SmileDirectClub to Open SmileShops in England

Dentistry Today


SmileDirectClub will open nine SmileShops in London, Manchester, and Birmingham in England, with the first opening in Hammersmith, Oxford Circus, and Tower Bridge in London and in Crossway in Birmingham.

The company will continue its expansion in partnership with Well Pharmacy, the third largest pharmacy chain in the United Kingdom, which will pilot the opening of four additional SmileShops in its locations in Cambridge, Newcastle, Cardiff, and Leeds. 

“Our mission is to help people unleash the power of their smile and positively impact their place in the world. The confidence that comes from having a great smile is transformative to every aspect of your life,” said Alex Fenkell, cofounder of SmileDirectClub.

“Through our groundbreaking teledentistry platform, we’re giving more people access to affordable smile care. The time is right to expand our mission to the UK to give more Britons the confidence that comes from a straighter, brighter smile,” Fenkell said.

With 40% of Britons unhappy with their teeth, SmileDirectClub reports, UK household spending on dental services has nearly doubled in the past year. According to the company, its direct-to-consumer clear aligner therapy costs up to 60% less than traditional braces, with an average treatment length of six months. 

When patients first visit a SmileShop, a SmileDirectClub employee known as a SmileGuide takes a 3-D image of their smile. The process takes 30 minutes, the company reports. Licensed dentists and orthodontists then create a treatment plan based on that data and manage care via remote check-ins every 90 days through the end of treatment.

SmileDirectClub clear aligners are doctor-prescribed and custom-made from BPA-free plastic thermoformed onto personalized mouth molds crafted by HP industrial 3-D printers. Each patient’s clear aligner treatment plan is shipped in an “all in one” box directly to the patient’s door.

“With the UK known globally for its forward-thinking approach to technology, innovation, and healthcare, we are committed to investing into the UK market and have ambitious and exciting plans for our future here,” said Kay Oswald, president of international at SmileDirectClub.

“With access to international markets, growth capital, and world-class talent, London is a great place to grow and scale a business. This is further evidence that London is open to talent and investment from the US,” said Rajesh Agrawal, London’s deputy mayor for business.

“There is a gap in the market for more affordable, convenient, and innovative teeth straightening solutions, and we’re excited to pilot this service in four key retail locations,” said John Nuttall, CEO of Well Pharmacy.

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