Sunrise Medical: building a global leader in assistive mobility solutions

Sunrise Medical excels in developing, designing and manufacturing manual wheelchairs, power wheelchairs, motorised scooters, as well as standard and customised seating and positioning solutions. Nordic Capital recognised the company’s unrealised potential and acquired it in 2015, with the overall strategic objective to integrate Sunrise and the Mobility division of Handicare, thereby enhancing the potential of both companies and supporting Sunrise Medical’s management team in the continued expansion of the Rehab Power portfolio and in the US.

A partnership for global leadership

At the time of the acquisition, Sunrise Medical employed approximately 1,950 people across seven geographies. Under Nordic Capital’s ownership, the company grew substantially and is operating in 23 countries today, with products sold in over 130 countries. Moreover, Sunrise Medical employs a workforce of more than 2,800 people. During Nordic Capital’s ownership, Sunrise Medical strategically re-positioned to high-end products and innovation, continued synergistic acquisitions, drove operational improvements, and captured further share in the attractive US market through sales excellence. Additional growth initiatives included a new modular powered rehab product line (Global Power Platform), go-to-market strategy centered around clinical sales, and continued focus on ESG.

Strong focus on innovation and product pipeline

Nordic Capital’s long-term perspective, willingness to invest in innovation, and deep industry expertise have underpinned Sunrise Medical’s innovation leadership in its key categories. The company’s user-centric R&D has resulted in successful product launches such the recent launch of the lightweight, foldable Q50-R-Carbon Powerchair, intended for travelling. Under Nordic Capital’s ownership, Sunrise Medical transformed from a specialised wheelchair manufacturer into a global frontrunner in complex, life-changing mobility solutions, which continue to redefine industry standards and add value for assistive mobility solutions users around the globe.

Sunrise Medical driving the industry’s sustainable transformation

Sunrise Medical's commitment to sustainability is deeply integrated into its organisational framework, business strategy, and M&A agenda. The company has specifically focused on enhancing its social contribution, bolstering environmental commitments, and strengthening quality management. Sunrise Medical is also committed to the growth and development of parasports and it supported several athletes in the Paris Paralympics in 2024, with Team Sunrise ambassadors winning a remarkable 21 medals.

"Nordic Capital's focus on long-term value creation has resonated deeply with our mission and the well-being of the end users of our products”

Thomas Babacan, joined as CEO of Sunrise Medical in 2018.

Could you elaborate on Sunrise Medical’s growth and expansion during Nordic Capital’s ownership?

“During Nordic Capital's ownership, Sunrise Medical achieved several important milestones. Since the acquisition in 2015, our revenue has nearly doubled, growing from c.EUR 360 million to c.EUR 695 million in FY 2023/24. The financial growth reflects our continued expansion across products and geographies. Today, Sunrise Medical has a direct presence in 23 countries, with our products sold in over 130 countries through an extensive network of healthcare dealers, government agencies, and public institutions. Our workforce has grown from less than 2,000 to over 2,800 worldwide, highlighting our commitment to scaling operations and investing in talent. Several strategic acquisitions have expanded our product portfolio and capabilities, reinforcing our status as a global leader in premium mobility products”.

What do you attribute this success to?

“Sunrise Medical's growth can be attributed to a combination of several factors. First and foremost, our commitment to innovation and quality in providing assistive mobility solutions has always been at the core of our success. Nordic Capital's long-term perspective, willingness to invest in innovation, and deep industry expertise have guided us in strategic direction and provided resources, paving the way for our future growth. This support allowed us to expand our product portfolio, enter new markets, and enhance our global footprint. Furthermore, it allowed us to invest in research and development, and thereby ensure we remain at the forefront of technology in our field, particularly in the complex rehab solutions”.

How has Sunrise Medical's approach to innovation developed over the last years?

“Together, we have fostered a culture of innovation, which has been the key in Sunrise Medical’s success. It has inspired us to think beyond the immediate needs of the market and focus on the long-term impact of our products on the lives of the end users. This has led to significant advancements in our product offering, such as the introduction of increasingly customisable and technologically advanced mobility solutions. The partnership with Nordic Capital allowed us to push the boundaries of what's possible in assistive technology, ensuring that our products not only meet but exceed the expectations of the users”.

How does Sunrise Medical's mission align with Nordic Capital's values?

“Sunrise Medical's mission to improve the lives of people with mobility challenges aligns perfectly with Nordic Capital's responsible ownership and sustainable growth values. Both organisations are committed to positively impacting society, and this shared vision has been a cornerstone of our partnership. Nordic Capital's focus on long-term value creation has resonated deeply with our mission, allowing us to pursue growth opportunities that also contribute to the well-being of the broader community”.

What does the future hold for Sunrise Medical?

“As Sunrise Medical transitions to its next phase of growth, we are excited about the opportunities ahead. The strong foundation we have created has positioned us well for continued growth and innovation. We remain dedicated to enhancing the quality of life for individuals with mobility needs and will continue to invest in new technologies and expand to new markets. While Nordic Capital's exit marks the end of an important chapter, the values and strategic direction instilled during their ownership will continue to guide us as we move forward”.

ESG highlights:

With a mission to improve people’s lives, social responsibility is at the heart of Sunrise Medical’s operations. The company is deeply committed to advancing its efforts in environmental, social, and governance (ESG) areas:

• Target Net Zero: Aiming for net zero greenhouse gas emissions (scope 1 and 2) by 2050, in alignment with the Paris Agreement on climate change.
• Quality management: 91% of major facilities are ISO 13485 or ISO 9001 Quality Management certified.
• Workforce diversity: 36% of the workforce are women.
• Environmental management: 63% of manufacturing and assembly sites are ISO 14001 Environmental Management certified.
  
  

Additional corporate information: 

• 18 premium brands
• 19 manufacturing & assembly sites
• Global distribution in over 130 countries
• 11 R&D centers
• 24 distribution & sales offices