Smiledirectclub launches at-home teeth straightening in the UK

Smiledirectclub officially launches in the UK today, with its aim to make straightening teeth more affordable and accessible.

It is opening with nine shops across London, Manchester and Birmingham.

Well Pharmacy has also partnered with Smiledirectclub to offer four ‘Smileshops’ within its pharmacies.

‘We believe everyone deserves a smile they love,’ says Alex Fenkell, co-founder of Smiledirectclub.

‘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.

‘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.’

At-home treatment

Since launching in the US in 2014, Smiledirectclub has treated 650,000 customers with clear aligners.

It offers patients the opportunity to straighten their teeth from their home, without needing to visit a dentist.

Dentists can keep track of treatment remotely via pictures uploaded onto the Smiledirectclub software.

‘We’re confident consumers in the UK will embrace the ability to have access to affordable oral care,’ said Kay Oswald, president of international at Smiledirectclub, confirming the company’s commitment to expanding its UK business.

‘We are committed to investing into the UK market and have ambitious and exciting plans for our future here.’


Smiledirectclub has invested $380 million internally to expand into the UK market.

It plans to employ 300+ people in the UK, including dentists, orthodontists and dental nurses.

The company currently has 300 locations across the USA, Canada, Australia and Puerto Rico.

‘Well Pharmacy is delighted to partner with Smiledirectclub,’ John Nuttall, CEO at Well Pharmacy, said of its partnership.

‘We are committed to giving our customers choice and access to safe and effective healthcare solutions that they can trust.

‘There is a gap in the market for more affordable, convenient, and innovative teeth straightening solutions.

‘We’re excited to pilot this service in four key retail locations.’

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