What is the expected growth rate for the company in 2020, and what is the expected contribution from new products and geographies in that year 
relative to where you guys finished 2018 with? So maybe you can talk through kind of the cadence of that as we move forward beyond just this year and then, are you guys looking at new products and new geographies as major driver as you go into 2020 and beyond.
Alison Bauerlein -- Founder, Chief Financial Officer and Executive Vice President, Finance
Yeah, sure. So from the side of looking at double-digit expected growth going into 2020, we aren't assuming any material contribution from new countries. So our focus still will be in the US and Europe as our primary market. Obviously, we do plan to continue to look for opportunities outside of there, but that really isn't contemplated in the numbers that we discussed here and that doesn't include any contribution in new areas like China. From new products, we are assuming a small, relatively small contribution associated with the New Aera product portfolio, which we are very excited to add to our product portfolio, although there is some additional R&D work there to get full use of the technology over the next couple of years, but we are assuming that does start to contribute in 2020. So on top of that, just in terms of cadence, obviously we're not given specific 2020 guidance today. It's very early for us to even comment on 2020. So we would expect the underlying seasonality trends to be similar to what we've seen in prior years with I know higher sales in the second and third quarter versus the fourth and first quarter, but outside of that, we need to get a little closer to the year before we comment on specific trends.
Margaret Kaczor -- William Blair -- Analyst
Okay. And then, in terms of the New Aera acquisition that you guys had referenced, there's a few products, I think in that category that have been out there and so if you looked at evaluating that market which asset was the right asset to target, why that -- is it something that's easier to incorporate into your device on your POC and that gives you that competitive advantage in the space. And then if you can give us a sense of the commercial model, if you're going to sell it D2C in a near-term. Do you guys have a sense of ASP or gross margin contributions for that, and then just [Indecipherable] one more in there, how do you expect, traditional NIV players to respond to kind of you guys entering the market with your unique combination. Thanks.
Scott Wilkinson -- President, Chief Executive Officer and Director
Yeah, I mean, we think that the New Aera product and technology fits perfectly with not only our oxygen product portfolio that we have today, but also is very complementary with our go-to-market strategy. The great thing about this product is that we liked about it is, not only the efficacy is proven in the clinical study -- peer-reviewed study that they ran, but also it's designed for patient preference and simplicity and ease of use, which is kind of our success formula for our POCs. So it's a product that we think that we can leverage our sales force, as well as our marketing spend because many of the current leads that we generate right now would be candidates for the New Aera product. So we can get some leverage there. It's an area where we have expertise in respiratory and oxygen therapy services. So for our first acquisition, it fits close to home. It also allows us to get into adjacent markets, downstream in the non-invasive ventilation for really the sicker patients that need ventilation in addition to oxygen therapy, but also upstream where we think that we can impact a portion of some of the basic COPD patients that have breathlessness, where really there isn't any coverage criteria or anything that they fit under, but it's a retail opportunity for us and we have a great retail model that we've proven over the last 10 years. So again, we think that fits nicely with our core competency and where we are unique.
As far as the channels we would sell it in, obviously, I just mentioned direct-to-consumer, we think it fits nicely there, it will also be a perfect fit for our physician, sales force somethi
relative to where you guys finished 2018 with? So maybe you can talk through kind of the cadence of that as we move forward beyond just this year and then, are you guys looking at new products and new geographies as major driver as you go into 2020 and beyond.
Alison Bauerlein -- Founder, Chief Financial Officer and Executive Vice President, Finance
Yeah, sure. So from the side of looking at double-digit expected growth going into 2020, we aren't assuming any material contribution from new countries. So our focus still will be in the US and Europe as our primary market. Obviously, we do plan to continue to look for opportunities outside of there, but that really isn't contemplated in the numbers that we discussed here and that doesn't include any contribution in new areas like China. From new products, we are assuming a small, relatively small contribution associated with the New Aera product portfolio, which we are very excited to add to our product portfolio, although there is some additional R&D work there to get full use of the technology over the next couple of years, but we are assuming that does start to contribute in 2020. So on top of that, just in terms of cadence, obviously we're not given specific 2020 guidance today. It's very early for us to even comment on 2020. So we would expect the underlying seasonality trends to be similar to what we've seen in prior years with I know higher sales in the second and third quarter versus the fourth and first quarter, but outside of that, we need to get a little closer to the year before we comment on specific trends.
Margaret Kaczor -- William Blair -- Analyst
Okay. And then, in terms of the New Aera acquisition that you guys had referenced, there's a few products, I think in that category that have been out there and so if you looked at evaluating that market which asset was the right asset to target, why that -- is it something that's easier to incorporate into your device on your POC and that gives you that competitive advantage in the space. And then if you can give us a sense of the commercial model, if you're going to sell it D2C in a near-term. Do you guys have a sense of ASP or gross margin contributions for that, and then just [Indecipherable] one more in there, how do you expect, traditional NIV players to respond to kind of you guys entering the market with your unique combination. Thanks.
 Scott Wilkinson -- President, Chief Executive Officer and Director
Yeah, I mean, we think that the New Aera product and technology fits perfectly with not only our oxygen product portfolio that we have today, but also is very complementary with our go-to-market strategy. The great thing about this product is that we liked about it is, not only the efficacy is proven in the clinical study -- peer-reviewed study that they ran, but also it's designed for patient preference and simplicity and ease of use, which is kind of our success formula for our POCs. So it's a product that we think that we can leverage our sales force, as well as our marketing spend because many of the current leads that we generate right now would be candidates for the New Aera product. So we can get some leverage there. It's an area where we have expertise in respiratory and oxygen therapy services. So for our first acquisition, it fits close to home. It also allows us to get into adjacent markets, downstream in the non-invasive ventilation for really the sicker patients that need ventilation in addition to oxygen therapy, but also upstream where we think that we can impact a portion of some of the basic COPD patients that have breathlessness, where really there isn't any coverage criteria or anything that they fit under, but it's a retail opportunity for us and we have a great retail model that we've proven over the last 10 years. So again, we think that fits nicely with our core competency and where we are unique.
As far as the channels we would sell it in, obviously, I just mentioned direct-to-consumer, we think it fits nicely there, it will also be a perfect fit for our physician, sales force somethi