Dejay Medical
Dejay Medical is a family-owned Australian distributor and custom manufacturer of rehabilitation and mobility equipment, serving NDIS participants, schools, and families across the Australian east coast since 1986.
- Company typePrivate
- Founded1986
- HeadquartersSeven Hills, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Dejay Medical does
Dejay Medical and Scientific Pty Ltd is a family-owned Australian specialty medical equipment company founded in 1986, operating across the Australian east coast from South Queensland to Victoria through three offices (national headquarters and custom manufacturing workshop in Rouse Hill, NSW; Hallam, VIC; and Queensland). The business operates a dual model: as the Australian distributor of an extensive portfolio of international mobility and rehabilitation brands (Ottobock, Quantum Rehab, Quickie, Zippie, Hoggi, Convaid, Special Tomato, EasyStand, Freedom Concepts, Theraplay, Connie Hansen, Vela/Meyland-Smith, Quokka, Ribcap, Buddy Roamer) and as the manufacturer of its own SMIK line of custom prescription wheelchairs, handcrafted in its Rouse Hill workshop. Its product ecosystem spans manual and power wheelchairs, paediatric wheelchairs, standing frames, walkers and gait trainers, adaptive bikes and trikes, frame running bikes, seating systems, therapy aids, and head protection equipment.
Dejay generates revenue primarily through hardware sales of new equipment, supplemented by a product hire/rental service and customisation/fitting services. Go-to-market is sales-led and high-touch, with equipment trials conducted by appointment in customer homes, schools, clinics, or company showrooms, followed by custom quotes, NDIS funding support, delivery, fitting, and ongoing therapy and technical support. Pricing is predominantly quote-based for customised equipment, with online shop unit pricing for accessories and standard items, and usage-based weekly hire rates for rental products. The company primarily serves paediatric and adult NDIS participants, schools, clinics, and families across Australia, with a secondary presence in aged care. Distribution is omnichannel: direct field sales across three state offices, an e-commerce shop for accessories and standard items, and an online hire store.
The company is privately held with no disclosed institutional investors, no subsidiaries, and no public revenue disclosure. Strategic momentum in 2024-2025 has been driven by new brand partnerships (Hoggi, Vela), a new Shower Commodes product category, expansion of its equipment hire channel, and community-building around Frame Running sport, alongside a 40-year anniversary milestone campaign in 2026.
Dejay Medical firmographics
Firmographics- Name
- Dejay Medical
- Legal name
- Dejay Medical and Scientific Pty Ltd
- Website
- https://dejay.com.au
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Dejay Medical is a family-owned Australian distributor and custom manufacturer of rehabilitation and mobility equipment, serving NDIS participants, schools, and families across the Australian east coast since 1986.
- Ownership category
- akta.pro rank
Dejay Medical industry classification
Industry- Product category
- Rehabilitation and Mobility Equipment
- NAICS
- Surgical Appliance and Supplies Manufacturing (339113), Home Health Equipment Rental (532283)
- SIC
- Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)
- akta.pro primary industry
- Mobility Aids (Wheelchairs, Scooters, Walkers, Canes) (HLAHAMAA)
- akta.pro secondary industries
- Mobility Device Sales, Rental & Service (Wheelchairs, Scooters, Walkers) (HSABAKAC), Seating & Positioning Systems (Cushions, Backs, Pressure Relief) (HLAHAMAB)
Keywords
Where Dejay Medical is headquartered
LocationHeadquarters
- HQ city
- Seven Hills
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Dejay Medical business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Equipment Sales: Sale of rehabilitation and mobility equipment including manual wheelchairs, power wheelchairs, walking frames, standing frames, wheelchair seating components, therapy aids, strollers, bikes, trikes, active seating, wheelchair accessories, and head protection.
- Equipment Rental/Hire: Product hire services offering walking solutions, standing solutions, recreation solutions (trikes), and Special Tomato products for short-term needs.
- Customisation Services: Individual customisations to meet client needs, delivery and fit of purchased equipment, and servicing and maintenance services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Products (Accessories, Standard Items) |
| Usage-based | Pay-as-you-go | Equipment Hire/Rental |
| Other | Multi-year contract | Custom/Configured Products |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Dejay Medical product offering
Product offeringCore offering
Dejay Medical manufactures custom wheelchairs (SMIK brand) at its Rouse Hill workshop and distributes an extensive portfolio of international rehabilitation and mobility equipment brands across Australia. The company supplies manual and power wheelchairs, standers, walkers, gait trainers, paediatric strollers, adaptive bikes, frame running bikes, seating systems, therapy aids, and protective headwear. Services include equipment trials, customisation, fitting, delivery, ongoing therapy and technical support, NDIS funding support, and equipment hire.
