I’d like to share the news that Unforgettable and Live Better With, two businesses with a shared mission are to merge.

I founded Unforgettable after caring for my mum who had early onset dementia. I hoped the business could play a role in improving the day to day lives of all those affected with memory loss and dementia.  I’m proud of the social impact made by the team in the last 4 years and excited by the opportunity that the merger presents to increase the support given to the 50 million people worldwide who live with dementia.

I passionately believed that there is plenty of life to be had by people living with dementia. Unforgettable has grown to become the world’s leading marketplace for dementia products and we have worked to increase the affordability and quality of these products. We’ve also established partnerships with high street retailers including Lloyds to increase the availability of these products.

In 2016 we were delighted to win the Outstanding Dementia Innovation award at the National Care Awards.  Unforgettable has developed products in partnership with our community including the Unforgettable Music Player and Digital Radio that was short-listed for a UK Dementia Care Award in 2018.

I found that caring for my mum was characterised by learning at the point of crisis. The team have created more than 1,000 articles and eBooks offering practical information and advice that has been accessed by more than 5 million people worldwide.

We’ve heard from our community that caring for someone with dementia can be lonely and exhausting. The Unforgettable Dementia Support Group is now accessed by 1000s of people every day to provide advice, support and solace for each other.  In 2018 we held our Unforgettable event, attended by caregivers from all over the UK. This was a wonderful opportunity for our community to meet up, share their stories as well as attend talks given by dementia experts.

We are looking forward to working with the team at Live Better With to accelerate the support provided to the 50 million people living with dementia worldwide. We will remain focused on providing practical advice and information and working closely with the community to continue to improve the quality and affordability of products and services.

As we look ahead, the combined business will trade under the Live Better With brand name, but the Unforgettable website will trade as normal until further notice.



James Ashwell, Founder Unforgettable

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