional benefit

Brands

• INVISIA Collection: Award-winning designer grab bars and bamboo shower seats combining elegance with bathroom safety and accessibility.
• PLUS Series
• SuperPole
• Smart-Rail
• Assista-Rail
• SerenaSeat

Products and services

• SuperPole with SuperBar Transfer Pole Floor-to-ceiling transfer pole featuring a SuperBar that locks in 8 positions every 45 degrees, providing firm, ergonomic support for sitting, standing and transferring. Weight capacity 300 lbs or 450 lbs depending on model. Designed for seniors and individuals with mobility challenges.
• SuperPole Transfer Pole Award-winning floor-to-ceiling pole providing secure, adjustable support anywhere in the home. Made from high-strength alloy steel and installs in 15 minutes without drilling. Targets seniors and mobility-challenged individuals.
• uPole with Pivot Bar Transfer Pole Floor-to-ceiling tension-mounted transfer pole (7-10 Ft) featuring a 360-degree pivoting grab handle that locks into 8 secure positions. Provides 14-inch grab bar support with ergonomic U-shaped handle. For individuals needing mobility assistance at home.
• SuperPole with SuperTrapeze Ceiling-mounted trapeze system with ultra-ergonomic offset handle featuring two offset rungs for climbing to a seated position. Weight capacity 300 lbs with no more than 150 lbs on trapeze system. Helps users reposition in bed.
• Advantage Rail and Advantage Pole Floor-mounted pivoting and locking horizontal rail with pivot and lock technology. Serves as an alternative to floor-to-ceiling poles when ceiling restrictions exist. Available in standard, bariatric, and portable versions for users needing transfer assistance.
• Smart-Rail Pivoting Bed Rail Certified bed rail with ASTM F3186-17 and FDA compliance. Unlocks and swings open to provide help with getting into and out of bed, in-bed positioning, and standing. Reversible for installation on either side of bed. Targets individuals needing bedroom mobility support.
• Assista-Rail Fixed Bed Rail Fixed bed rail with tool-free installation between box spring and mattress. Includes bedside organizer. Certified to ASTM F3186-17 and FDA compliant for adult portable bed rails. Designed for individuals requiring bedside support.
• e2 Ceiling Mount Trapeze Space-saving ceiling-mounted trapeze bar with ergonomic ladder rungs. Award-winning design allows users to climb from lying to seated position. Anti-microbial powder coat paint finish. For bed-bound individuals needing repositioning support.
• P.T. Rail Flip Up Grab Bar Strong, sturdy flip-up toilet safety rail with innovative offset rail design to avoid wrist strain. Holds position even halfway up. Available in stainless steel or white finishes, multiple lengths (28, 32, 36 inches). For individuals needing toilet transfer assistance.
• P.T. Rail Angled Foldable wall-mounted safety rail designed for 2-3 steps. Adjustable between 0 and 35 degrees to suit staircase angles. 400 lbs weight capacity. Ideal for stairs, garages, and sunken living rooms.
• HORIZON Grab Bar Modern designer grab bar with straight overhanging bar and clean architectural design. ADA-compliant with 1.25-inch diameter grip, supporting up to 500 lbs. Features concealed 9-hole mounting system. Available in multiple lengths (12, 18, 24 inches) and designer finishes.
• MITER Grab Bar Designer grab bar featuring precise 90-degree return to wall architectural design. ADA-compliant with 1.25-inch diameter grip, supporting up to 500 lbs when properly installed. Available in multiple lengths (12, 18, 24 inches).
• WAVE Grab Bar Stylish curved decorative grab bar that blends safety into any bathroom design. ADA-compliant with 500 lbs capacity. Features concealed 9-hole mounting system. Available in 18 and 24 inch lengths.
• DependaBar Pivoting Grab Bar Award-winning wall-mounted grab bar combining the stability of a fixed bar with a pivoting support arm that locks in 5 positions every 45 degrees. Made from #304 stainless steel, supports up to 300 lbs. Designed for wet environments like showers and bathtubs.
• Easy Mount Grab Bars Standard grab bars featuring 9-Hole Flange design for easy installation. Available in multiple lengths (12, 18, 24, 32, 36, 42 inches) and finishes including White, Stainless Steel Knurled, Chrome, Matte Black, and Oil Rubbed Bronze. Range $53 to $96 USD.
• SerenaSeat Bamboo Shower Seat Wall-mounted bamboo shower seat with spa-like luxury feel. Sustainable and moisture-resistant bamboo provides warm aesthetic with exceptional durability. Priced $534 to $694 USD. For individuals needing safe shower seating.
• SerenaSeat Pro Bamboo Shower Seat Premium wall-mounted bamboo shower seat with stainless steel frame. Professional-grade durability with spa aesthetic. Priced $849 to $999 USD. Multiple widths, metal finishes, and bamboo finishes available.
• White ABS Folding Shower Seat Wall-mounted folding shower seat with waterproof ABS plastic. Non-slip texture with rounded corners and edges for safety. Compact design folds away when not in use. Priced at $249 USD.
• Shower Stool Free-standing shower stool that is lightweight and height adjustable. Provides safe seating option in shower without wall mounting requirements. Priced at $89 USD.
• Easy Mount Tub Rail

