Dental City
Dental City is a privately held B2B e-commerce distributor of dental supplies, serving dental practices and DSOs across the U.S. and Canada with 300+ brand partnerships and a growing private-label line.
- Company typePrivate
- Founded1993
- HeadquartersGreen Bay, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Dental City does
Dental City is a privately held B2B dental supply distributor operating under the legal name ICP, Inc. d/b/a Dental City, headquartered at 3205 Yeager Drive, Green Bay, Wisconsin. The company sells a comprehensive catalog of dental consumables and equipment — including anesthetics, cements, cosmetic dentistry supplies, disposables, gloves, impression materials, infection control, preventives, X-ray supplies, and burs — through its e-commerce platform dentalcity.com, a phone ordering line (1.800.353.9595), dedicated account managers, and a physical catalog. It serves individual dental practices as its primary segment and multi-location Dental Support Organizations (DSOs) as a secondary segment, with operating geographies spanning the United States and Canada.
The product portfolio combines 300+ third-party brand partnerships (3M, Dentsply Sirona, Septodont, Kerr, Ivoclar, Tokuyama, Medicom, Young, and others) with a growing private-label line covering gloves, ASTM Level 3 masks, fluoride varnish, barrier film, gauze, cotton rolls, patient bibs, prophy angles, sterilization pouches, air/water syringe tips, and ultrasonic cleaning solutions. Distribution is supported by a partially automated warehouse with robotics implementation in July 2025, and customer-facing technology includes quick-order entry, registered-account pricing tiers, an invoice price comparison tool, and the "Keys to the City" loyalty program. Educational content is delivered through the "Beyond the Operatory" podcast and the Dentistry Resource Center blog, which offers CE credits and webinars.
Revenue is generated through transaction-based B2B product sales to registered business accounts, with exclusive account pricing, manufacturer buy/get promotions, and discounts of 15-67% off MSRP. Pricing is quote-based for most SKUs, with retail/sale pricing for non-registered browsers and a transaction-based registered-account tier that adds account managers, order history, and online bill pay. The go-to-market is multi-channel — e-commerce, phone, dedicated account managers, catalog, and content marketing — and the company is led by CEO Jordan Lorenz, promoted from VP of Sales and Marketing in July 2026.
Dental City firmographics
Firmographics- Name
- Dental City
- Legal name
- ICP, Inc. d/b/a Dental City
- Website
- https://dentalcity.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Dental City is a privately held B2B e-commerce distributor of dental supplies, serving dental practices and DSOs across the U.S. and Canada with 300+ brand partnerships and a growing private-label line.
- Ownership category
- akta.pro rank
Dental City industry classification
Industry- Product category
- Dental Supply Distribution
- SIC
- Dental Equipment & Supplies (3843), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)
- akta.pro primary industry
- Oral Care Distribution (CRAOAEAJ)
- akta.pro secondary industry
- Orthodontic & Aligner Care (Cleaners, Cases, Wax) (CRABAFAH)
Keywords
Where Dental City is headquartered
LocationHeadquarters
- HQ city
- Green Bay
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Dental City business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales: B2B distribution of dental supplies including anesthetics, cements, disposables, gloves, impression materials, infection control products, preventives, X-ray supplies, burs, and more. Revenue generated through one-time product transactions with registered business accounts.
- Private Label Products: Sale of Dental City branded products including varnish, air/water syringe tips, orthodontic elastics, gloves, masks, gauze, cotton rolls, patient bibs, prophy angles, and sterilization supplies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail/Sale Pricing for Non-Registered Users |
| Transaction based/ take rate | Pay-as-you-go | Exclusive Account Pricing for Registered Customers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Dental City product offering
Product offeringCore offering
Dental City is a B2B distributor of dental supplies, selling both third-party manufacturer brands (3M, Dentsply Sirona, Septodont, Kerr, Ivoclar, Medicom, etc.) and its own Dental City private-label line (gloves, masks, gauze, cotton rolls, patient bibs, prophy angles, sterilization supplies, and more) to dental practices and DSOs. Products span anesthetics, cements, cosmetic dentistry, dental disposables, gloves, impression materials, infection control, preventives, X-ray supplies, and burs. Distribution is conducted via the dentalcity.com e-commerce storefront, phone ordering, and dedicated account managers who handle manufacturer promotion paperwork.
Product overview
Dental City is a dental supply distributor offering a comprehensive portfolio of dental supplies and equipment through an e-commerce platform. The company distributes both private-label Dental City branded products and products from third-party manufacturers. Their product portfolio spans major dental supply categories including: anesthetics, cements, cosmetic dentistry products, dental disposables, examination gloves, impression materials, infection control supplies, preventive care products, X-ray supplies, burs, and evacuation products. Private-label offerings include examination gloves (nitrile, latex, vinyl, chloroprene), face masks (ASTM Level 3), barrier films, gauze, cotton rolls, patient bibs, prophy angles, sterilization pouches, air/water syringe tips, aspirating tips, HVE tips, saliva ejectors, and cleaning solutions. The company also provides educational resources through its Dentistry Resource Center blog and Beyond the Operatory podcast.
