Impress acquires Diamond Whites in €30+ million deal

Barcelona-based Impress has acquired the UK’s invisible aligner brand, Diamond Whites in a deal reportedly valued at over €30 million. The acquisition will now see digitally-led orthodontics provider Impress, (aka smile2impress) add oral care, whitening products, and cosmetic dental treatments, as well as have its offer on tap across some 60 cities across the UK.

In May of 2021, Impress announced a $50 million Series A round, with a portion of the raise specifically earmarked to further expand its presence across Europe. Some 21 months later, we now know for certain where a portion of CareCapital, Nickleby Capital, UNIQA Ventures, TA Ventures, and Bynd VC’s money was spent.

Founded in 2019, Impress has been steadily assembling a chain of orthodontic clinics across Europe with operations conducted in Spain, Portugal, Italy, the UK, France, Germany, Ukraine, and the US. 

While orthodontics might not exactly fall under the definition of technology you and I might be used to on a day-to-day basis, where the company stands out, and in some ways has shown that the proof is in the pudding, is in its employing a digital-first modus operandi. According to the company, this methodology has led to outstanding patient experiences, resulting in one of the highest NPS in its industry.

And that customer satisfaction rating is slated to take another jump up with the acquisition of Diamond Whites. Impress’s acquisition offers whitening products that have been stocked in leading retailers such as Tesco and Superdrug, and the former’s orthodontic support and proprietary software will enable Diamond Whites to treat a variety of orthodontic patients, as well as more complex cases.

As part of the deal, CEO at Diamond Whites, Ben Reed now takes on the role of UK CEO at Impress.

“We’re extremely proud to be merging with Impress. Both Impress and Diamond Whites share a similar business vision and company values; championing innovative technology and positive patient experience,” commented Reed. “From this acquisition, we will continue to offer invisible orthodontic treatments of the highest quality under Impress, with a streamlined, convenient service supervised by a highly experienced orthodontic team.”