Unident
Unident AS is a Norwegian B2B dental supply distributor serving Nordic dental clinics with 20,000+ equipment, consumable, and IT products via an e-commerce platform, supplemented by loyalty programs and a recently acquired technical-services arm.
- Company typePrivate
- Founded1992
- HeadquartersHorten, Norway
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Unident does
Unident AS is the Norwegian operating entity of the Scandinavian dental supply group Unident Group (headquartered via unident.se), supplying dental clinics and practices across Norway with a comprehensive range of equipment, consumables, IT, and software services. Founded in 1992 and headquartered in Horten, the company runs a B2B e-commerce platform offering 20,000+ dental articles spanning clinical equipment (e.g., Anthos C9 treatment chairs, Eighteeth Helios scanners, Acuvision X microscopes, Wand STA anesthesia), dental consumables, IT services, and surgery products. Its go-to-market is a hybrid of self-serve webshop and sales-led account support, with login-based tiered pricing, regular promotional campaigns, and the Club Happy loyalty program (launched March 2026) reinforcing repeat purchasing.
The platform differentiates through breadth (a one-stop "totalleverandør" model), private-label brands PoloDent and Yellow Point positioned in a "Best Buy" value tier, and proprietary workflow tooling such as Unident FLOW QR for QR-code-driven purchasing and inventory. Unident is Miljøfyrtårn-certified and GDPR-compliant, with active social and email marketing channels. In 2026 the company has materially expanded capabilities: it acquired Dental Miljø Teknikk (DMT) in June 2026 to integrate technical installation, medical compressed air, water purification, and validation services; partnered with Finnish health-tech Koite Health in June 2026 to distribute the Lumoral preventive oral-health treatment; launched an AI product assistant for logged-in customers; introduced a co-developed surgical kit with academic dental professionals; and rolled out Club Happy. Revenue is not publicly disclosed; the company employs 101–250 people and is privately held as a Norwegian AS.
Unident firmographics
Firmographics- Name
- Unident
- Legal name
- Unident AS
- Website
- https://unident.no
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Unident AS is a Norwegian B2B dental supply distributor serving Nordic dental clinics with 20,000+ equipment, consumable, and IT products via an e-commerce platform, supplemented by loyalty programs and a recently acquired technical-services arm.
- Ownership category
- akta.pro rank
Where Unident is headquartered
LocationHeadquarters
- HQ city
- Horten
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
Unident business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Dental Consumables Sales: Sale of dental consumables including gloves, impression materials, filling materials, cements, prophylaxis products, and other disposable items used in dental clinics. Revenue generated through per-unit pricing and volume-based campaigns.
- Clinical Equipment Sales: Sale of dental equipment including treatment chairs (Anthos C9), surgical equipment, digital impression scanners (Eighteeth Helios), microscopes (Acuvision X), and small machines. High-ticket items requiring technical consultation.
- Own Brand Products: Sale of proprietary brands including PoloDent and Yellow Point for consumables, positioned as quality alternatives at competitive prices (Best Buy/Pricelicious concept).
- IT & Software Services: Provides IT services and solutions for dental clinics, including technical support and software integration services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard customer pricing with login-based discounts |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Unident product offering
Product offeringCore offering
Unident AS supplies dental clinics and practices in the Nordic region with a full range of dental equipment, consumables, surgical instruments, IT services, and technical installation/validation support through its own webshop and direct sales. The offering spans more than 20,000 articles including treatment chairs, digital impression scanners, microscopes, anesthesia systems, and proprietary private-label brands (PoloDent, Yellow Point).
Product overview
Unident is a dental health total supplier operating in Norway, offering over 20,000 articles across comprehensive product categories including dental consumables (with own brands PoloDent and Yellow Point), clinic equipment (Anthos C9 treatment chairs, Eighteeth Helios digital scanners, Acuvision X microscopes, Wand STA anesthesia systems), IT & software services, surgery equipment, and dental technology. The company operates a Best Buy product tier offering quality products at competitive prices, and has expanded through partnerships (Koite Health Lumoral for gum disease treatment) and acquisitions (Dental Miljø Teknikk for technical services). Unident also provides Unident FLOW QR smart purchasing system, Club Happy loyalty program, and an AI product assistant for customer support.
Differentiator
Problem solved
Functional benefit
Brands
- PoloDent: Unident's own brand of dental consumables including gloves and curing lights, positioned as high quality at better prices.
- Yellow Point
- Club Happy
- Unident FLOW QR
Products and services
- PoloDent Unident's own private-label brand of dental consumables (gloves, curing lights, nanocomposite capsules, and other frequently used clinical items), positioned as a quality alternative at competitive prices within the Best Buy range. Intended for dental clinics seeking cost-effective consumables without compromising quality.
- Yellow Point Unident's own private-label brand of disposable dental products including drinking cups and similar single-use items, offered under the Best Buy quality-at-price positioning. Intended for dental clinics procuring high-volume disposable supplies.
- Anthos C9 Treatment Chair Floating treatment chair from Anthos, positioned as a reliable, design-forward clinical centerpiece for dental clinics requiring a new or replacement treatment unit. Sold by Unident with technical consultation.
- Eighteeth Helios Digital Impression Scanner Entry-level digital impression scanner from Eighteeth, marketed as a price-competitive option for dental clinics transitioning to digital impression workflows. Sold by Unident with technical support.
- Acuvision X Microscope Dental microscope from Eighteeth priced at NOK 189,000, sold by Unident to dental clinics and specialists requiring magnified visualization for clinical procedures.
