As it looks to drive further into the Asian market, Orthocell Ltd (ASX:OCC, OTC:ORHHF) has appointed MontsMed as the exclusive in-country distributor for its nerve repair device Remplir™ in Hong Kong. The company expects first surgical cases and initial sales in the near term. Asia remains a key pillar of its commercial strategy, targeting a total addressable market valued at more than US$3.5 billion across selected jurisdictions.
Regulatory approval in Hong Kong positions the company to broaden its footprint via MontsMed into the Guangdong–Hong Kong–Macao Greater Bay Area, offering potential reach into a further nine cities and a combined population of about 100 million.
Momentum in Southeast Asia continues alongside the Hong Kong rollout. Orthocell reported ongoing sales and surgical case growth in Singapore through exclusive distributor Device Technologies Asia. In Thailand, distributor selection is underway, with sales anticipated to commence in 2026.
The company’s recently appointed Australia-based commercial director will oversee Remplir™ commercialisation and distributor management across Australia and Asia.
The Hong Kong agreement follows Orthocell’s first distributor appointment in Canada, a market the company estimates at roughly US$75 million, with first sales expected by the end of calendar 2025.
Orthocell added that execution of its global commercialisation plan is continuing as existing markets grow and new markets are added, supported by a balance sheet with more than $50 million in cash.
Orthocell CEO and MD Paul Anderson said: “We are approaching the commercialisation of Remplir in Asia on a country-by-country basis in a very deliberate and considered manner. The appointment of MontsMed as our exclusive distributor in Hong Kong is a key step in our Asian commercialisation strategy.
“We initially identified Singapore, Hong Kong and Thailand as our primary targets in Asia. With regulatory approvals achieved and distributors now in place in two of three markets, we are focused on strategies to achieve market penetration in those countries. It makes sense for us to continue to appoint in-country distributors in each of these Asian markets as they hold direct relationships with surgeons and hospitals. We have made the decision to appoint a commercial director to drive this program. Hamish Thrum brings strong Asian medical sales experience to focus on driving this process and we welcome him to the Orthocell senior executive team.”
Strategic pillar
Hong Kong, a recognised hub for medical services in Asia, is a strategic pillar of Orthocell’s Remplir expansion. Securing approval there underpins the company’s broader Asian growth plans and opens a route into the Guangdong–Hong Kong–Macao Greater Bay Area (GBA) via the region’s Regulatory Innovation and Development of Pharmaceutical and Medical Device work plan.
Under this framework, designated GBA hospitals can import Hong Kong-registered devices to meet urgent clinical needs. Spanning nine cities and roughly 100 million people, the GBA offers a significant opportunity for Orthocell to extend Remplir’s reach through its existing Hong Kong distribution partner. Use within the GBA will depend on individual healthcare institutions applying to, and receiving approval from, Guangdong’s Medical Products Administration.
Initial Hong Kong sales will complement growing procedure volumes in Singapore. Orthocell has appointed Device Technologies Asia as exclusive in-country distributor in Singapore, with all cases to date sourced through its specialist sales team’s relationships with leading plastic reconstructive and orthopaedic surgeons.
Beyond Hong Kong and Singapore, Remplir holds regulatory approval in Thailand, where Orthocell is assessing specialist local distributors to drive market entry. The company has extensive experience working with distributors for both Remplir and Striate+ across multiple jurisdictions and is well positioned to appoint suitable partners in additional Asian markets.
Distributor appointments will continue on a country-by-country basis, prioritising partners with strong on-the-ground expertise and surgeon networks. The Asian distributor network will be overseen by the newly appointed commercial director, an Australia-based role focused on commercialising Remplir across Asia, Australia and New Zealand.
Hamish Thrum has taken on this position following 13 years in Singapore in senior commercial roles at Johnson & Johnson, Smith & Nephew and orthopaedic start-up Zeda. His ANZ and APAC market knowledge and relationships with key surgeons and distributors will support the Hong Kong launch and the ongoing expansion of Remplir’s Asian footprint.