Product overview
Dejay Medical is a family-owned Australian business founded over 35 years ago, serving as both a manufacturer and distributor of rehabilitation and mobility equipment. The company operates as a custom wheelchair manufacturer (SMIK wheelchairs, designed and handcrafted in their Rouse Hill workshop) while also distributing an extensive portfolio of world-class mobility brands. The product ecosystem encompasses manual and power wheelchairs (SMIK, Ottobock, Quantum, Quickie, Zippie), paediatric products (Convaid, Special Tomato), standing solutions (EasyStand), walkers and gait trainers (Hoggi, Vela/Meywalk), adaptive bikes and trikes (Freedom Concepts, Theraplay), frame running bikes (Connie Hansen, PETRA), head protection (Ribcap), mobility accessories (Quokka), and therapy aids. Dejay Medical services the Australian east coast from South Queensland to Victoria with offices in NSW, Queensland, and Victoria, offering equipment trials, customisations, quotes, delivery, fitting, and ongoing therapy and technical support.
Differentiator
Problem solved
Functional benefit
Brands
- Dejay: The company's own brand for custom-manufactured wheelchairs designed and handcrafted in Australia.
Products and services
- SMIK Wheelchairs Custom-manufactured quality manual wheelchairs designed and handcrafted in Australia to suit each individual, with custom seating, headrests, and modifications available.
- Ottobock Wheelchairs Manual and power wheelchairs, child rehabilitation equipment, and special controls from global mobility solutions leader Ottobock, providing maximum mobility and independence.
- Quantum Power Wheelchairs Advanced consumer-inspired complex rehab power wheelchairs with features including power seating, Bluetooth, USB ports, and fender lights.
- Quickie Power Wheelchairs Full range of power wheelchairs including Q300, Q500, and Q700 series with various drive configurations and advanced positioning features.
- Quickie Manual Wheelchairs Manual wheelchairs and power assist add-ons including Empulse M90, iXpress, and Xtender power assist systems.
- Zippie Paediatric Wheelchairs Specialized paediatric wheelchairs including Zippie Zone, Zippie Iris, Zippie X'Cape, and Zippie Q300 Mini Powerchair for children and youth.
- Convaid Wheelchair Strollers Wheelchair strollers combining corrective positioning with attractive and convenient designs for special needs children and youth, including Cruiser, EZ Rider, and Rodeo models.
- Special Tomato Paediatric Products Industry-leading range of paediatric products featuring Soft-Touch material that prevents peeling or tearing, is liquid-resistant, and enhances child comfort, including seating, strollers, car seats and therapy aids.
- EasyStand Standing Frames Standing frames including StrapStand, Zing MPS, Zing MPS-TT, Zing Portable, Bantam, Evolv, and Glider for kids and adults with disabilities.
- Hoggi Wheelchairs & Walkers Innovative rehabilitation technology products for children and adolescents featuring creative technical features and sporty modern design, manufactured in Germany, including Cruiser Anterior Walker and FLUX Walker.
- Freedom Concepts Adaptive Bikes Special needs bicycles and mobility devices including Discovery DCP series and Adventurer AS2000, designed for riders with various abilities, including e-bike variants.
- Theraplay Bikes & Tricycles Cycles for riders with additional support needs including Terrier Tricycles, TMX Tricycles, Tracker series, and handcycles with positioning accessories.
- Connie Hansen Frame Running Bikes PETRA Frame Running bikes designed for people with cerebral palsy and mobility challenges, enabling running and physical exercise outdoors.
- Quokka Mobility Bags Mobility bags designed to secure onto mobility aids with quick release clamp system, including bags, adaptors, cup holders, and smartphone cases.
- Ribcap Protective Helmets Fashionable soft protective helmets for people with special needs and active individuals, including baseball caps, beanies, and sleeping caps.
- Vela Gait Trainers Meywalk 4 and Meywalk 4 Micro gait trainers for mobility from kids to adults, designed for wheelchair-dependent individuals.
