MedProDirect

What MedProDirect does

MedProDirect is a privately held Canadian e-commerce retailer headquartered in Mississauga, Ontario, that sells adult incontinence products direct to consumers across Canada. Its catalog spans 111 SKUs across 13+ trusted brands (Prevail, TENA, Attends, Coloplast, Tranquility, Lille, iD, Calmoseptine, Aloe Vesta, and others) and covers core absorbent products (adult diapers, protective underwear, pads/liners), accessories (wipes, underpads, gloves, urinals, swim diapers, mattress and clothing protectors), and adjacent wellness items (dietary supplements and skin care). The company positions itself as offering one of Canada's largest online selections of incontinence supplies, emphasizing discretion, free samples, and free shipping on orders over $50.

The platform is a standard self-serve e-commerce site (SSL-encrypted checkout, product comparison, wishlist, secure payment) with no public API, no mobile app, and no disclosed AI/ML capabilities. Go-to-market is content-led: a blog and SEO-optimized category and brand pages target top-of-funnel discovery, while a Refer-a-Friend/Family Member program supports post-sale word-of-mouth. Institutional partnerships with Community Care Access Centre (CCAC), Community Living Ontario, and the Ontario Association for the Development of Disability (OADD), plus sponsorship of the OASIS 2019 AGM, point to a secondary go-to-market into the developmental services and seniors sectors. Customer segments include adults with incontinence segmented by gender (men, women) and life stage (post-childbirth, menopause, seniors), as well as organizations serving individuals with developmental disabilities.

The revenue model is straightforward transaction-based DTC retail with no subscription or recurring billing disclosed. Pricing is unit-based (range approximately $3 for urinals to $192.50 for premium briefs, with adult diapers $74-$154 and protective underwear $74-$153), augmented by a freemium samples program (up to five free samples, customer pays shipping) designed to drive first-purchase conversion. With 11-50 employees, no disclosed funding, and no revenue disclosure, MedProDirect operates as a small, founder-led niche retailer serving an addressable Canadian market of over 3 million people affected by incontinence.

Name

MedProDirect

Legal name

MedProDirect

Website

https://medprodirect.net

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

MedProDirect is a Mississauga, Canada-based e-commerce retailer selling adult incontinence products (diapers, protective underwear, pads, skin care, and accessories) from 13+ brands directly to Canadian consumers, with an emphasis on privacy, free samples, and discrete shipping.

Ownership category

akta.pro rank

Product category

Adult Incontinence Products (Medical Supplies Retail)

NAICS

Health and Personal Care Retailers (456), Pharmacies and Drug Retailers (45611)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH)

akta.pro secondary industries

Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies) (HSABAKAH), Adult Incontinence Products (CRADALAF), Incontinence Products (Adult & Baby Diapers/Training Pants) (IMAMAGAE), Medical & Hygiene Disposables (Underpads, Disposable Washcloths, Bed Bath Products) (CRADALAK)

Keywords

• Adult incontinence products
• Incontinence supplies retail
• Protective underwear
• Absorbent hygiene products
• Medical supply ecommerce

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce retail of adult incontinence products including adult diapers, protective underwear, pads, liners, wipes, skin care products, and dietary supplements. Transaction-based one-time purchases with no subscription mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

MedProDirect is a Canadian direct-to-consumer e-commerce retailer specializing in adult incontinence products. It sells one of the largest online selections in Canada of branded incontinence supplies — adult diapers, protective underwear, pads and liners, wipes, underpads, swim diapers, skin care, gloves, urinals, and accessories — sourced from 13+ trusted brands. The company supports purchases with a Free Samples Program (up to five free samples, customer pays shipping), discrete confidential shipping, and free shipping on orders over $50.

Product overview

MedProDirect is a Canadian e-commerce retailer specializing in adult incontinence products, offering one of the largest selections in Canada. The product portfolio centers on core absorbent products including Adult Diapers (from brands like Attends, iD, Lille, Prevail, TENA, and Tranquility), Protective Underwear, and Incontinence Liners and Pads. These are supported by complementary accessory products including Wipes and Washcloths, Underpads, Adult Swim Diapers (Tranquility Swimmates), Incontinence Gloves, Urinals, Clothing Protectors, and Mattress Protectors. The company also offers a Wellness category with Dietary Supplements (such as Resource Thicken-Up) and Skin Care Creams and Washes (from Aloe Vesta, Calmoseptine, Coloplast, and TENA) for perineal skin maintenance. A notable service offering is the Free Samples Program, allowing customers to try up to five products before purchasing. The business operates as a pure e-commerce platform without any API infrastructure.

