Rhinomed. Away with the Divorce Lawyers

It's official.  Snoring has subsided significantly in New York City.  Sales of The Mute nasal device, which went US-wide through the Walgreens/Duane Reade chain at the beginning of the month has quickly jumped out of the gates (a feeble reference to the upcoming Preakness Stakes on Saturday) in Manhattan.


Columbus Circle Corporate can confidently state that the Mute is flying out of the elegantly configured display packages put together so adeptly by the product's owner, the Australian-based ASX listed company, Rhinomed (RNO)*.

Interestingly, a straw poll taken at our local Duane Reade outlet at 57th Street and Broadway shows that Upper West Siders appear to have smaller nostrils than most.  This was the size of the Mutes that appeared to go most quickly, although the product sizing guide that is available on the displays appear to have been successful in allowing those with noses more appropriate to the medium or large versions to be neck-and neck closely behind.  (We would advise going with the starter kit which allows you to experiment with all three versions. We are a medium).

Self proclaimed marriage saviour and Rhinomed CEO, Michael Johnson, was in New York for the Mute's US debut.  It will be available in 1,000 Walgreens/Duane Reade stores and follows the product's successful foray into the UK through 600 outlets of Boots the Chemist just before Christmas.

And continuing with the Preakness theme, despite the use of the Breathe Right strips by likely favorite, Nyquist, we would suggest going with the upset and giving Mute a try to come from behind.

While on Walgreens, it is worth mentioning its support of the Comic Relief's highly worthy Red Nose Day which raises money for children living in poverty in the US and globally.  For as little as a dollar you can acquire a nose, or pin, to promote the charity ahead of the Red Nose Day special on NBC on May 26.

*Disclosure.  Rhinomed is a client of Columbus Circle Corporate which is inhabited by shareholders and unabashed snorers.
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