About Us

Our Story

Co-founders Alex Fenkell and Jordan Katzman first met at summer camp at age 13, a time when most smiles came fully loaded with wires. The two remained friends, and years later, reflecting on their metal-mouthed youth, they decided there had to be a better and more affordable way to achieve straighter, whiter teeth. Teaming up with Camelot Venture Group, experts in creating opportunities in highly regulated industries, they sought to democratise orthodontics with SmileDirectClub.


Founded in 2014, SmileDirectClub now represents 95% of the dentist-directed and dentist-prescribed remote clear aligner industry. SmileDirectClub has helped more than a million people transform their smiles – before and happily-ever-after photos speak for themselves. We have grown to more than 6,300 employees with 391 SmileShop locations and counting.


In Ireland, 53% of people agree that good teeth and a great smile are important, as they help with confidence. With 57% of those in Ireland feeling insecure about their smiles, it comes as no surprise that 38% believe they would pursue cosmetic dentistry if costs were not an issue.

Our Product

Our clear aligners are BPA-free. Every customer receives several sets of custom, tight-fitting clear aligners to gradually shift their teeth into the desired position, a process that takes, on average, 4-6 months. The best part? SmileDirectClub clear aligners are up to 60% less than the price of other teeth straightening options and usually don’t require any dentist's office checkups.*

Our Dental Network

While SmileDirectClub removes the hassle of frequent in-office checkups, we created an innovative web-based teledentistry network to remotely connect customers to an affiliated network of Irish registered dentists and orthodontists to give you the peace of mind of professional treatment. Your SmileDirectClub affiliated registered dentist or orthodontist reviews your photos, medical history, and a 3D image of your smile before prescribing your custom treatment plan. And of course, our Customer Care specialists and and Clinical Dental Technicians are available by phone, email, chat, and social media to answer any questions you might have. So, while SmileDirectClub clear aligner therapy can be managed from wherever you work or live, you can rest assured you're never alone.

Our Partners

SmileDirectClub is backed by Camelot Venture Group, a private investment group that has been pioneering the direct-to-consumer space since the early ’90s, particularly in highly regulated industries. So they know what they’re doing. If you’ve heard of 1-800 CONTACTS, Quicken Loans, Sharper Image, or Fathead, then you’ve heard of Camelot. Their hands-on approach, extensive networking, and operational expertise ensure that their portfolio companies (like us) reach their potential.


The SmileDirectClub mission is crystal clear: We help you unleash the power of your smile to empower you to positively impact your place in the world. We do that by democratising access to safe, affordable, and convenient care to transform your smile. Now that’s something to smile about.


Save and smile

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