American Orthodontics

What American Orthodontics does

American Orthodontics Corporation is a privately held manufacturer of orthodontic appliances and treatment consumables, founded in 1968 in Sheboygan, Wisconsin, where it remains headquartered. The company designs, produces, and globally distributes a comprehensive orthodontic supply portfolio that includes metal and ceramic self-ligating brackets (Empower and Empower Clear), metal twin brackets (Master Series), cosmetic brackets (Radiance Plus and Iconix), fixed functional Class II correctors (PowerBar, PowerScope, Herbst, MiniScope, HTH), archwires (Tanzo, NT3 SE, Beta Titanium), adhesives (the BracePaste family including Fluoride Sealant), mini-implant temporary anchorage devices (The Aarhus System), tubes (iFit), and elastomerics (Wildlife Series). More than 98% of products are manufactured at the company's 2012-built Sheboygan facility using highly automated production equipment, and the company holds registered trademarks and patents on proprietary elements such as Quad Matte mechanical-lock base technology.

The company generates revenue primarily through B2B sales of consumable orthodontic supplies to licensed orthodontic specialists and orthodontic practices, with no disclosed subscription or licensing model. In North America, products are sold via a direct enterprise field sales force supported by online ordering portals (AO Direct USA and AO EDGE) and a Find-a-Sales-Rep locator; internationally, AO distributes through 14 wholly owned subsidiaries and a network of exclusive distributors covering more than 110 countries. Education and clinical training serve as the central demand-generation engine, including the Soho Symposium London, multi-module Masterclass Series, regional workshops in Europe, and a 22-year-running orthodontic resident summit program in partnership with key opinion leaders.

American Orthodontics describes itself as the largest privately held orthodontic manufacturer in the world, supported by 63 Orthotown Townie Choice Awards across 11 consecutive years, the first-ever AAO Supplier of the Year award (2019-2020), and an executive team that has remained under private ownership since founding, with no public listing, ticker symbol, or institutional PE investment disclosed. The company is closely affiliated with the broader orthodontic professional community through philanthropic and academic partnerships including the American Association of Orthodontists Foundation, Marquette University Dental School, and Smiles Change Lives.

Name

American Orthodontics

Legal name

American Orthodontics Corporation

Website

https://americanortho.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

501–1,000 employees

Short description

American Orthodontics is a privately held, Sheboygan-based manufacturer of orthodontic appliances serving orthodontic specialists in 110+ countries via direct sales, 14 subsidiaries, and exclusive distributors, with more than 98% of production conducted domestically.

Ownership category

akta.pro rank

Product category

Orthodontic Appliances and Supplies

NAICS

Dental Equipment and Supplies Manufacturing (339114)

SIC

Dental Equipment & Supplies (3843)

akta.pro primary industry

Orthodontic Appliances & Aligners Fabrication (HLABAJAD)

Keywords

• Orthodontic appliances
• Dental brackets
• Orthodontic supplies
• Cosmetic brackets
• Fixed functional appliances

Headquarters

HQ city

Sheboygan

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Orthodontic Supplies and Appliances: American Orthodontics generates revenue through the sale of orthodontic treatment supplies including brackets (metal, ceramic, self-ligating), wires, adhesives, fixed functional appliances, bands, tubes, TADs, elastomerics, instruments, and other orthodontic peripherals. Products are sold directly to orthodontic specialists and through distributors globally.
2. E-commerce / Direct Ordering (AO Direct & AO EDGE): AO operates digital ordering platforms (AO Direct USA, AO EDGE) allowing orthodontic practices to directly purchase products online, representing a direct transactional revenue stream.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

American Orthodontics manufactures and sells orthodontic appliances and supplies including metal, ceramic, and self-ligating bracket systems; fixed functional Class II/III correctors; orthodontic wires; adhesives; and mini-implant TADs. Products are sold directly to orthodontic specialists and through a global network of wholly owned subsidiaries and exclusive distributors across 110+ countries, with over 98% of products manufactured at the Sheboygan, Wisconsin headquarters.

Product overview

American Orthodontics offers a comprehensive portfolio of orthodontic treatment products and platforms, serving orthodontic specialists globally. The product line includes self-ligating brackets (Empower Clear, Empower Metal), cosmetic brackets (Radiance Plus, Iconix Aesthetic), metal twin brackets (Master Series Family), fixed functional appliances (PowerBar Class II Corrector, PowerScope, Herbst, HTH Telescoping Herbst, MiniScope), adhesives (BracePaste family including Fluoride Sealant), mini implant TADs (Aarhus System), archwires (Tanzo Wire, NT3 SE NiTi, Beta Titanium, Stainless Steel, Chromium Cobalt), tubes (iFit Tube), elastomerics (Wildlife Series), instruments (Luno, Hu-Friedy), and supplies. Supporting platforms include AO Direct for online ordering and Virtual Product Library for product visualization. Products are primarily manufactured at the Sheboygan, Wisconsin headquarters with over 98% domestic production.

