SmileDirectClub is seizing opportunities as many brick-and-mortar retailers reduce their number of physical stores.
Coinciding with real estate opportunities is the beauty at-home movement. Consumers looking to duplicate services they used to have to visit a salon or professional office has created a booming at-home beauty market. Sales of at-home teeth whitening, in fact, exceed $300 million per year, according to IRI data. At-home teeth straightening is the latest to garner interest, propelling growth of SmileDirectClub.
Following in the footsteps of at-home teeth whitening is straightening.
Either in one of the brand’s SmileShops or via an at-home impression kit, customers can get assessed to see if the at-home aligners are suited to their needs. A state-licensed dentist or orthodontist then creates a treatment plan based on the 3-D scans or impressions, and all of the aligners are shipped directly to their homes.
The company has big expansion on tap. “We want consumers to be able to conveniently and easily get the smile they’ve always dreamed of, which is why we are expanding so rapidly,” said company cofounder Alex Fenkell. Plans call for a total of 40 units by the end of the year, en route to 140 by the close of 2018. Two sites