Dive Brief:
- Orthotics Direct has launched its online shop in the U.S., the company announced Thursday.
- The site offers orthotics for work, sports and everyday wear. Orders contain a foam impression kit where users create a personalized foot mold. The company then designs and manufactures a custom device to treat foot pain. Each of its devices is priced at $249, per the press release.
- Orthotics Direct’s products are designed for foot issues such as metatarsalgia, achilles tendonitis and plantar fasciitis. The retailer says it has distributed more than 1 million pairs of devices.
Dive Insight:
Orthotics Direct seeks to provide DTC foot care solutions that bypass the traditional markup over production costs. In some situations, customers can use their Flexible Spending Account or Health Savings Account to pay for their purchases that aren’t covered by insurance, according to the company’s website.
“In the same way that prescription medications, dental aligners and optical companies have revolutionized their respective industries, our goal with Orthotics Direct is to give people direct, fast and affordable access to high-quality custom orthotics,” Paul Andrew Smith, president and CEO of Orthotics Direct, said in a statement. “With rising healthcare costs and a pressured economy, this is an affordable alternative for anyone who suffers from foot pain.”
While some health-focused DTC brands have thrived, others haven't survived. Last December, direct-to-consumer dental company SmileDirectClub shut down its global operations, halted its aligner service and stopped providing customer support amid a Chapter 11 bankruptcy. Hims & Hers, on the other hand, reported a 46% revenue jump year over year in its first-quarter earnings report. The wellness platform’s subscribers also increased 41% from last year to 1.7 million.
Beyond health-centered brands, DTC companies from all corners of the retail industry are creating their own e-commerce sites to sell directly to consumers. In April, toy retailer MGA Entertainment debuted the MGA Shop website, where customers can buy products across its Bratz, Little Tikes, Rainbow High and other subsidiary brands. Additionally, candy company Hi-Chew launched a DTC e-commerce platform at the start of the year and Redken debuted its own DTC website in the fall where customers can purchase products directly.