Differentiator

Problem solved

Functional benefit

Brands

• Empower: Self-ligating bracket system featuring Dual Activation technology, available in metal and clear variants.
• Radiance Plus
• PowerBar
• Master Series
• BracePaste
• AO Direct
• AO EDGE
• AO Sales Hub
• AO Marketing Hub
• AO Merch

Quantifiable outcome

• 11 consecutive years winning Orthotown Townie Choice Awards with 63 total awards
• +2 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Journal of Clinical Orthodontics (JCO)coreGTM or Marketing Partner · 1 January 2024AO has been title sponsor of the Eugene L. Gottlieb JCO Student of the Year Award since its inception (now in its eleventh year). The competition highlights outstanding clinical achievement among orthodontic residents across the United States and Canada. AO provides over $8,000 in products and services to winners. The award involves a rigorous multi-stage evaluation process judged by JCO editorial board members.
• DolphincoreTechnology or IntegrationDolphin provides imaging and practice management software integration with AO products. As part of the JCO Student of the Year Award, winners receive products and services from American Orthodontics, JCO, and Dolphin. Dolphin is a key software partner for orthodontic practices using AO products.
• Orthotown MagazinecoreGTM or Marketing PartnerOrthotown Magazine hosts the annual Townie Choice Awards where orthodontic professionals vote on their experiences with products and services. AO has won 63 awards in the 11-year history of the competition, more than any other company. AO has swept several categories since their inception.
• American Association of Orthodontists Foundation (AAOF)coreStrategic or Co-development PartnerAO was the first company to make a million dollar donation to the AAOF to further education and help the AAOF fund research grants to advance the orthodontic industry. Named AAO Supplier of the Year 2019-2020 (first ever). This is a foundational philanthropic partnership supporting the entire orthodontic profession.
• Smiles Change LivesminorStrategic or Co-development PartnerAO was named 2017 Gini Business Partner of the Year by Smiles Change Lives, a nonprofit organization providing orthodontic care to children from low-income families.
• Power2ReasonminorStrategic or Co-development PartnerAO has sponsored Power2Reason symposiums for many years, bringing the orthodontic community together to share ideas and learn current trends and improvements in the industry.
• Nourish FarmsminorOthersAO is an active supporter of Nourish Farms, which empowers the local community to make wholesome food choices through education and hands-on experiences that demonstrate how to grow, cook, source and enjoy good and healthy food.
• Marquette UniversityminorOthersAO was named 2019 Marquette University Friend of the Year for their longstanding support of the Dental School.
• United HealthcareminorOthersAmerican Orthodontics provides employees with transparency in coverage files pursuant to requirements of the Health Plan Transparency in Coverage Rule, provided through United Healthcare.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Ormco: Ormco (part of Envista Holdings) is one of the largest direct competitors to American Orthodontics in fixed orthodontic appliances, offering Damon self-ligating brackets, Insignia custom systems, and a broad wires/tubes portfolio marketed to orthodontic specialists — directly overlapping AO's Empower, Master Series, and bracket/wire lines.
• Rocky Mountain Orthodontics: Rocky Mountain Orthodontics is a US-based direct competitor that manufactures brackets, bands, tubes, adhesives, and fixed functional appliances sold to orthodontic specialists, overlapping substantively with American Orthodontics' core product portfolio.
• GAC International (Dentsply Sirona): GAC is a direct orthodontic-appliance competitor (In-Ovation self-ligating brackets, Elation wires, adhesives) and is owned by Dentsply Sirona, making it a like-for-like peer to AO across brackets, wires, and elastomerics sold to orthodontic practices globally.

Others

• Henry Schein: Henry Schein is the largest dental distributor in North America and a channel partner/competitor that both distributes American Orthodontics products and resells competing brands. It represents a comparable private-ish healthcare distribution business model adjacent to AO's direct sales-and-distribution motion.

Regional players

• Dentaurum: Dentaurum is a German family-owned manufacturer of orthodontic brackets, wires, and laboratory products. It is a comparable privately held peer but is geographically weighted toward Europe rather than competing head-to-head in AO's strongest North American base.
• DB Orthodontics: DB Orthodontics is a UK-based manufacturer of orthodontic brackets, adhesives, and consumables serving primarily European and emerging markets. It is a comparable privately held competitor but with regional rather than global reach.

Broad incumbents

• Dentsply Sirona: Dentsply Sirona owns GAC International orthodontic appliances and SureSmile aligners, in addition to a broad dental equipment and consumables portfolio. It competes with AO both as a fixed-appliance supplier (via GAC) and as an aligner and digital-treatment provider.
• Align Technology: Align Technology is the dominant player in modern orthodontic treatment via its Invisalign clear aligner system and iTero scanners. While not a direct bracket competitor, it is the principal disruptor of the traditional fixed-appliance market in which American Orthodontics participates.
• 3M Oral Care (now Solventum): 3M Oral Care, now operating as Solventum after the 2024 spin-off, produces Clarity aesthetic brackets, orthodontic adhesives, and a wide range of dental supplies. It is a broader incumbent competitor with substantially greater R&D and global distribution than American Orthodontics.
• Envista Holdings: Envista is the parent company of Ormco, Nobel Biocare, and KaVo Kerr, making it a direct holding-level peer to American Orthodontics in orthodontic appliances while also competing across implants, general dental equipment, and specialty consumables.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/amorthoevents
• Facebookfacebook.com/american-orthodontics
• LinkedInlinkedin.com/company/american-orthodontics

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about American Orthodontics