Quantifiable outcome

• 4.8/5.0 customer satisfaction rating from 440 verified reviews
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Medline Industries: Medline is one of the largest privately held medical supply manufacturers and distributors in the US, with a broad homecare catalog spanning bath safety, mobility, wound care and beyond. While much broader than HealthCraft, Medline is a major channel competitor for shelf space at pharmacies, hospitals and home medical equipment dealers.
• Invacare Corporation: Invacare is a long-established US manufacturer of home and long-term care medical equipment, including shower chairs, commodes, bed rails and bathroom safety products. It is much broader and more institutionally focused than HealthCraft but directly overlaps on residential mobility and bath-safety SKUs.
• Moen (Home Care / Accessibility line): Moen's Home Care / accessibility line extends the brand's plumbing heritage into grab bars, bath safety rails and ADA-compliant fixtures. As a major faucet-and-fixture incumbent, Moen offers an overlapping product set but participates in bathroom safety as one of many categories rather than as HealthCraft's core focus.
• Drive DeVilbiss Healthcare (Drive Medical): Drive Medical is one of the largest manufacturers and distributors of durable medical equipment globally, with substantial overlap into bathroom safety, mobility aids and home accessibility products. It is a much broader incumbent than HealthCraft, selling across hospital, long-term care and retail channels, but competes directly on grab bars, transfer benches and bed rails.

Direct peers

• Carex Health Brands: Carex Health Brands is a US manufacturer of bathroom safety, mobility, and daily living aids including grab bars, bath benches, raised toilet seats and bed rails. It is one of HealthCraft's closest direct peers, operating a comparable mid-sized product portfolio across the same end users (aging-in-place seniors, post-surgery recovery, caregivers) and the same D2C plus retail/wholesale channels.
• Compass Health Brands: Compass Health Brands manufactures and distributes homecare, rehabilitation and bath safety products including grab bars, transfer benches and mobility aids. It targets the same DME/retail channel as HealthCraft and has a similarly mid-sized product portfolio across home accessibility.
• Stander Inc. Stander is a US-based, privately held manufacturer of mobility and home safety products (bed rails, standing aids, mobility handles) targeting the same aging-in-place and caregiver customer that HealthCraft serves. The two companies share a similar mid-market footprint, D2C/retail hybrid distribution, and a focus on engineering-driven safety solutions.
• Essential Medical Supply: Essential Medical Supply is a US maker and distributor of bathroom safety and mobility products (grab bars, shower chairs, bed assist handles) sold through DME dealers and online retailers. It competes in the same aging-in-place category as HealthCraft at a comparable mid-market scale.
• Vive Health: Vive Health is a US D2C brand of mobility, bath safety, and recovery products including grab bars, shower chairs, transfer benches and bed rails. It competes head-to-head with HealthCraft in the direct-to-consumer home safety category, targeting elderly users and caregivers through aggressive ecommerce merchandising.
• NOZA EMS / NOVA Medical Products: NOVA Medical Products is a US manufacturer of mobility, bath safety and patient-handling equipment including grab bars, transfer benches, shower chairs and bed rails. It is a closer-sized direct competitor to HealthCraft in the home accessibility and fall-prevention category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@healthcraftgroup
• Facebookfacebook.com/healthcraftgroup
• LinkedInlinkedin.com/company/healthcraft-group
• Instagraminstagram.com/healthcraft_group
• Pinterestpinterest.ca/healthcraft
• Xx.com/hlthcrft_group

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 HealthCraft Group