Henry Schein, Inc. (Nasdaq NM:HSIC) and BriteSmile (Nasdaq: BSML) today announced a new agreement to bring dental offices around the country the latest innovation in teeth whitening.
Henry Schein's U.S. Dental business, Sullivan-Schein Dental, has been named exclusive distributor to dental professionals for BriteSmile To Go, which allows patients the ease of at-home whitening combined with the effectiveness for which BriteSmile, a leader in professional teeth whitening, is known. The announcement was made at the American Dental Association annual meeting in San Francisco. Terms of the agreement were
BriteSmile To Go allows patients to whiten their smile whenever and wherever they like with the use of a convenient, lightweight "whitening pen." BriteSmile To Go's click pen applicator applies a clear, proprietary, time-release whitening formula that dries rapidly on the surface of teeth to whiten them safely and gently. Within seconds, the user has forgotten that it is even there. BriteSmile To Go will compete in the middle of the market, between high-end light-activated products used in office settings and lower-end over-the-counter products.
"The $1.5 billion market for teeth-whitening products and services has grown 300 percent over the past five years, and is the most exciting segment of the dental industry today," said John L. Reed, CEO of BriteSmile. "BriteSmile To Go will help us further expand the market, and with a strategic distribution partner such as Sullivan-Schein Dental, whose reach into the dental community is unsurpassed, we are confident in this product's success."
Sullivan-Schein Dental is a dental industry leader in sales and offers one of the broadest selections of healthcare products and services to dental practitioners. The Company now serves more than 75 percent of the dental practices in the United States through its more than 700 field sales representatives and more than 70 equipment sales and service centers.
"At Henry Schein, we constantly strive to bring the latest in technology and the most innovative new products to our customers, and our new relationship with BriteSmile is evidence of that commitment," said Stanley M. Bergman, Chairman, Chief Executive Officer and President of Henry Schein.
"Our field sales consultants and telesales representatives are the best in the industry; they recognize the benefits that BriteSmile To Go can deliver to patients, and are eager to make it available to our dental customers. We are delighted to have been selected by BriteSmile as exclusive distributor for this new, innovative product in an expanding product category."
Beyond the distribution agreement, BriteSmile also is supporting the product with a significant marketing investment in television and online advertising, consumer direct mail, public relations, and a full professional program.