Three Women Create Stylish Products for the Aged

Many people experiment with fashion during their prime years. As they age, their sense of fashion also evolves – from experimental to conservative, flashy to conventional. Consequently, there are less wardrobe options for older people than younger generations.

Entrepreneurs Rie Nørregaard, Susy Korb and Susan Towers believe that the golden years don’t have to be so boring. They therefore decided to create a company that sells fashionable canes, walkers and other living aids to senior citizens. Ohmu seeks to reinvent aging and change the way people think about it with colorful and whimsical living aids.

The three women behind Ohmu began their business in 2008. Korb and Towers set up a business partnership that year, and later on became friends with Nørregaard, who was pregnant at the time. As Nørregaard shopped for items for her newborn baby she realized that there was nothing good to buy for an elderly parent.

Nørregaard pitched this gem of an idea to Korb and Towers, and it was well received. It just so happened that all three have seen how their parents’ health deteriorated throughout the years, with an increasing dependency on these living aids. They decided to reinvent the old, stale industry of these aids and created Ohmu.

The trio did an enormous amount of research into the market, originally targeting older women.   But with the company’s assorted and appealing product designs, their initial plan of bringing style to senior citizens expanded to include a diverse audience. The company now has a customer base from ages 15-92, proving that canes aren’t just for old people.

Nørregaard, Korb and Towers share the same sentiment about their business. The trio strongly believes in the idea of creating a product to make people happy, and seeing seniors get back on their feet again – with flair – has given them a feeling of satisfaction and sense of purpose.