US teeth-straightening company threatens Australia’s orthodontics market

Posted on 15th April 2019

Private-equity-backed US teeth-straightening company SmileDirectClub has Australia in its sights. The company says the cost of traditional braces on children’s teeth is very expensive by world standards, and plans to introduce 3D-printed clear aligners to the Australian market.

“Australia is really ripe for disruption like this,” SmileDirectClub president of international Kay Oswald said.

Under the SmilesDirect model, patients are sent an impressions kit in the mail with dental putty and a plastic mould, to take an impression of their bite at home. They can also choose to visit a SmileShop outlet, the first of which is set to open in the Sydney CBD by May.

Mr Oswald said SmileDirectClub aimed to have shopfronts in Sydney, Melbourne and Brisbane initially, before a national expansion.