OPERATING THEATRE TECHNOLOGY
An 18-month process Consequently, the company spent about 18 months developing the rebrand. Adrian Hall said: “It’s not just about changing the logo, but also about understanding the values behind that brand, and what the visuals represent. Brandon Medical considers itself an ethical business, with values, and we were keen to develop a way to communicate that. ‘SMART’ is not just about the technology. That acronym represents considerable work that sits behind that in our values around innovation, doing the right thing, and delivering value into the healthcare space, and doing all this while working in a considerate, kind, and good-humoured way with each other.” I next asked about the Reinsberg acquisition. Dr Markus
Keussen explained: “Reinsberg is the medtech holding company of the BHM Group, a family business based in the Czech Republic that invests in four main areas – retail, venture capital, renewable energy, and private equity. The Group is positioned within the private equity part within the medtech business. In the last 11 years, BHM has invested over €1 bn into these key areas. We’re independent from banks, and have a long-term perspective, differentiating us from other investors with a specific exit strategy. BHM and Reinsberg are thus looking for long-term investments.” Dr Keussen explained that the medtech business had started some three years ago when he joined BHM, and was named the Reinsberg Group in 2023. He explained: “Our goal is to become a major European player in hospital solutions, so we’re investing in companies headquartered in Europe, but that act globally. We are also looking for medium-sized companies that complement each other.”
Recent acquisitions He went on discuss the successive acquisitions of ALVO Medical, Famed Żywiec, medifa and – last October – Brandon Medical, touching on some of each’s key products. Famed Żywiec, a producer of operating tables, hospital beds, examination and treatment chairs, and other medical equipment, for over 75 years, has an advanced factory near Żywiec in south central Poland, which is the main manufacturing hub for parts for other Reinsberg companies. Dr Keussen explained that Brandon Medical had been an attractive proposition for Reinsberg for three main reasons. He said: “The company is one of the UK market-leaders, and Reinsberg Group has not been very active here to date, so that is very complementary to us. Secondly, Brandon has a full-blown portfolio of medical, operating, and examination lights, that Reinsberg hasn’t previously had – apart from one range from medifa.
March 2025 Health Estate Journal 45
Thirdly, Brandon has invested in, and possesses the know- how in, integration and smart technologies.” Dr Keussen said the acquisition would give both the
Reinsberg Group and Brandon clear future growth opportunities. He said: “In the UK, Brandon’s existing range will be complemented by Reinsberg Group products now sold via Brandon – a good example being operating tables. The acquisition will also enable Brandon to sell its products via Reinsberg’s sales channels globally.” Reinsberg currently sells – both directly and indirectly – into about 130 countries. Dr Keussen added: “There is thus a huge sales footprint for selling Brandon products worldwide, and Reinsberg will also integrate Brandon Medical’s smart technologies into our projects – such as the modular solutions from ALVO Medical.”
A well-managed business Dr Keussen added that Reinsberg also knew Brandon Medical was a well-managed business. He said: “We have similar philosophies, and will be retaining the existing management so we can grow together.” I asked about any plans to invest in more staff or equipment, or – for example – to increase Brandon Medical’s R&D spend. He replied: “Yes, we certainly do plan to. Historically, the three medtech companies within the group have grown consistently every year – sales, profit, and investment- wise. We’re investing heavily in three areas – increasing productivity and production via machinery and recruitment,
Above left: Brandon’s Symposia 4K is a high- resolution digital media package designed specifically for healthcare that connects medical professionals to a range of AV resources, ‘accessible immediately from any location’. The Entoli Medical Controller, developed to cater to clinical needs, is ‘a stable and easy-to-use audio- video solution’.
Above: Entoli Medical is available both for new operating theatres and – in some cases – for retrofitting.
Below: Symposia PACS picture archiving technology in use.
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