WhiteWash and Ashford Orthodontics team up for bigger bite of the dental market

Tooth whitening company WhiteWash has signed a deal potentially worth £100,000 with Ashford Orthodontics

WhiteWash Laboratories managing director Tom Riley and UK sales director Chris McPhillips with Ashford Orthodontics directors Graeme Winyard and Sean Thompson
WhiteWash Laboratories managing director Tom Riley and UK sales director Chris McPhillips with Ashford Orthodontics directors Graeme Winyard and Sean Thompson

A Middlesbrough-based teeth whitening company has signed a deal worth up £100,000 a year with a dental lab in Sunderland.

WhiteWash, which manufactures and distributes premium tooth whitening products to more than 1,000 dentists across the UK, has teamed up Ashford Orthodontics Ltd, which will make trays for the firm’s whitening gel, specially designed to get the most out of the product.

WhiteWash, which turns over about £1m, was founded by school friends Tom Riley, Matthew Lloyd and Chris McPhillips whose first joint venture was selling sweets in the playground to classmates.

Together, they worked with British dentists to develop a closely guarded formula that maximises whitening effects while caring for teeth.

The firm is already exporting to more than 20 companies around the globe, and is hoping to expand into new markets.

Managing director Tom Riley said: “We’re very pleased to be working with Ashford Orthodontics. They are one of the UK’s largest specialist orthodontics labs and have an excellent reputation for this type of work – and they are also based in the North East, which is a great plus for us.

“The deal means that customers will be getting a high-quality, British-made tray which has been specially designed to maximise the effects of our products.”

Ashford Orthodontics Ltd was founded eight years ago by Directors Craig Stevens, Sean Thomson and Graeme Winyard.

Now employing 17 people, the lab has a specialist in-house two-year training programme, which all technicians undergo.

Director at the company Craig Stevens said: “WhiteWash is a really progressive, interesting and innovative company, and we were delighted to be working in partnership with them.

“They have a network of more than 1,000 UK dentists, which could really open up potential new markets for us – and it’s a bonus to us that it’s a fellow North East firm that we’re doing business with.”

Journalists

David Whetstone
Culture Editor
Graeme Whitfield
Business Editor
Mark Douglas
Newcastle United Editor
Stuart Rayner
Sports Writer