About Norton Hurley
The founders of gener8tor, Troy Vosseller and Joe Kirgues, came up with the idea to develop a subscription box of adult incontinence products. This idea came from Troy's father in-law who suffered from incontinence and wished there was a way to discreetly have these products delivered to him rather than placing a large bag of Depend adult diapers in his grocery cart at Walmart while checking out next to his neighbor. Given their experience with startup investing, Troy and Joe had a pretty good idea that there was strong demand for a discreet delivery service of incontinence products and an exploding market of potential customers as the Baby Boomer generation matures. Wanting to find a strong partner with a team of experts to bring the concept to life, gener8tor chose the digital marketing agency, REV7 to provide some seed capital and develop an e-commerce startup.
Norton Hurley was officially born.
The REV7 team dove into their intellectual patents and discovered there was one individual who had many of these patents. Through the advice of this industry expert, the REV7 team identified that pelzGROUP was a leading manufacturer of incontinence products in the European market and was interested in investing in the U.S. market. In fact, pelzGROUP had bid to acquire the leading manufacturing facility in the U.S. but had pulled out when the transaction reached a level they felt would be difficult for them to attain profitability. With a war chest of funding secured to make a major manufacturing purchase, pelzGROUP turned their focus towards identifying potential distribution relationships.
In May 2019, REV7 hosted a meeting at it's offices in Spearfish, South Dakota with the pelzGROUP leadership team and two industry experts who hold a combined 80+ patents on incontinence products. The team was officially formed and an agreement was reached to develop the best incontinence products available with a direct-to-consumer e-commerce distribution company for both the U.S. and European markets. By late fall 2019, pelzGROUP and REV7 reached equity partnership agreements for both markets and provided a significant cash injection into Norton Hurley.
Norton Hurley will officially launch in early 2020 with a focus on providing comfort, reliability, discretion and affordability to the millions of people who suffer from incontinence issues in the United States and Europe.