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Oral care brand Ordo has recently transitioned from being focused on a direct-to-consumer (DTC) subscription model to securing retail supermarket listings, sitting shoulder-to-shoulder with oral care market leaders. All done in less than a year.

Ordo was first established as an innovative direct-to-consumer business in 2018, offering high quality oral care at affordable prices: 鈥淣o gimmicks, simply great oral hygiene that’s both convenient and cost effective.鈥

Taking an unconventional and innovative step by launching with a range of toothbrushes and brush heads alongside toothpaste and interdentals, it has offered customers oral care kits and subscriptions, providing a one-stop shop for oral care at accessible and consistent pricing. Offering convenience in an area of everyday necessity has won over customers aligned to the convenience of ordering online and having products delivered to their door hassle-free.

Ordo鈥檚 product innovation has not skimped on quality or functionality, as health and beauty influencers hail the range to 鈥渞emove more plaque than a manual toothbrush – helping to keep your teeth whiter, stronger and healthier.鈥

Barty Walsh, Co-Founder of Ordo explains their journey:聽鈥淎s a disruptor brand in a category dominated by only a handful of big brands, we always knew that our move into physical retail was extremely important and key to transforming Ordo from a challenger brand into a household name. We wouldn鈥檛 have been able to bridge this gap without firstly offering something innovative and unique to the category and secondly building our D2C model when we first launched. Ordo鈥檚 mission is about offering great oral health to everyone. To do this we needed our products to be accessible not just in value but also in physical locations. Retail allows us to do this.鈥

Ordo is a true challenger brand, taking on big competitors with a focus on distinctiveness and innovation 鈥 both in design and route to market. The expansion into major multiple retailers is a key step that most challenger brands reach. In order to scale, you need to be where the shoppers are! The challenge for brands like Ordo is sustaining success as they move into executing a more 3600 marketing effort. The fact that start-up brands like Ordo can access markets through innovation and consumer targeting is a key reason why brands contribute so much to a vibrant economy.

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