Reinventing Accessible Bathroom Design | DÉDÉ Presentation

DÉDÉ: Reinventing Accessible Bathroom Design

Safety that feels like furniture. Dignity by design.

Context & Problem: The Risk at Home

21.3% of the population is over 65.

9 out of 10 seniors want to age at home.

80% of housing is NOT adapted for loss of autonomy.

Bathrooms account for 80% of domestic falls.

Bathrooms: High Intent, Low Action

While 67% of seniors intend to modify their bathroom, only 30% have taken action. This gap represents the market opportunity.

The Pain Point: Dignity vs. Safety

"Seniors don't reject safety. They reject the look of dependence."

Current solutions (suction bars, hospital rails) are designed for clinics, not homes.

64% delay adaptation due to design stigma.

Market Insight: The Silver Economy Gap

Growth Drivers: Aging at home trends & Public Incentives (CAGR +6.5%)

Our Vision: 4 Strategic Pillars

Design Integration: Safety that feels like furniture, not equipment.

Modular Engineering: A scalable ecosystem, not one-off products.

Inclusive Innovation: Designed for seniors, desirable for everyone.

Brand Architecture: Aesthetic credibility comparable to lifestyle brands.

Field Insights & Expert Validation

Source: Norbert - 25 Years Expertise

Psychological Dimension: Medical-looking equipment constantly reminds users of their dependency.

The Compliance Gap: Online purchases often fail safety standards or are installed incorrectly.

The Need: Adaptive, removable solutions that allow testing and repositioning as needs evolve.

The DÉDÉ Smart Bar

Modular. Magnetic. Beautiful.

Product Validation & Features

Magnetic Docking: Pre-installed sockets allow the bar to be moved or removed.

Ergonomics: Anti-slip soft-touch grip with LED-assisted visibility.

Target Price: €129 retail (Market average: €89 - €250+).

92% User Satisfaction

Among 30 testers aged 60-78. 80% more likely to install than classic rails.

Strategic Roadmap: Systemic Solution

Q2 2026: Smart Support Bar (Validation)

Q4 2026: DEDE RailWay (Full-room mobility)

Q4 2027: Comfort Ecosystem (Seat & Mirror)

Q4 2028: DEDE+ Sensors (Predictive safety)

Positioning: Beyond Medical Equipment

"Safety should never look like a hospital."

Primary: Individuals 60+ at home, Families, Caregivers.

Secondary: Occupational Therapists, Retirement Homes.

Competitive Landscape

Medical-Grade (Etac, Drive): Strong standards but clinical design & high price.

Mobility Specialists (Handicare): Premium pricing, aesthetics often secondary.

DéDé (Us): Safe, Ergonomic, Modern Aesthetics, Affordable (€129).

Market Strategy

Pricing: Higher quality than DIY, lower than medical brands.

Collaborations: Partnering with artists and healthcare professionals.

Total Addressable Market

SOM: €7-8M (approx 0.5% market share target)

Thank You

DÉDÉ - Dignity & Design