From ‘start-up to scale-up’: Practitioner-only brand Designs for Health Australia targets Asia expansion

By Gary Scattergood

- Last updated on GMT

Designs For Health Australia and New Zealand MD Peter Barraket
Designs For Health Australia and New Zealand MD Peter Barraket

Related tags Asia Australia Nutrition

Practitioner-only brand Designs for Health is seeking to expand its reach into South East Asia after cementing its position in Australia over the past two years.

The firm has just recorded its best ever month for sales in Australia, with MD Peter Barraket telling us it is now shifting from “start-up to scale-up”.

The former Blackmores, Vitaco and Mr Vitamins exec said: “We have spent two years cementing our position in Australia and now it is time to look at expanding offshore.

“We are now exploring opportunities in South East Asia, especially in the more regulated markets, where we think there will be a demand for high-quality products, backed by science.”

While the South East Asia region lacks the developed naturopathic sector of Australia, Barraket believes that there is scope to partner with a range of practitioners, clinics and even medical outlets, especially in Singapore, Malaysia and Indonesia.

“We do have the option of mixing-up the channels if we want to, but our priority will be to focus on advice-based practitioner and medical opportunities.

“We believe these channels will most appreciate our portfolio of products that is premium, high-quality and scientifically validated.

“These might be multi-modality clinics, chiropractors, TCM centres or other allied health centres. We are open to exploring all of these opportunities and would welcome prospective partners to get in contact.”

He added that there was also the potential to establish satellite offices in the region as the business developed.

Digestion and ageing

Reflecting on the past two years in the Australian market, Barraket added that digestion and healthy ageing products had proved to be the most popular – and he expects to see a similar pattern emerge in South East Asia.

Interest in digestive health solutions have been aided by the company’s GI-MAP® test, which analyses stool samples to better understand the microbiome.

Meanwhile in the healthy ageing realm it has seen high demand of its liposomal vitamin C, glutathione and collagen products.

“Our focus has very much been on quality over quantity when it comes to our product range, almost all of which are manufactured here in Australia.

“This commitment to quality, advice and customer service won’t change as we expand into Asia. In fact, its why eight of our team of 12 in Australia are qualified naturopaths.

“Now we are sustainable in Australia, it feels like the right time to broaden our reach and find the right partners in Asia.”

Designs for Health in headquartered in the US and was recently named as the fastest-growing practitioner-only brand in the country.

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