- Buddy Roamer Functional walking device enabling children to walk with natural gait pattern, open to front for communication and interaction.
- MyWam Strollers Paediatric strollers including Grizzly, Mewa, Mouse, and Yeti models for various support needs.
- Product Hire/Rental Service Equipment rental service offering walkers (e.g. Flux Posterior Walker $110-$130/week, Meywalk $195/week), standers (Easystand Bantam $430, Evolv Large $450, Glider $500), trikes, and Special Tomato products for short-term use.
Companies that use Dejay Medical
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
Dejay Medical technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Dejay Medical partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered minor and core.
- RTD (Rehabilitation Technology Distributors)minorRTD is described as a trusted and innovative supplier of assistive technology and rehabilitation equipment. They offer a comprehensive range of high-quality solutions designed to support mobility, independence, and comfort for individuals of all ages and abilities. Dejay works with RTD as a valued partner.
- SMIK WheelchairscoreSMIK is an Australian manufacturer of quality manual wheelchairs. Dejay represents SMIK and also does custom manufacturing of SMIK products at their Rouse Hill workshop.
- OttobockcoreGlobal leader in mobility solutions. Dejay distributes Ottobock wheelchairs including Avantgarde 4, Zenit R, Kimba Neo Pushchair, B Series Power Wheelchair, and paediatric Kidevo wheelchairs.
- Quantum RehabcoreQuantum Rehab produces advanced consumer-inspired complex rehab power wheelchairs. Dejay distributes Quantum products including 4Front, Q6 Edge 3 Stretto, Q6 Edge3, and R-TRAK powerchairs.
- HoggicoreGerman manufacturer of innovative rehabilitation technology products for children and adolescents. Dejay distributes Hoggi wheelchairs and walkers including Cruiser Anterior Walker and FLUX Walker.
- Connie Hansen (By Connie Hansen)coreDanish company founded in 1990 creating Frame Running bikes for athletes with disabilities. Dejay distributes PETRA Frame Running bikes and accessories.
- Freedom ConceptscoreCanadian manufacturer of adaptive bicycles and mobility devices founded in 1991. Dejay distributes Freedom Concepts adaptive bikes including DCP Mini, DCP12, DCP16, AS2000 Adventurer and e-bike variants.
- TheraplaycoreUK's longest established manufacturer of cycles for riders with additional support needs with 40+ years experience. Dejay distributes Theraplay trikes and bikes including Terrier, TMX, Tracker models.
- Special TomatocoreIndustry-leading range of quality paediatric products with proprietary Soft-Touch material. Dejay distributes Special Tomato seating, strollers, car seats and therapy aids.
- EasyStandcoreLeading manufacturer of standing technology for people with disabilities, founded by a C6-7 quadriplegic. Dejay distributes EasyStand standers including Bantam, Evolv, Glider, StrapStand, and Zing MPS.
- ConvaidcoreManufacturer of wheelchair strollers for special needs children and youth. Dejay distributes Convaid products including Cruiser, EZ Rider, and Rodeo strollers.
- Vela (Meyland-Smith)coreDanish company founded in 1901 producing gait trainers and mobility products. Dejay distributes Vela/Meywalk gait trainers including Meywalk 4 and Meywalk Micro.
- RibcapcoreManufacturer of fashionable soft protective helmets for people with special needs and active individuals. Dejay distributes Ribcap helmets including baseball caps, beanies and Billie hats.
- QuokkacoreDesigner of mobility bags that attach to walkers, scooters and wheelchairs with quick release clamp system. Dejay distributes Quokka bags, adaptors and accessories.
- Buddy RoamercoreWalking solution designed to enable children to walk following natural gait pattern with open front design encouraging communication and interaction.
- Frame Running Community PartnerscoreDejay is part of the Frame Running community supporting sport and recreation growth in Australia. Partners include Now I Can Run, CPISRA, Frame Running Wollongong, UniQLD Run4Health, ParaQuad Tasmania, and Frame Running USA.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Dejay Medical competitors and assessment
Company assessmentDirect peers
- Push Mobility: Australian specialist distributor of complex rehabilitation equipment including manual and power wheelchairs, seating, and assistive technology. Comparable niche positioning and NDIS-led GTM to Dejay, with a focus on complex rehab clients.
