Asda customers will be able to pick up foldable walking sticks and collapsible wheelchairs as part of their weekly grocery shop from next month.
The supermarket is becoming the first national mainstream retailer to sell urine bottles and raised toilet seats after it signed an exclusive stockist deal with pensioner living aids specialist Mobilease.
Asda has just recorded its second consecutive record market share of 17.5% in the latest TNS rankings
Fifteen of the Mobilease product lines will be stocked in 75 of Asda’s 350 stores from April 18 in a move the retailer claims will “massively shake up this multimillion pound a year industry” and “finally break down the negative stigma and taboos that have traditionally hampered the selling of these items in mainstream outlets”.
So-called living aids are mainly used by older people but have traditionally only been available on prescription via the NHS or Social Services, or from specialist independent stores or websites.
The deal has been sparked by an increase in demand due to an ageing population, according to Mobilease, which adds that such products are increasingly in demand by younger people as well.
The range of products stocked will be expanded and the number of stores carrying the range will be increased if actual demand reflects market research.
Mobilease founder and managing director Dermot McLaughlin says the deal brings the mobility and living aids sector “out of the dark ages”.
Pamela Martin, senior buyer for Asda, adds: “Mobil-ease products are incredibly important for a large number of our customers.”