Healthcare Equipment Retailer Celebrates 20 Years with Company Rebrand

Canadian Franchise SILVER CROSS® Redesigns Website and Showrooms; Adds Two Long-Time Franchisees to Corporate Team
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May 15, 2013 - PRLog -- BURLINGTON, ONTARIO – After two decades devoted to helping consumers find lower-cost alternatives for in-home medical equipment, SILVER CROSS (® is rolling out a series of company initiatives designed to support the long-term growth of the franchise by increasing franchisee support and making all consumer-facing aspects of the business more appealing to both healthcare professionals and everyday consumers.

Among these changes, the leading North American healthcare retail franchise ( that buys, sells and trades accessibility and mobility equipment has redesigned its consumer website, implemented new showroom signage and design standards and expanded its management team with two new positions.

“In-home medical equipment is a necessity, not a luxury, but it’s often priced that way,” said Bob Harvey, CEO and founder of SILVER CROSS. “This, paired with the growing trend of seniors staying in their own homes as they age, is causing a great demand for the products and services SILVER CROSS (® provides. Our new initiatives will help us better serve our growing client base by appealing to a wider demographic and attracting more consumer foot traffic.”

The rebranding is designed to make every aspect of the brand more consumer-friendly and welcoming. The SILVER CROSS consumer website (, along with its social media pages, will feature a new grey and orange color scheme that will be reflected in its showrooms as well. The company also plans to move several of its locations over the next few years from industrial areas to higher-profile retail centers. All franchise locations will also be updated with new exterior signage and high-definition window graphics, consumer-friendly interior signage, and flooring and walls consistent with the new color scheme.

In addition to the physical changes, SILVER CROSS has added two, long-time franchise owners to the corporate team who will provide ongoing support to new and existing franchisees. Previously owners of the Simcoe, Ontario location, Joannie and Mark Rell will aid in all aspects of franchisee support, including assistance in launching the business and guidance in updating existing showrooms to the new design and location standards. The husband-wife team recently sold their SILVER CROSS business and has played an instrumental role in developing the new company initiatives.

As the Director of Franchise Operations, Joannie will assist in the development and implementation of programs that will increase sales and profitability. Her additional duties include training new franchisees, assisting in the recruitment process, and improving franchise owners’ compliance with company policies and procedures. Assuming the new position of Franchise Coordinator, Mark will provide hands-on assistance to new franchisees. His other tasks include establishing and communicating with suppliers, organizing and running in-person meetings with prospective franchise owners and crisis management.

“In order for the rebrand to be implemented successfully, it was obvious that the program would need to be spearheaded by a team that truly understood the business,” explained Harvey. “Joannie and Mark have always been leaders to both new and existing franchisees and top-performers in our franchise system year after year. We are confident that their 16 years of experience as former owners will greatly benefit the SILVER CROSS brand.”

SILVER CROSS ( focuses on providing superior, long-term customer service by helping families through the process, educating them on the variety of solutions available that best fit their needs and making sure their loved one understands how to use the equipment purchased. As a customer’s condition evolves and changes, SILVER CROSS will buy back or trade equipment, as long as the product is in good working condition and a current model.

For more information about SILVER CROSS or its franchise opportunity, call (800) 572-9310 or visit


Headquartered in Burlington, Ontario, SILVER CROSS® is the leading healthcare accessibility and mobility equipment franchise. The company helps consumers find lower-cost alternatives for in-home medical equipment by buying, selling and trading the right products that will allow people with disabilities and other physical limitation challenges to remain in their homes, living independently. Founded in 1993 by Bob Harvey, the company began franchising in 1995 and has served more than 200,000 clients with its 19 locations throughout Canada and the United States. For more information about SILVER CROSS or its franchise opportunity, call (800) 572-9310 or visit

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Tags:Stairlifts, Stair Lifts, Franchise, Franchises
Industry:Mobility Equipment
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