Emprise Mobility

What Emprise Mobility does

Emprise Mobility (legal entity Emprise Pty Ltd, ABN 52 060 359 195) is a Western Australian retail and service business specialising in mobility equipment, daily living aids, and assistive technology. Founded in 1994 as Mandurah Mobility Products and rebranded to Emprise in 1997, the company sells, hires, and services a catalogue of 8,000+ products spanning mobility scooters (Merits, Shoprider), manual and powered wheelchairs (Karma and others), adjustable beds and mattresses (Accora, ICare, Invacare, Oska), bathroom and patient-handling equipment (K Care, Handicare/Liko, Oxford), bariatric equipment (Aspire, Configura, Sunrise Medical), and pressure/posture care (Roho, Jay, Vicair). The business operates five large physical showrooms across the Perth metropolitan area (Armadale, Belmont, Bibra Lake, Malaga) and Mandurah, supported by a 900 sqm warehouse and 11 full-time warehouse and delivery staff, with a team totalling approximately 45 as of December 2023.

Emprise generates revenue through three streams: one-time retail equipment sales (quote-based pricing), recurring equipment hire (weekly and monthly rates publicly disclosed for scooters, wheelchairs, beds, chairs, and patient hoists), and professional service/repairs (fixed-price scooter servicing plus hourly labour). Distribution is exclusively physical — in-person at showrooms, by phone (1300 761 196), by email, or via in-home consultations and trials — with no e-commerce channel. A distinctive element is the on-staff Occupational Therapy team, which conducts clinical assessments, in-home trials, and collaborates with allied health professionals on complex equipment prescription, differentiating Emprise from pure mobility retailers.

The company serves five primary customer segments: individuals with mobility challenges arising from age, illness, or disability; NDIS participants (Emprise is a registered NDIS provider, #4050021922); DVA veterans (Western Australian sub-contractor for the Rehabilitation Appliance Program since 2011); Home Care Package recipients; and a B2B channel serving disability service organisations (Rocky Bay, MSWA, Therapy Focus, TADWA), aged-care providers (Amana Living, Brightwater, Aviva, Mercy Care, Chorus), and WA government departments. Geographic reach spans Western Australia, from Esperance to Kununurra. Since December 2023, Emprise has operated as a subsidiary of Aidacare Pty Ltd, a national healthcare equipment supplier with 90+ branches, which provides infrastructure and capital backing. Key regulatory credentials include NDIS registration and ATSA (Assistive Technology Suppliers Australasia) Code of Practice membership.

Name

Emprise Mobility

Legal name

Emprise Pty Ltd

Website

https://emprise.com.au

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Emprise Mobility is a Western Australian retail and service business selling, hiring, and repairing mobility equipment and assistive technology (8,000+ SKUs) across five Perth-area showrooms. It serves individuals with mobility challenges, NDIS participants, DVA veterans, and aged-care organisations.

Ownership category

akta.pro rank

Product category

Mobility Equipment and Assistive Technology Retail

NAICS

Home Health Equipment Rental (532283), Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Personal and Household Goods Repair and Maintenance (8114)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Mobility Device Sales, Rental & Service (Wheelchairs, Scooters, Walkers) (HSABAKAC)

akta.pro secondary industries

Mobility Aids (Wheelchairs, Scooters, Walkers, Canes) (HLAHAMAA), Patient Lifts, Transfer & Safe Handling Equipment (Hoists, Slings, Transfer Boards) (HLAHAMAE), Seating & Positioning Systems (Cushions, Backs, Pressure Relief) (HLAHAMAB)

Keywords

• Mobility equipment retail
• Assistive technology products
• Mobility scooter sales
• Wheelchair and walking aids
• Occupational therapy equipment

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Mobility Equipment Sales: Retail sales of mobility equipment, daily living aids, and assistive technology. Products include wheelchairs, scooters, beds, chairs, bathroom aids, walking aids, and daily living products.
2. Equipment Hire: Short-term and long-term hire of mobility equipment including scooters, wheelchairs, beds, chairs, and patient handling equipment. Weekly and monthly recurring billing.
3. Service and Repairs: Regular servicing, maintenance/repair and warranty repairs for equipment sold. Fixed price regular service for mobility scooters, hourly rate for other work.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Emprise Mobility supplies, hires, and services mobility equipment and assistive technology products across Western Australia through five large showrooms and an in-house Occupational Therapy team. Core offerings include mobility scooters, manual and powered wheelchairs, walking aids, adjustable beds, bathroom and toilet aids, patient handling equipment, bariatric equipment, lift/recline chairs, pressure and posture care, daily living aids, building accessibility products, and continence management products from brands such as Merits, Shoprider, Karma, Aspire, ICare, Roho, Jay, and Vicair.

