Partner Article

SmileDirectClub opens at centre:mk in South East regional debut

Leading oral care brand, SmileDirectClub, has opened a new clinic at centre:mk in Milton Keynes, one of the top 10 retail destinations in the UK. The new 600 sq ft clinic is a South East regional debut for SmileDirectClub, and offers state of the art clear aligner therapy to centre:mk’s visitors at 1350–8 Sunset Walk.

SmileDirectClub will capitalise on centre:mk’s 35% market share on personal goods, 8% above benchmark levels. With the British cosmetic industry currently valued at upwards of £2.2 billion centre:mk’s national outperformance is only set to continue.

The brand sits comfortably alongside other self-care names at centre:mk, including H Beauty, and Laser Clinics, as well as leading retailers such as The White Company, Phase Eight and Hobbs. The mix has been created to appeal to the mid-life affluent female demographic for whom centre:mk is a first-choice destination; 71% of centre:mk’s guests sit are from top eight Mosaic demographic groups, well above the UK national benchmark of 56%.

Kevin Duffy, centre:mk’s Centre Director, said: “We are continually evolving centre:mk to reflect the needs of our guests, introducing or enhancing our offer to provide something unrivalled anywhere in the region. The opening of SmileDirectClub is a reflection of that strategy, and highlights our ongoing commitment to our guests’ health and beauty needs as part of the wider experience that complements their lifestyles.”

Founded in 2014 in Nashville, USA, SmileDirectClub has a wide international presence, with their South East regional debut at centre:mk, joining locations across the US, Canada, Australia, France and the UK. Specialising in clear dental aligners and retainers, SmileDirectClub aims to provide cost effective and convenient orthodontic treatment to clients across the globe.

David Cran, VP of Europe and Australia at SmileDirectClub, added: “We are very pleased to have opened our first South East clinic outside London at centre:mk; a destination that really understands it’s customers and the growing demand for orthodontic dentistry. We strongly believe that convenient premium oral care should be accessible to everyone, and our launch at centre:mk is the next step in making this a reality for more prospective customers across the UK.”

The opening follows the news that global lifestyle brand, Ted Baker, is set to open a new store at centre:mk. Launching within the centre later this year on Silbury Arcade, the 2,150 sq ft space will stock Ted Baker’s full range of womenswear, menswear, footwear and accessories.

This was posted in Bdaily's Members' News section by Nick Thornton .