- Wand STA Local Anesthesia System Computer-controlled local anesthesia delivery system marketed as painless and effective compared to traditional syringes. Sold by Unident to dental clinics for patient comfort during injection procedures.
- Koite Health Lumoral Light-activated home oral health treatment developed by Finnish company Koite Health, distributed by Unident to dental clinics and patients in the Nordic region for preventive oral care addressing gum problems.
- Surgical Kit (Dahlin & Dagnelid) Surgical kit containing 18 carefully selected instruments developed with Professor Christer Dahlin and Dr. Marcus Dagnelid for predictable oral surgery and guided bone regeneration. Sold by Unident to dental surgeons and implantologists.
- OptraGate Dry Control Saliva and fluid suction device with an integrated tongue tractor and 270-degree suction capacity for effective moisture control during dental treatments. Designed for use with OptraGate 2 for reliable relative isolation.
Quantifiable outcome
- Up to 40% of Nordic adults suffer from gum problems - Unident addresses this through preventive oral health products
- +1 more outcomes
Companies that use Unident
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Unident technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Unident partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Dental Miljø Teknikk (DMT)coreDMT, with over 20 years of specialist expertise in technical installations, medical compressed air, water purification, and validation, has been welcomed to the Unident family. This partnership expands Unident's technical support capabilities from planning and installation to service, validation, and long-term technical assurance for dental clinics.
- Professor Christer Dahlin and Dr. Marcus DagnelidminorCollaboration with academic dental professionals to develop a new surgical kit containing 18 carefully selected parts/instruments including a cassette for predictable oral surgery and guided bone regeneration.
- Koite HealthcoreStrategic collaboration between Unident and Finnish health technology company Koite Health to distribute Lumoral, a light-activated home treatment for oral health. The partnership aims to strengthen preventive oral health care in the Nordic region, addressing gum problems affecting up to 40% of Nordic adults. Clinical studies show Lumoral eliminates 99.99% of pathogenic bacteria in the oral cavity.
- BRINGminorLogistics partner used by Unident for delivery of products to customers across Norway. Standard carrier for order fulfillment.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Unident competitors and assessment
Company assessmentBroad incumbents
- Patterson Companies: One of the two largest North American dental supply distributors with a similarly broad catalog of consumables, equipment, and technical services for dental practices. Relevant comparable on scale and business model despite limited Nordic overlap.
- Dentsply Sirona: World's largest dental equipment and consumables manufacturer with growing direct-to-clinic digital sales channels. A supplier to Unident today and a potential disintermediation threat if its direct channel scales in Nordics.
- W&H Group: Austrian dental and surgical equipment manufacturer with a direct sales/service model in Europe. Comparable as a dental equipment specialist whose products (e.g., handpieces, sterilization) overlap with Unident's clinical equipment portfolio.
- Pluradent: Germany-headquartered dental supply distributor owned by Henry Schein, serving dental practices across multiple European countries. Closest European incumbent to Unident in product range and customer profile.
- Envista Holdings: Global dental products group (Nobel Biocare, KaVo Kerr, Ormco) covering equipment, implants, and consumables with growing digital distribution. Comparable as a broad dental industry incumbent with overlapping category exposure.
- Henry Schein: Global #1 dental and medical supply distributor with Nordic operations through Pluradent. Competes with Unident on catalog breadth and pricing power but at much greater scale and geographic reach.
Direct peers
- Plandent: Nordic dental supply distributor (part of Planmeca Group) serving clinics with equipment, consumables and technical services in Finland and the broader Nordics. Closest direct competitor with similar full-service dental supply positioning.
- Unident Group AB: Swedish parent company of Unident AS operating the same dental supply and technical services model across Sweden. Directly comparable in catalog breadth, target customer (dental clinics), and private-label strategy.
- Nordenta: Danish dental supply distributor offering equipment, consumables, and service to Scandinavian dental clinics. Competes head-on with Unident in the Nordic region with similar B2B dental distribution model.
Emerging players
- DirectaDentalGroup: Swedish dental products company specializing in consumables and clinical accessories distributed across Europe. Smaller and more product-focused than Unident, but competes in overlapping categories within the Nordic dental market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Unident social profiles
Digital presenceUnident compliance and trust
Trust signalCompliance2 records
Unident financial estimates
Financial estimateRevenue estimate
Valuation estimate
Unident leadership team
Management profileNumber of profiles
Profiles2 records
Unident subsidiaries and ownership
Company hierarchySubsidiaries1 record
Unident funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Unident M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Unident
What does Unident do?
Unident AS supplies dental clinics and practices in the Nordic region with a full range of dental equipment, consumables, surgical instruments, IT services, and technical installation/validation support through its own webshop and direct sales. The offering spans more than 20,000 articles including treatment chairs, digital impression scanners, microscopes, anesthesia systems, and proprietary private-label brands (PoloDent, Yellow Point).
Is Unident a public or private company?
Unident is a private company. It is classified as corporate owned and is currently operating.
When was Unident founded?
Unident was founded in 1992. It employs 101 to 250 people.
Where is Unident based?
Unident is headquartered in Horten, Norway, in the Europe region.
How does Unident make money?
Four revenue lines are on record. Dental Consumables Sales are the primary driver. The others are clinical Equipment Sales, own Brand Products and IT & Software Services.
Who are Unident's main competitors?
Broad incumbents on record are Patterson Companies, Dentsply Sirona, W&H Group, Pluradent, Envista Holdings and Henry Schein. Direct peers are Plandent, Unident Group AB and Nordenta. DirectaDentalGroup is listed as an emerging player.
Does Unident have an API?
No public API is recorded for Unident.