Product overview

Emprise Mobility is a retail business operating as part of the Aidacare group, offering sales, hire, and service of mobility equipment and assistive technology throughout Western Australia. The company operates five large showrooms in Armadale, Belmont, Bibra Lake, Malaga, and Mandurah. The product portfolio centers on mobility scooters (Merits, Shoprider brands), manual and powered wheelchairs (Karma and others), walking aids (Airgo, Trust), adjustable beds and bedroom equipment (Accora, ICare, Invacare, Oska), bathroom and shower aids (K Care, Redgum, Days, Etac), patient handling equipment (Oxford, Handicare/Liko), pressure and posture care (Jay, Roho, Vicair), bariatric equipment (Aspire, Configura, Sunrise Medical), chairs and lift recliners (Ibis, Atama, K Care), daily living aids, and continence management products. The company also offers equipment hire services for short and long-term needs, comprehensive service and repairs, and on-staff occupational therapy services for equipment trials, customisation, and client/therapist support.

Differentiator

Problem solved

Functional benefit

Products and services

• Mobility Scooters Electric mobility vehicles limited to 10kph in Australia, classified as pedestrians under road rules. Available in portable, mid-size, large luxury, 3-wheel, and 4-wheel configurations. Sold by Merits and Shoprider brands, for individuals with mobility limitations.
• Wheelchairs Manual wheelchairs (transit and self-propel models), powered wheelchairs, portable electric wheelchairs, specialized wheelchairs including tilt-in-space, and customized wheelchairs from brands such as Karma.
• Walking Aids Walking sticks, seat walkers, rollators, walking frames, forearm walkers, knee walkers, and crutches from brands including Airgo and Trust.
• Beds and Bedroom Equipment Adjustable beds (electric operation with hi/lo height, backrest, knee break, and Trendelenburg functions), mattresses (foam to air, comfort to medical), companion beds, and bed accessories from Accora, CairMax, Conni, Funke, ICare, Invacare, and Oska.
• Bathroom and Shower Aids Shower commodes, shower seating, bath aids, toileting aids, hand-held shower hoses, long-handle grooming aids, grab rails, and non-slip mats from Aquasense, Breezy, Con-Serv, Days, Etac, Freedom, K Care, Myco, R&R Healthcare, and Redgum.
• Toilet and Toileting Equipment Over toilet frames, toilet seat raisers, toilet surrounds, shower commodes, bedside commodes, and urinal bottles from brands including MedPro, Skil Care, and Throne.
• Patient Handling Equipment Manual and powered hoists, slings, standing hoists, swivel cushions, slide boards, walk/lift belts, and transfer aids from Handicare (Liko), Kerry, Oxford, and Pelican.
• Bariatric Equipment Heavy-duty reinforced equipment with higher load capacity including bariatric shower chairs, commodes, hoists, beds, wheelchairs, and walking aids from Aspire, Configura, Sunrise Medical, and XXL-Rehab.
• Chairs Height adjustable chairs, lift chairs, pressure relief chairs, assist chairs, dining chairs, and recline/lift chairs from Alivio, Atama, Ibis, Sylex, Theorem Concepts, K Care, and DAL Brands.
• Pressure and Posture Care Cushions and positioning aids for wheelchairs and beds using foam, gel, air-filled cells, or combinations from Balance Seat, Bodypoint, Dermasaver, Equagel, Jay, Posimed, Roho, Shear Comfort, and Vicair.
• Daily Living Aids Dressing aids, kitchen aids, gripping aids, cutlery, reachers, step stools, car access aids, falls prevention aids, and memory/orientation aids from Cura 1, Homecraft, Stander, and Uccello.
• Building Accessibility Products Grab rails, bed rails, wheelchair ramps (rubber threshold, modular, aluminium, fibreglass), and accessibility solutions from Better Living, Decpac, Shoprider, and Tyrex.
• Continence Management Bed pads, chair pads, mattress protectors, clothing protectors, and continence briefs/pants available in disposable and reusable options.
• Equipment Hire Service Short and long-term hire of mobility equipment including scooters, wheelchairs, walking aids, bathroom/toilet aids, beds, mattresses, recline/lift chairs, and patient handling equipment. Publicly disclosed weekly and monthly rates.
• Service and Repairs Regular service, maintenance, repair and warranty repairs for mobility equipment including scooters, wheelchairs, adjustable beds, and lift chairs. Services include onsite visits and pick-up/delivery.
• Occupational Therapy Services On-staff Occupational Therapists provide in-home trials, equipment trials and customisation, training and support, and collaborative problem-solving for complex cases with therapists and allied health professionals.

