FORT LAUDERDALE, Fla. — A new brand is set to debut in the home health care category from Atico International USA Inc.

The Fort Lauderdale-based company, a full-service sourcing and product development specialist, is introducing its LIFElabs brand, which has been under development for the past 12 months, according to Lou Machin, vice president of home health care for the LIFElabs division of Atico.

Machin says the LIFElabs line will span several categories, ranging from thermometers to blood pressure monitors and other diagnostic devices. The line will be supported by advertising and marketing programs.

“Atico is committed to fully developing this category, and we’re investing resources in home health care and wellness,” says Machin. “The LIFElabs line is the best example. Our plan is to bring added value to our retail partners with advanced, state-of-the art products that exceed the technology and value of our competitors’ items.”

Atico is well established as a developer of store-brand home health care products.
Machin notes that the days when retailers relied exclusively on branded manufacturers to provide innovation in a category are over, and Atico has achieved success by bringing retailers innovative, superior products that help build retail brand equity.

Demographic and health care trends in this country, including the aging of the baby boomers, spiraling obesity rates and the epidemic spread of diabetes all combine to create huge potential growth for home health care, Machin says.

“Because we’re a design and development firm, we can enable retailers to be first to market with private label products that have more features and greater efficiency at a great value,” he adds. “That’s the value that we add for our retail partners.”