In an effort to support growth initiatives that produce the highest return on investment, SmileDirect Club is making big changes.
SmileDirect has suspended operations in Mexico, Spain, Germany, the Netherlands, Austria, Hong Kong, Singapore and New Zealand as the global economy recovers from the pandemic. The suspension will include a reduction in workforce, according to a Jan. 24 press release. The company plans to continue its growth in the U.S., Canada, Australia, France, Ireland and the U.K.
"Our mission has always been rooted in the belief that everyone deserves access to premium oral care that is affordable, accessible, and convenient," SmileDirectClub CEO David Katzman said. "Though these decisions are difficult and will impact many of our team members who have worked tirelessly with us to deliver on that mission, these changes are the right thing to do at this time for our business so that we may continue to innovate and lead the industry to a better oral care solution for all."
The company plans to focus on expanding its partner network, SmileDirectClub Partner Network, and oral care business, SmileShop. It also hopes to make waves in the teen and higher household income market demographics.