Named customers13 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• AidacareflagshipStrategic or Co-development Partner · 1 December 2023Emprise Pty Ltd (trading as Emprise Mobility) was acquired by Aidacare Pty Ltd. Aidacare is a national supplier of healthcare equipment with over 90 branch locations and over 20 years of operation. The acquisition enhances Emprise Mobility's service capabilities via Aidacare's infrastructure, support and investment. All existing teams, contact phone numbers and email addresses are unchanged.
• DVA (Department of Veterans' Affairs)coreChannel Partner/ Reseller/ DistributorWestern Australian sub-contractor for the DVA Rehabilitation Appliance Program (RAP) since 2011. Can fulfil orders to veterans through Aidacare and Allianz.
• Rocky BaycoreChannel Partner/ Reseller/ DistributorDisability services organization for which Emprise sources and supplies assistive technology equipment on behalf of their clients.
• MSWAcoreChannel Partner/ Reseller/ DistributorMultiple Sclerosis Western Australia - Emprise fulfils orders sourcing equipment on behalf of MSWA clients.
• Therapy FocuscoreChannel Partner/ Reseller/ DistributorTherapy organization for which Emprise sources equipment on behalf of their clients.
• TADWAcoreChannel Partner/ Reseller/ DistributorTechnology for Ageing and Disability WA - Emprise sources equipment on behalf of TADWA clients.
• ATSA (Assistive Technology Suppliers Australia)coreStrategic or Co-development PartnerEmprise is a member of ATSA and abides by the ATSA Code of Practice. ATSA implements a self-regulating Code of Practice ensuring consistent provision of equipment and services to consumers with disabilities and older people.
• SureSafeminorChannel Partner/ Reseller/ DistributorSureSafe personal alarms now available through Emprise showrooms. Joel Groth, co-founder of SureSafe, explains how the products work.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Aidacare: Aidacare is Emprise's parent company and a national healthcare equipment supplier with 90+ branches across Australia. It is directly comparable as the broader mobility/assistive technology distributor that acquired Emprise as its WA specialist retail arm.
• Permobil: Permobil is a global manufacturer of power wheelchairs, manual wheelchairs, and seating/positioning products, with an Australian commercial presence. It is comparable as one of the third-party brands Emprise distributes, and as a broader industry incumbent with deeper direct-to-consumer and clinical channels.
• Sunrise Medical: Sunrise Medical is a global manufacturer of mobility products (manual wheelchairs, power chairs, seating) with an Australian subsidiary. It is comparable as a key supplier brand Emprise carries and as a broader industry incumbent that competes for institutional contracts.
• Invacare: Invacare is a global manufacturer of wheelchairs, beds, and homecare equipment with Australian operations. It is a key third-party brand Emprise distributes and a broader industry incumbent with both manufacturing and direct distribution capabilities.

Direct peers

• Mobility HQ: Mobility HQ sells mobility scooters, wheelchairs, lift chairs, and adjustable beds online in Australia. It is a direct competitor in the same mobility equipment category, with a different (online-led) go-to-market that highlights Emprise's showroom-anchored model.
• Country Care Group: Country Care Group is an Australian regional mobility and assistive technology provider operating across Victoria and other states with showrooms, hire, and service. It is a direct regional peer with comparable product mix and B2B/B2C sales motion.
• Scooters Australia: Scooters Australia is an Australian specialty retailer of mobility scooters, power wheelchairs, and daily living aids. It is a direct competitor in the same core product category (mobility scooters and powered wheelchairs) targeted at the same demographic.
• Independent Living Specialists: ILS is a major Australian retailer of mobility equipment, daily living aids, and assistive technology operating showrooms across NSW, QLD, and VIC. It is comparable to Emprise as a showroom-led mobility retailer with an OT-supported sales motion and government funding channels.
• Better Life Centre: Better Life Centre is an Australian retailer of mobility scooters, wheelchairs, daily living aids, and adjustable beds. It is a direct competitor in the same mobility equipment and assistive technology category with a multi-channel retail presence.

Regional players

• Avantia (by Kinetic Healthcare): Avantia is an Australian online mobility equipment retailer focused on scooters, lift chairs, and adjustable beds. It is comparable as a competing channel in the same product category, though it operates primarily online rather than via showrooms.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EmpriseMobility
• LinkedInlinkedin.com/company/emprise-mobility

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Emprise Mobility