“We want people to feel proud of their mobility aids”
We met with Adam Thunberg, Sales Manager at Trust Care, to talk about how design can change everyday life, why rollators should no longer be seen as a necessary evil, and how the company’s new shop-in-shop concept aims to elevate the customer experience to new levels.
Trust Care has become known for redefining the form and expression of the rollator. Why has that been so important?
“If you look back a few years, rollators were something many associated with a loss of independence. It was often a dull product – something you were forced to use when your body no longer kept up. We saw a big need not only for function and safety but also for users to feel proud. A mobility aid shouldn’t just work; it should feel like a natural and stylish part of your life. Design can make an enormous difference to a person’s confidence.”
How does that affect the customer experience?
“When our customers receive a rollator that is actually beautiful – modern and thoughtfully designed – their attitude shifts immediately. It’s no longer, ‘now I have to use a rollator,’ but rather, ‘now I have a mobility aid that fits me and my personal style.’ It makes a huge difference in how people feel.”
Trust Care often highlights the combination of innovation, quality, and design. How do you work with that in practice?
“We build every product around four key pillars: innovation, safety, quality, and design. That can mean smart features that simplify everyday life, carefully chosen materials, or ergonomic solutions that make a real difference. We always aim to provide a premium experience – the product should feel safe, stylish, and well-considered in every detail.”
Tell us about your new shop-in-shop concept. What’s the idea behind it?
“We want products in the premium segment to be presented in a way that lets consumers experience their added value. Traditionally, rollators have been placed quite anonymously in stores, maybe among other medical aids without any real context. We want to change that. With shop-in-shop, we create an entirely dedicated environment that gives customers a clearer sense of the materials, design, and functionality across our whole range.”
What does that mean practically in the store?
“It’s partly about a visually attractive space that reflects the design language of our products, but also about clear and inspiring product information, better price visibility, and giving customers the opportunity to try things out with the support of trained store staff. We want customers to immediately understand the functions, materials, and design choices when they interact with the products. It should be easier to make a well-informed decision.”
What’s the next step?
“Four stores have already implemented the shop-in-shop concept and received very positive feedback from customers. They understand the products better and spend more time engaging with them. Now we’re taking the concept internationally. Germany is next, and we see great potential in several markets where designed mobility aids are in demand. This is a long-term initiative that will set a new standard for how premium mobility aids can be positioned to give consumers the right foundation for their purchase decisions.”
What do you hope Trust Care will contribute to people’s lives?
“We want people to feel safe, mobile, and proud. Our products shouldn’t limit the user – they should enable an active everyday life. If we can help more people take the step to use mobility aids earlier, before the fear of losing balance becomes a barrier, then we’ve accomplished something important.”
We met with Adam Thunberg, Sales Manager at Trust Care, to talk about how design can change everyday life, why rollators should no longer be seen as a necessary evil, and how the company’s new shop-in-shop concept aims to elevate the customer experience to new levels.
Trust Care has become known for redefining the form and expression of the rollator. Why has that been so important?
“If you look back a few years, rollators were something many associated with a loss of independence. It was often a dull product – something you were forced to use when your body no longer kept up. We saw a big need not only for function and safety but also for users to feel proud. A mobility aid shouldn’t just work; it should feel like a natural and stylish part of your life. Design can make an enormous difference to a person’s confidence.”
How does that affect the customer experience?
“When our customers receive a rollator that is actually beautiful – modern and thoughtfully designed – their attitude shifts immediately. It’s no longer, ‘now I have to use a rollator,’ but rather, ‘now I have a mobility aid that fits me and my personal style.’ It makes a huge difference in how people feel.”
Trust Care often highlights the combination of innovation, quality, and design. How do you work with that in practice?
“We build every product around four key pillars: innovation, safety, quality, and design. That can mean smart features that simplify everyday life, carefully chosen materials, or ergonomic solutions that make a real difference. We always aim to provide a premium experience – the product should feel safe, stylish, and well-considered in every detail.”
Tell us about your new shop-in-shop concept. What’s the idea behind it?
“We want products in the premium segment to be presented in a way that lets consumers experience their added value. Traditionally, rollators have been placed quite anonymously in stores, maybe among other medical aids without any real context. We want to change that. With shop-in-shop, we create an entirely dedicated environment that gives customers a clearer sense of the materials, design, and functionality across our whole range.”
What does that mean practically in the store?
“It’s partly about a visually attractive space that reflects the design language of our products, but also about clear and inspiring product information, better price visibility, and giving customers the opportunity to try things out with the support of trained store staff. We want customers to immediately understand the functions, materials, and design choices when they interact with the products. It should be easier to make a well-informed decision.”
What’s the next step?
“Four stores have already implemented the shop-in-shop concept and received very positive feedback from customers. They understand the products better and spend more time engaging with them. Now we’re taking the concept internationally. Germany is next, and we see great potential in several markets where designed mobility aids are in demand. This is a long-term initiative that will set a new standard for how premium mobility aids can be positioned to give consumers the right foundation for their purchase decisions.”
What do you hope Trust Care will contribute to people’s lives?
“We want people to feel safe, mobile, and proud. Our products shouldn’t limit the user – they should enable an active everyday life. If we can help more people take the step to use mobility aids earlier, before the fear of losing balance becomes a barrier, then we’ve accomplished something important.”
