What Vitramed does

Vitramed is an Australian specialist distributor of gastrointestinal (GI) medical devices, accessories, and supplements, founded in 2007 (registered 2008) in Sydney and headquartered at Castle Hill, NSW. The company curates and distributes a portfolio of 13+ proprietary and branded products across six categories: Endoscopy Systems (Endotics robotic colonoscopy with a self-propelled disposable joystick-controlled probe, OMOM capsule endoscopy), Haemostasis (EndoClot PHS polysaccharide powder — the only TGA-registered haemostatic powder for both upper and lower GI tract — plus EndoClot Adhesive and haemostatic clips), Therapeutic devices (EndoClot SIS submucosal injection system, Ella esophageal stents, stent extractors), Continence Care (SECCO Faecal Management System), Breath Tests (Gastro+ Gastrolyzer, GastroCH4ECK, Heliprobe, substrates), and Endoscopy Accessories (forceps, snares, polyp traps). All distributed products are TGA-registered where required and the EndoClot PHS alone has over 500,000 documented applications worldwide with no serious adverse events.

Vitramed operates a direct sales-led go-to-market targeting day hospitals, gastroenterology practices, and healthcare professionals (endoscopists, gastroenterologists, nursing staff) across Queensland, NSW, and Victoria, with outreach via the company website, phone, email, LinkedIn, and ongoing participation in the Day Hospitals Australia national conference since 2011. Revenue is generated through one-time device sales and recurring consumable reorders; all pricing is opaque and contact-based. In August 2022, Vitramed was acquired by Avacare Health Australia (itself part of South Africa-based Avacare Health Group generating A$345m worldwide revenues), with founder Julie Simmonds retained as Managing Director and the Vitramed brand preserved. The acquisition expanded distribution leverage but Vitramed remains a sub-scale 11-50 employee subsidiary with a single-country Australian footprint, limited disclosed financials, and no external capital beyond a small November 2025 funding round of $192,550.

Name

Vitramed

Legal name

Vitramed Pty Ltd

Website

https://vitramed.com.au

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Vitramed is an Australian specialist distributor of gastrointestinal medical devices and consumables — including TGA-registered haemostatic powders, robotic and capsule endoscopy systems, stents, breath test devices, and continence care products — selling directly to day hospitals and gastroenterology practices across eastern Australia.

Ownership category

akta.pro rank

Product category

Gastrointestinal Medical Devices

NAICS

Surgical and Medical Instrument Manufacturing (339112), Surgical Appliance and Supplies Manufacturing (339113)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Endoscopy Systems & Accessories (Scopes, Cameras, Light Sources, Insufflation) (HLAHADAB)

akta.pro secondary industries

Endoscopic Therapeutic & Access Devices (Trocars, dilators, biopsy/ablation tools) (HLAHADAN), General Gastroenterology (HLAKAEAA)

Keywords

• Gastrointestinal medical devices
• Endoscopy equipment
• Haemostasis products
• Medical device distribution
• Breath testing devices

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain

Revenue model

1. Medical Device Distribution: Vitramed distributes gastrointestinal medical devices, accessories, and consumables to healthcare facilities. Revenue is generated through one-time device sales, consumable/product refills, and ongoing supply relationships with day hospitals and gastroenterology practices. The company also distributes products from affiliated brands including EndoClot, Endotics, and various therapeutic devices.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Vitramed is a specialist Australian distributor of gastrointestinal medical devices, accessories, and consumables. The company supplies endoscopy systems, haemostasis products, therapeutic devices, breath testing equipment, continence care solutions, and endoscopy accessories to day hospitals, gastroenterology clinics, and healthcare professionals across Australia. Vitramed holds distribution rights for proprietary products including EndoClot, Endotics, and capsule endoscopy systems.

Product overview

Vitramed is a specialist distributor of gastrointestinal medical devices, accessories, and supplements operating in Australia. The company offers a portfolio of six product categories: (1) Endoscopy Systems including the Endotics Robotic Endoscopy System and OMOM Capsule Endoscopy; (2) Haemostasis products including EndoClot PHS, EndoClot Adhesive, and Haemostatic Clips; (3) Therapeutic devices including EndoClot SIS Submucosal Injection System, Stents, and Stent Extractors; (4) Continence Care featuring the SECCO Faecal Management System; (5) Breath Tests including Gastro+ Gastrolyzer, GastroCH4ECK, Heliprobe System, and Substrates; and (6) Endoscopy Accessories such as Forceps, Snares, and Polyp Traps. The portfolio centers on GI-focused medical devices with a focus on innovative technology solutions for gastrointestinal medicine.

