Yesterday, Wright Medical Group Inc. (WMGI) announced the launch of its direct Australian subsidiary subsidiary, Wright Medical Australia Pty, Ltd. The Australian Branch will manage the company’s extremity and biologics distribution for customers in Australia and New Zealand .

The company also entered into an agreement with Australian company LSS Pty Ltd. LSS will distribute Wright’s reconstruction joint devices in the two countries from the fourth quarter of this year.

The launch of a new subsidiary will not only enlarge Wright’s customer base but will also enable it to satisfy the needs of specific customer segments in that region by developing a wider range of products. Furthermore, the expansion will provide the global orthopaedic medical device company with enhanced control over distribution activities.

The launch of the subsidiary comes close on the heels of the new product launched by Wright for surgical treatment of foot and ankle fractures, the Ortholoc Polyaxial Locked Plating System. The new product will be marketed in the U.S. by the company’s specialized foot and ankle sales force, with the full rollout expected in the first quarter of 2010. The product will be marketed in international markets by the company’s direct and distributor-based sales representatives.

Last month, Wright launched Coretrak Articulating External Fixator, designed to meet the challenging fixation cases of the foot, particularly for diabetic patients. External fixation is useful for diabetic patients as it stabilizes bones while avoiding infected areas. The new product has a patient-friendly design that can adapt to multiple conditions in the foot. This simplifies the procedure for the surgeon, patient and hospital staff.

The new products further expand the company’s product range for foot and ankle surgeries. We expect them to boost the company’s top-line.

The orthopedic industry is highly competitive, and Wright Medical faces challenges from large players, such as, Zimmer Holdings Inc. (ZMH), Stryker Corporation (SYK), Johnson & Johnson/De Puy (JNJ), Smith & Nephew plc.(SNN) and Biomet.

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