Smmmile co-founders reveal major expansion ambitions and 'head office' plans for Leeds

The company’s central focus is on the Invisalign orthodontic treatment that straightens teeth through the use of a series of custom-made clear braces that gradually reposition the teeth over a period of months.

Meeting The Yorkshire Post at the Leeds city centre clinic, the pair say their business model differs from others working in the same field by operating on lower profit margins, allowing for more affordable treatments.

Kumar, who is also behind the MiSmile brand of clinics, is working in partnership with Invisalign supply expert Pascaud, who previously worked in senior roles at orthodontic company Align Technology.

The pair said they already have around 40 staff and, having treated around 1,000 customers in their first two years of business, are actively exploring further expansion.

Kumar said: “What we have achieved in such a short time has never happened before. We have high ambitions, we want to open ultimately on every high street in the UK but are mindful of the current climate and the challenges.

"Even though the business is two years old it is run by two of the most experienced people in this industry.”

The pair had known each other professionally for years but decided to go into business together during lockdown in the belief they had identified a gap in the market.

Pascaud, who is French but lives in Yorkshire, said: "Sandeep is a very successful dentist and business leader in dentistry. Through my career I have been working across the globe and seen every single type of dentistry model.

"We both wanted to do something different here in the UK around cosmetic dentistry and trying to make a high quality, very good patient experience accessible to a lot more patients.

"We both have seen the good side of dentistry where we have superb treatments that may change lives. But we have also seen the less attractive side of dentistry where it is very hard to make appointments and it tends to be expensive to get access to good treatments. That is what we tried to change.

"Our vision from the start is that everyone deserves to have a beautiful smile. We want to build a business based on providing a great experience, the best clinical outcome possible with no cutting corners but at a price more people can afford. We are not managing to keep the costs down, what we are doing is making less profit.”

Pascaud said he is particularly keen for Leeds to play a key role in the firm’s future.

"I’m French but have been living here for 20-plus years and my wife is from Leeds. We want to build a head office-type environment here in Yorkshire. This is the biggest practice in a premium location.”

Treatment can take up to a year and typically costs around £3,495 including associated processes such as teeth whitening.

Pascaud said customers feel the investment to be well worth it.

"A new smile is a transformation on a mental health level and a confidence level but also clinically having straight teeth allows for better oral health by default.”

While their typical patient tends to be women in their 20s and 30s, the pair say they deal with an increasing number of men as well as older people.

Pascaud said: “More and more people are making a conscious decision to maybe spend £3,000 or so on themselves than on a one-week holiday or a slightly better car.

"The majority of people will never tell you their problems with the teeth but when they have a beautiful smile, the first thing they tell people is, ‘Look what I did’.

"You could get a perfect smile by having veneers. But to do that you have to take most of your teeth and file them off. Our approach is very different – we move the teeth as much as is clinically good and finish with bits of bonding. That makes your smile absolutely natural.”

Kumar added: “Investment in a smile is confidence for life.”

Corporate packages part of vision for future

The pair are looking to offer their services to companies as a prospective employee benefit as part of their expansion plans.

They are hosting an event for businesses in Leeds later this month to highlight the potential opportunity.

Raph Pascaud said the pair have an excellent working relationship and are determined to make the business a success.

“We are never satisfied. That is what has driven both of us. Both of us come from very modest backgrounds and everything we have, we have earned.

"The business is 100 per cent financed by us and every single pound that potentially is made goes in the business.

"We are different individuals but we absolutely 100 per cent trust each other, talk to each other openly and have a deep respect for each other.”

Sandeep Kumar said the company’s “quirky” name came about as a way of standing out in a crowded field.

“A brand name has got to tell you what it is about and in the industry now it is ‘dental’, ‘teeth’ or ‘smile’. We want to make people smile and we wanted that in the name.”