SmileDirectClub, the DTC oral care company known for its orthodontic teeth aligners, has launched a suite of premium oral care products available exclusively at Walmart U.S. stores and Walmart.com.
The Walmart rollout includes an electric toothbrush, a teeth-whitening system complete with LED lighting called “bright on,” toothpaste in whitening and sensitivity varieties, a water flosser and “smile spa,” a UV cleaner that sanitizes toothbrush heads, aligners, retainers and dentures.
To date, SmileDirectClub says it has helped more than 750,000 people through remote doctor-directed clear aligner therapy, but the company wants to expand beyond its membership base with more affordable products. Members of the club can either pay a one-time $1,895 fee or a monthly fee of $85 for the teeth aligners, which are designed to fix crooked teeth in as little as six months.
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Although the new product launches are exclusive to Walmart, SmileDirectClub also has different store-within-a-store partnerships with both CVS and Walgreens, with plans to open a total of 1,500 shops between the two pharmacies.
These SmileShops, initially piloted within select stores, offer shoppers a free 3D digital image of their teeth, which can be used by a digital network of state-licensed dentists and orthodontists to approve and manage a clear aligner treatment plan to straighten teeth. The aligners, which are advertised as costing significantly less than traditional orthodontics work, are then delivered to the customer’s door.
SmileDirectClub plans to open similar shops within Walmart Canada locations, according to Yahoo Finance, and the company hasn’t ruled out opening shops inside Walmart U.S. locations.
SmileDirectClub could use a win for its brand, especially after seeing disappointing results since going public in September 2019. Its stock price has dropped from $23 per share during the IPO to $8.38 prior to the Walmart announcement. While the company’s first public earnings report in November saw sales soar and earnings beat Wall Street estimates, the brand saw a $88.3 million net loss in Q3, making profitability a concern for shareholders.
