"The goal of Mature Mart is to make society barrier-free for older adults," says Alexis Abramson, founder and president of the Mature Mart. The Atlanta-based company, which opened in October 1995, plans to fulfill that ambitious endeavor in part by providing a full range of adaptive products specifically for seniors.

"Originally, I planned to go into retail, but when I was viewing locations, I found that so few were elder-friendly," Abramson says. Instead, the Mature Mart developed a World Wide Web site (http://www.maturemart.com), a catalog of more than 20,000 products, and a team of direct sales representatives. "Older adults really enjoy the one-on-one aspect," she points out. The company expects to gross approximately $1 million by the close of its first year.

The Mature Mart grew out of Abramson's desire to be an advocate for seniors. Prior to founding the company, Abramson -- who holds a master's degree in gerontology -- directed the 60+ program at the Atlanta Jewish Community Center. "I found that so many seniors could be independent if they just had the right tools," she says. "They relied heavily on their family members, when they could do most things on their own."

Many of the Mature Mart's customers are children of older adults; relatives or friends also make purchases. "The seniors themselves sometimes are less willing to accept the fact that they need these types of products," she explains. The company also caters to caregivers and persons with disabilities.

Abramson has several far-reaching goals for the fledgling Mature Mart. "We want to be very big advocates for older adults," she says. She would like to see the company's certification program--which evaluates the accessibility of retail stores, hotels, and other public locations--expand its influence. The company hosts educational lectures for seniors and serves as a resource for companies striving to become more accessible. "I just want to stress how important it is that we--all of us--make things easier for seniors."