Differentiator
Problem solved
Functional benefit
Products and services
- Dental Anesthetics Supply Category
Quantifiable outcome
- Enhance Revenue Collection By 35% More And Patient Satisfaction With An Automated Billing Experience
Companies that use Dental City
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Dental City technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Dental City partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Dental Trade Alliance (DTA)coreJordan Lorenz, Vice President of Sales and Marketing, joined the DTA Board of Directors in December 2025. DTA is a member-supported trade association of distributors, manufacturers, and service providers of the oral health industry with the common goal of improving the state of oral care.
- Group Dentistry NowminorCollaborative relationship featuring Dental City content and expertise in DSO industry publications and podcasts including 'Beyond the Operatory' podcast appearances and sponsored articles on procurement strategies.
- IMPACT Digital MarketingminorSolution partner providing customized dental marketing services to meet Dental City customer goals.
- Plan ForwardminorSolution partner specializing in turning uninsured patients into paying members who visit regularly, integrated as a value-add for Dental City customers.
Scale indicators3 records
Recent moves5 records
Expansion highlights8 records
Dental City competitors and assessment
Company assessmentBroad incumbents
- McKesson: McKesson is one of the largest healthcare distribution and supply chain companies in North America, distributing pharmaceuticals, medical-surgical supplies, and specialty products. Its overlap with dental distribution (via medical/dental supply categories) and its scale make it a broad incumbent adjacent to Dental City's niche.
- Cardinal Health: Cardinal Health is a broad U.S. healthcare distributor and manufacturer serving hospitals, pharmacies, and ambulatory providers across many categories. Although dental is a relatively small slice, its scale and procurement infrastructure make it a broad incumbent in adjacent medical/dental supply distribution.
- Medline Industries: Medline Industries is a large privately held manufacturer and distributor of medical-surgical supplies, with selective overlap into dental consumables and PPE. Its broad medical catalog and B2B distribution capabilities make it a broader incumbent comparable to Dental City's distribution model at much larger scale.
Direct peers
- Benco Dental: Benco Dental is a large privately held dental supply distributor serving U.S. practices and DSOs with a similar mix of consumables, equipment, and practice-management services. Its private ownership and broad product catalog make it one of Dental City's closest structural peers.
- Burkhart Dental: Burkhart Dental is a privately held dental supply distributor serving practices across the western and southern United States with consumables, equipment, and practice consulting. Its mid-sized private structure and product breadth make it a comparable competitor to Dental City.
- Patterson Companies: Patterson Companies is the second-largest dental distributor in North America, offering a comparable portfolio of consumables, equipment, and technology solutions to dental practices and DSOs. It competes head-on with Dental City for the same independent practice and DSO accounts.
- Henry Schein: Henry Schein is the largest global distributor of dental supplies and equipment, serving dental practices, DSOs, and laboratories. It is the closest direct competitor to Dental City in the U.S. dental supply distribution market, with overlapping product categories, customer base, and B2B e-commerce distribution model.
- Midway Dental: Midway Dental is a mid-sized dental supply distributor serving practices in the Midwest and broader U.S. with consumables, equipment, and digital workflow solutions. Its scale and B2B catalog model are closely comparable to Dental City.
Regional players
- Goetze Dental: Goetze Dental is a regional dental supply distributor serving practices in the Midwestern United States with a comparable catalog of consumables and small equipment. Its regional scale and private ownership make it a structurally similar peer to Dental City.
- Atlanta Dental Supply: Atlanta Dental Supply is a regional dental distributor serving the southeastern United States with a broad catalog of consumables, equipment, and small equipment for practices and DSOs. Its size and product mix are similar to Dental City, though its geographic focus is more concentrated.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Dental City social profiles
Digital presenceDental City financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dental City leadership team
Management profileNumber of profiles
Profiles2 records
Dental City funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dental City 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 Dental City
What does Dental City do?
Dental City is a B2B distributor of dental supplies, selling both third-party manufacturer brands (3M, Dentsply Sirona, Septodont, Kerr, Ivoclar, Medicom, etc.) and its own Dental City private-label line (gloves, masks, gauze, cotton rolls, patient bibs, prophy angles, sterilization supplies, and more) to dental practices and DSOs. Products span anesthetics, cements, cosmetic dentistry, dental disposables, gloves, impression materials, infection control, preventives, X-ray supplies, and burs. Distribution is conducted via the dentalcity.com e-commerce storefront, phone ordering, and dedicated account managers who handle manufacturer promotion paperwork.
Is Dental City a public or private company?
Dental City is a private company. It is classified as unknown and is currently operating.
When was Dental City founded?
Dental City was founded in 1993. It employs 101 to 250 people.
Where is Dental City based?
Dental City is headquartered in Green Bay, United States, in the North America region.
How does Dental City make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are private Label Products.
Who are Dental City's main competitors?
Broad incumbents on record are McKesson, Cardinal Health and Medline Industries. Direct peers are Benco Dental, Burkhart Dental, Patterson Companies, Henry Schein and Midway Dental. Regional players are Goetze Dental and Atlanta Dental Supply.
Does Dental City have an API?
No public API is recorded for Dental City.
What industry is Dental City in?
Dental City's product category is Dental Supply Distribution. Its primary akta.pro industry code is CRAOAEAJ, Oral Care Distribution, with a secondary code of CRABAFAH, Orthodontic & Aligner Care (Cleaners, Cases, Wax). Its SIC code is 3843.