Section: Calgary Business

Source: Calgary Herald

"I want them to understand that you can walk into a room with your disability with confidence"

Llano Gorman, co-owner of CanesCanada.com, on his desire to sell products that inspire a sense of pride among the disabled

CanesCanada.com mixes fashion with function: Products help disabled maintain sense of confidence

Byline: Michael Lau

Llano Gorman was installing ceiling speakers late one night when the ladder collapsed beneath him and he took a bad fall.

The accident smashed his tibia, fibula, blew out his ankle and caused a spiral leg fracture that's required more than a dozen corrective surgeries.

Eleven years later, the injury has reduced his mobility, but Gorman's self-confidence and sense of style are intact -- thanks in part to his walking cane.

"As soon as you're dressed up and you have this in your hand, people all of a sudden notice you," said Gorman, proudly brandishing his Italian-made cane with a silver elephant head handle.

"Most people with a disability don't have confidence. I want them to understand that you can walk into a room with your disability with confidence."

Gorman's love of style and the poor selection of canes in Calgary convinced him to launch an import business four years ago, now called CanesCanada.com.

The Calgary-based company, which markets mainly on the Internet, sells more than 1,800 different styles of daily use and collectors canes and walking sticks.

Its products are manufactured in Canada, the United States, Italy, France, Germany, Spain, Taiwan and Vietnam.

After his accident, Gorman was advised by a doctor to start using a cane, but the only ones he found were plain aluminum models.

Wood canes are rarely sold in pharmacies and other stores because they have to be measured.

"I was 30 years old and there was just nothing out there that was masculine or had my personality to it," said Gorman.

"I've always worked in fashion. When I have on a suit, and I've got an ugly looking cane, it just looks terrible. It doesn't give you any sense of pride or confidence within yourself."

Gorman started Classic Canes in October 2001, selling canes in men's wear stores and seniors lodges. Early on, Robert Hayward became his business partner.

The name was changed to CanesCanada.com in 2002 when the company began marketing on the Internet.

"You can reach more people at the same time on the Internet, plus I can put a 1-800 number in there. If anybody has a question, they can phone me directly," Gorman said.

"Because I have a disability, I can usually answer their questions. A big advantage we have over our competitors is first-hand knowledge."

Many customers are reluctant to leave the house.

"They do most of their shopping online, and that's why right now you're seeing a surge of people shopping online."

Hayward left the business in 2004 and was replaced as co-owner by Gorman's wife Sheila.

About 90 per cent of CanesCanada.com customers live in the U.S.

Orders have also come from Canada, France, Norway, Germany, Australia, England, Taiwan and Mexico.

Buyers include the elderly, stroke victims and people with multiple sclerosis, arthritis, nerve damage and poor balance.

Prices range from $22 for a basic crook cane to $700 for a cane featuring a horn tip, ebony shaft and gold-plated horse-and-rider handle.

Orders are cut to the requested length. The canes are up to 1.1 metres tall and one style can support 225 kilograms.

Llano, who also works as a contracted sales associate for a flag manufacturer, and Sheila have three children.

The Gormans are constantly searching for new product.

"We would like to continue expanding because most people will go to the drug stores, or wherever, and see the minor selection," said Sheila.

"When they see our selection, they're always excited. We're trying very hard to bring the styles so people can feel they're human.

"It's great to hear them say 'Oh wonderful.

"That's exactly what I was thinking of. That's exactly how I feel.' "

mlau@theherald.canwest.com