Impress Raises $50M to Expand Direct-to-Consumer Orthodontics in Europe

The Digital Transformation of Orthodontics

The well-known assertion that “software is eating the world” is increasingly relevant within the field of dentistry. Specifically, orthodontics – the dental specialty focused on treatments like braces – is undergoing a significant digital evolution.

Impress Secures $50 Million in Series A Funding

Impress, a direct-to-consumer orthodontics company operating in Southern Europe, has successfully closed a $50 million Series A funding round. The investment was spearheaded by CareCapital, the dental investment arm of Hillhouse Capital in Asia.

Additional participation came from Nickleby Capital, UNIQA Ventures, and a group of individual investors including Michael Linse, Valentin Pitarque, Peter Schiff, and Elliot Dornbusch. Existing shareholders, such as TA Ventures and Bynd VC, also contributed to this funding round.

Expansion Plans Across Europe

Drawing inspiration from direct-to-consumer orthodontic models in the U.S., like SmileDirect, Impress intends to broaden its reach throughout Europe. The company currently operates in Spain, Italy, Portugal, the United Kingdom, and France.

Company Origins and Founding Principles

Founded in 2019 in Barcelona, Impress was established by orthodontist Dr. Khaled Kasem, alongside serial entrepreneurs Diliara and Vladimir Lupenko.

Vladimir Lupenko explained that the core concept was to “integrate the most advanced technology within the sector with established orthodontic practices.”

Traditional Orthodontic Access and the Impress Alternative

Currently, patients typically access cosmetic or medical teeth alignment treatments through traditional dental clinics. These clinics increasingly utilize 3D scans and panoramic X-rays to assess nerve and bone health.

Impress aims to deliver these high-quality medical treatments directly to consumers. This is achieved through a network of company-owned orthodontic clinics, designed to provide a modern and aesthetically pleasing patient experience.

A Unique Approach to the Market

Diliara Lupenko emphasized that Impress differentiated itself from competitors by adopting a “doctor-led digital model” from the outset. This strategy resulted in improved conversion rates and treatment quality, despite initial complexities.

Current Operations and Financial Projections

Impress currently operates 75 clinics across Spain, Italy, the U.K., France, and Portugal. These clinics are designed to streamline costs and automate essential processes within the treatment workflow.

The company reports an annual run-rate approaching €50 million, with projections indicating a growth to €150 million in revenue within the next 12 months.

Investor Perspective

Andreas Nemeth, managing partner of UNIQA Ventures GmbH, highlighted Impress’s customer-focused approach and rapid scalability as key factors driving their investment. He noted the company’s effective use of technology to create a streamlined customer experience for invisible orthodontics and its unique cost optimization through software implementation.