Differentiator

Problem solved

Functional benefit

Products and services

• Adult Diapers (Tabbed Briefs) Highly absorbent incontinence briefs with adjustable tabs designed to contain urinary and bowel leaks with secure waist fitting. Available in cloth-back and plastic-back varieties, multiple sizes (youth through 3XL/bariatric) and absorbency levels. Targeted at adults and seniors with moderate to heavy incontinence.
• Protective Underwear Disposable absorbent undergarments that pull on and off like regular underwear, designed for discreet, comfortable, and close-fitting incontinence protection. Sized across the full range from youth to 3XL and across absorbency levels.
• Incontinence Liners and Pads Containment pads placed inside underwear to absorb leakage, featuring odor-blocking properties and ranging from light to heavy absorbency in sizes from 6 to 20 inches.
• Wipes and Washcloths Disposable cleansing wipes and washcloths designed for gentle adult incontinence cleanup, available in hypoallergenic options for sensitive skin.
• Underpads Disposable and washable bed and furniture pads providing extra protection against staining or damage, available in various sizes and absorbency levels.
• Adult Swim Diapers (Swimmates) Disposable swimwear designed for incontinence sufferers that absorb leaks but do not swell from pool water, with leak guard waistbands and leg bands.
• Incontinence Gloves Disposable sanitary gloves made from vinyl, nitrile, or nitech materials designed for incontinence care and skin maintenance.
• Urinals

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• Community Care Access Centre (CCAC)minorOthers · 1 January 2019Healthcare partner organization. MedProDirect displays CCAC branding as a proud partner, indicating referral or care coordination relationship for home healthcare supplies.
• Community Living OntariominorOthers · 1 January 2019Organization supporting individuals with developmental disabilities. Partnership indicates supply relationship for incontinence products to clients served by Community Living Ontario.
• OASISminorOthers · 1 January 2019Served as 2019 AGM Conference Sponsor. OASIS is an Ontario-based organization related to seniors or healthcare services.
• OADD (Ontario Association for the Development of Disability)minorOthers · 1 January 2019Partnership with Ontario-based organization focused on developmental disabilities, indicating market presence in the developmental services sector.

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• NorthShore Care Supply: US-based online specialty retailer of adult incontinence and absorbent products with broad brand assortment and direct-to-consumer shipping, comparable in business model and product category to MedProDirect.
• Carewell: Online D2C retailer focused on incontinence, ostomy, and home medical supplies, serving caregivers and individuals — closely comparable in assortment breadth and home-delivery model to MedProDirect.
• 180 Medical: Specialty supplier of incontinence, ostomy, and urological supplies via direct-to-consumer shipping, with a similar niche focus on sensitive medical supplies.
• LL Medico: US online retailer specializing in incontinence products, similar to MedProDirect in being a focused e-commerce specialist rather than a broad-line pharmacy.

Broad incumbents

• Wellwise by Shoppers Drug Mart: Loblaw/Shoppers Drug Mart's healthcare supply banner selling incontinence, mobility, and home health products across Canada — a much larger incumbent competing for the same Canadian customers.
• Coloplast: Manufacturer of continence and ostomy products sold by MedProDirect, also operates direct-to-consumer channels that compete for the same end buyer.
• Walmart Canada: Mass retailer carrying a comparable assortment of branded adult incontinence products at competitive price points with broad Canadian fulfillment — a key price competitor.
• Prevail (First Quality): Manufacturer of the Prevail brand carried by MedProDirect; competes at the upstream level and increasingly through direct and retail channels.
• Amazon.ca: Mass-market online retailer carrying the same manufacturer brands of incontinence products with Prime shipping; competes with MedProDirect on assortment depth and delivery speed in Canada.
• TENA (Essity): Manufacturer of one of MedProDirect's biggest-selling brands (TENA) with its own direct-to-consumer presence; a supplier and a competitor at once.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MedProDirect
• LinkedInlinkedin.com/company/medprodirect

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 MedProDirect