Differentiator

Problem solved

Functional benefit

Products and services

• Endotics System A robotic colonoscopy system consisting of a small workstation connected to a disposable self-propelled probe controlled by a joystick. The probe follows the contours of the colon without pushing, reducing risk of perforation and enabling completion of colonoscopy in cases where previous procedures may have failed. Designed for use by gastroenterologists and endoscopy specialists.
• Capsule Endoscopy (OMOM) Video capsule endoscopy system for non-invasive examination and visualization of the gastrointestinal tract. Used by gastroenterologists for diagnostic imaging where traditional endoscopy may not be suitable.
• EndoClot PHS (Polysaccharide Hemostatic System) A cutting-edge haemostatic powder TGA-registered for use in both upper and lower GI tract, specifically designed for primary use in arteriolar, venous and/or capillary bleeding. Uses Absorbable Modified Polymers (AMP) applied as granules that rapidly absorb water and concentrate blood components to form a gelled matrix promoting clotting. Delivered via low-pressure air system preventing white-out effect.
• EndoClot Adhesive Second-generation synthetic powder haemostatic product with the same hemostatic capability as PHS but designed to adhere to the mucosa and stay in place for up to three days, protecting wounds from acid and alkaline conditions while facilitating faster healing. Used by endoscopists for post-procedure wound management.
• Haemostatic Clips Haemostatic clips for endoscopic bleeding management. Used by gastroenterologists and endoscopists during GI procedures to mechanically control bleeding.
• EndoClot SIS (Submucosal Injection System) A single-use medical device composed of Absorbable Modified Polymer (AMP) derived from plant starch particles in a vial and a spiral plunger syringe. Provides excellent mucosal lifting, superior elevation, and easy delivery for endoscopic procedures. Used by endoscopists for submucosal injections during polypectomy and EMR procedures.
• Stents Therapeutic devices including esophageal stents for gastrointestinal procedures. Used by gastroenterologists and interventional endoscopists for treating strictures and obstructions.
• Stent Extractor Device for extracting stents during gastrointestinal procedures. Used by endoscopists to safely remove previously placed esophageal or GI stents.
• SECCO Faecal Management System (FMS) A closed catheter system for management of episodic faecal incontinence of liquid and semi-liquid faeces. Contains a patented superabsorbent pad designed to effectively bind contaminated liquid stool to help prevent infectious spills or splashes during collection, maintenance and disposal, along with extra-large 1.5L collection bags. Used in hospital and critical care settings.
• Gastro+ Gastrolyzer Hydrogen breath testing device for diagnosis of carbohydrate malabsorption and small intestinal bacterial overgrowth (SIBO). Used by gastroenterologists and diagnostic clinics for non-invasive GI assessment.
• GastroCH4ECK Breath testing device for methane and hydrogen measurement in gastrointestinal diagnostics. Used by gastroenterologists for combined CH4/H2 breath analysis.
• Heliprobe System Breath test system for detection of Helicobacter pylori infection. Used by gastroenterologists and primary care practitioners for non-invasive H. pylori diagnosis.
• Substrates Range of sugars used as challenge substrates in hydrogen and methane breath testing, including Dextrose, Fructose, Glucose, Inulin Powder, Lactose Powder, Sorbitol, and Xylitol. Consumables used by clinics performing breath tests for malabsorption diagnosis.
• Endoscopy Accessories Endoscopy accessories including Forceps, Snares, and Polyp Traps for GI procedures. Used by endoscopists during diagnostic and therapeutic procedures.

Quantifiable outcome

• Over 500,000 applications of EndoClot PHS worldwide with no serious adverse events reported

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Avacare Health AustraliacoreChannel Partner/ Reseller/ Distributor · 8 August 2022Avacare Health Australia acquired Vitramed Pty Ltd in August 2022. Vitramed remains under the brand name Vitramed maintaining its 15-year reputation. Former owner Julie Simmonds continues as Managing Director. Avacare leverages Vitramed's distribution networks in Queensland, NSW, and Victoria to supply the Avacare Group product range. Avacare Australia is a subsidiary of South African-based Avacare Health Group generating A$345m in worldwide revenues.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Diversatek Healthcare: Specialty GI medical device company offering therapeutic endoscopy and esophageal diagnostics products. Comparable because Diversatek competes in adjacent GI therapeutic categories (e.g., stents and esophageal devices) that overlap with Vitramed's therapeutic portfolio.

Broad incumbents

• Conmed: Global medical device company with a strong GI endoscopy portfolio (forceps, snares, haemostatic devices). Comparable because Conmed competes head-to-head in the therapeutic and accessory categories that Vitramed distributes into Australian day hospitals.
• Avacare Health Australia: Parent company of Vitramed and broader medical device and pharmaceutical distributor in Australia and New Zealand. Directly comparable because it shares the same Australian healthcare distribution channels and now uses Vitramed's GI network to push its wider product range.
• Device Technologies Australia: One of Australia's largest specialty medical device distributors, active across endoscopy, surgical, and capital equipment. Comparable because it serves the same Australian day hospitals and specialist clinics with multi-vendor GI and endoscopy portfolios.
• Boston Scientific Australia: Major global manufacturer of GI endoscopy devices including haemostatic clips, stents, and therapeutic accessories. Comparable because it competes with several of Vitramed's distributed product lines (clips, stents, snares) in the same Australian customer accounts.
• Olympus Medical Australia: Subsidiary of Olympus Corporation, the global leader in flexible endoscopy. Comparable because Olympus supplies the dominant endoscopy platforms, scopes, and accessories used in the same Australian GI day hospitals that Vitramed serves.
• Pentax Medical (HOYA): Division of HOYA Corporation supplying endoscopy systems and accessories globally. Comparable because Pentax provides endoscopy platforms and consumables that overlap with several of Vitramed's distributed endoscopy system and accessory lines.
• Cook Medical Australia: Global manufacturer and distributor of GI endoscopy and interventional products, including stents and accessories. Comparable because Cook supplies therapeutic GI devices (notably stents) directly into the same day hospital and gastroenterology channel as Vitramed.

Direct peers

• Micro-Tech Endoscopy: Manufacturer and supplier of GI endoscopy accessories and therapeutic devices, including biopsy forceps, snares, and haemostatic products. Comparable because Micro-Tech's product set overlaps directly with several of Vitramed's distributed accessories and haemostasis lines.
• Endotherapeutics: Australian specialty distributor focused on gastroenterology, endoscopy, and hepatology devices. Comparable because it is the closest direct peer - same Australian geography, same GI specialty focus, same day hospital and specialist clinic channel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/vitramed

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

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 Vitramed