• E-commerce enabler Opontia has acquired UAE-based direct-to-consumer (D2C) medical equipment and therapeutic products, Novimed.
• Co-founded by Ahmed Sami and Rana Hassan, Novimed offers different kinds of medical products to support patients and physicians during treatment plans.
• Novimed's products are currently sold on multiple e-commerce platforms, including Mumzworld, Noon and Amazon.
• According to the founders, Opontia will invest in Novimed with the aim to improve its inventory operations and increase its marketing spend.

E-commerce enabler Opontia has acquired UAE-based direct-to-consumer (D2C) medical equipment and therapeutic products, Novimed.

Novimed launched in 2017 with its first core product: medical pillows and cushions for patients suffering from acid reflux. The company now offers different kinds of medical products to support patients and physicians during treatment plans, including medical braces, foot care products with plans to launch physiotherapy tools and equipment soon.  

The company’s co-founder Ahmed Sami previously worked at Takeda pharmaceutical company, where he identified a gap in the medical tool equipment market.

“The idea was built around the fact that some patients need positioning or lifestyle modification to support their treatment plan. We have heard that from physicians and saw the market need for that,” said Sami.

Novimed's products are currently sold on multiple e-commerce platforms, including Mumzworld, Noon and Amazon. In 2020, Novimed sold 4,000 items at a value of AED600,000. 

For its part, Opontia will enable Novimed to expand regionally as well as beyond the Middle East and North Africa (Mena) region, enhance its visibility, and expand its product suite.

Launched in May 2021 by Manfred Meyer and Phillip Johnston after raising a $20 million Seed round, Opontia supports the growth of e-commerce brands and helps them scale and expand geographically.

According to the founders, Opontia will invest in Novimed with the aim to improve its inventory operations and increase its marketing spend.

"Novimed has a very solid and very strong brand identity of its own and is created as a homegrown, local brand that has very strong reviews and customer base. People love the product. It has some defensibility and the potential to grow that we look for, " said Johnston.