- Aidacare: Aidacare is one of Australia's largest distributors of assistive technology and rehabilitation equipment, including wheelchairs, seating, and daily living aids. Directly comparable to Dejay in product category, NDIS-focused GTM, and multi-state Australian distribution model.
- Country Care Group: Australian DME and rehabilitation equipment distributor with a national network supplying mobility aids, wheelchairs, and assistive technology to NDIS participants and aged care. Overlaps with Dejay on customer segments, product categories, and funding-driven sales motion.
- Magic Mobility: Australian manufacturer of high-performance power wheelchairs (front-, mid-, and rear-wheel drive) for adult users. Comparable to Dejay as a home-grown Australian mobility specialist, though focused on adult power chairs versus Dejay's paediatric/manual emphasis.
Broad incumbents
- Convaid (R82): US-based manufacturer of wheelchair strollers and paediatric seating (now part of R82/Etac) — Dejay distributes the Cruiser, EZ Rider, and Rodeo strollers in Australia. Comparable paediatric specialisation but operates as a global OEM rather than a regional specialist.
- Sunrise Medical: Global manufacturer of manual wheelchairs (Quickie), paediatric wheelchairs (Zippie), power chairs, and seating — brands that Dejay distributes in Australia. Comparable at the product level, but Sunrise operates as a global OEM rather than a regional specialist distributor.
- Permobil: Global manufacturer of power wheelchairs, manual wheelchairs, and seating & positioning solutions serving complex rehab clients worldwide. Comparable product categories to Dejay's distributed range, but operates at global scale and competes for the same NDIS-funded complex rehab prescriptions.
- Ottobock: Global leader in prosthetics, orthotics, wheelchairs, and rehab products — and Dejay's principal supplier for the Avantgarde, Zenit, and Kimba product lines. Comparable product portfolio, but operates globally as an OEM rather than as a regional distributor.
- Invacare: Global manufacturer of wheelchairs, seating, and home medical equipment with a long history in the Australian market. Overlaps with Dejay on core product categories (manual/power wheelchairs, DME) but at significantly larger scale and breadth.
- Pride Mobility / Quantum Rehab: Global manufacturer of complex rehab power wheelchairs sold under the Quantum Rehab brand — Dejay distributes Quantum's 4Front, Q6 Edge 3, and R-TRAK powerchairs in Australia. Comparable at the product level but operates globally as the OEM.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Dejay Medical social profiles
Digital presenceDejay Medical financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dejay Medical leadership team
Management profileNumber of profiles
Dejay Medical funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dejay Medical M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dejay Medical
What does Dejay Medical do?
Dejay Medical manufactures custom wheelchairs (SMIK brand) at its Rouse Hill workshop and distributes an extensive portfolio of international rehabilitation and mobility equipment brands across Australia. The company supplies manual and power wheelchairs, standers, walkers, gait trainers, paediatric strollers, adaptive bikes, frame running bikes, seating systems, therapy aids, and protective headwear. Services include equipment trials, customisation, fitting, delivery, ongoing therapy and technical support, NDIS funding support, and equipment hire.
Is Dejay Medical a public or private company?
Dejay Medical is a private company. It is classified as family owned and is currently operating.
When was Dejay Medical founded?
Dejay Medical was founded in 1986. It employs 11 to 50 people.
Where is Dejay Medical based?
Dejay Medical is headquartered in Seven Hills, Australia, in the Oceania region.
How does Dejay Medical make money?
Three revenue lines are on record. Equipment Sales are the primary driver. The others are equipment Rental/Hire and customisation Services.
Who are Dejay Medical's main competitors?
Direct peers on record are Push Mobility, Aidacare, Country Care Group and Magic Mobility. Broad incumbents are Convaid (R82), Sunrise Medical, Permobil, Ottobock, Invacare and Pride Mobility / Quantum Rehab.
Does Dejay Medical have an API?
No public API is recorded for Dejay Medical.
What industry is Dejay Medical in?
Dejay Medical's product category is Rehabilitation and Mobility Equipment. Its primary akta.pro industry code is HLAHAMAA, Mobility Aids (Wheelchairs, Scooters, Walkers, Canes), with a secondary code of HSABAKAC, Mobility Device Sales, Rental & Service (Wheelchairs, Scooters, Walkers). Its NAICS code is 339113 and its SIC code is 3842.