What Anthos does

Anthos Australia (Anthos In Australia Pty Ltd) is the exclusive Australian distributor of premium Italian-made dental equipment under the Anthos and MyRay brands, both owned by Italian conglomerate CEFLA Medical Group. Founded in 1980 and headquartered in Carlton, Melbourne, the company distributes dental chairs, intraoral X-ray systems, panoramic and 3D CBCT imaging units, sterilisation equipment, cabinetry and complementary dental consumables to dental practices across Australia through direct field sales, showrooms, and a network of regional managers covering Victoria, New South Wales, Queensland, South Australia, Western Australia and Tasmania.

The product portfolio spans entry-level to flagship dental chairs (Classe A3, A5, A6, A7, C9, R7, L6, L9 series), the MyRay imaging family (ProXIma X6, Hyperion X5/X9 Pro, RX DC, RX DC Hypersphere, Hy-Scan, 3Di IOS, DCIII sensor), sterilisation equipment including autoclaves and the Tethys thermal disinfector, the Neowise AI-enabled imaging software platform, and complementary distributed brands (Edarredo cabinetry, Cattani air systems, Bien-Air and MK-Dent handpieces). Underlying technology includes proprietary hygiene and infection control modules (W.H.E., BIOSTER, A.C.V.S., S.H.S., O.D.R.), patented imaging components such as the Hypersphere ball-joint head with 0.4mm focal spot, and AI capabilities for anatomical identification, cephalometric tracing and smile design simulation. Pre-configured surgery packages combine these offerings at three tiers priced from $68,800 to $104,500 (ex GST).

The business operates a direct-to-customer distribution model with three revenue streams: hardware sales of chairs and imaging systems, professional services covering surgery design and fitout, and managed services with a one-hour response commitment. Customers range from single-chair private practices to multi-location enterprise accounts such as Smile Solutions (50+ Anthos chairs serving 200,000+ patients), Core Dental Group (20+ chairs across six locations), Harbour Radiology (four MyRay X-5 units in NSW) and government clinics such as Grampians Health Ballarat. Go-to-market combines regional field sales managers, physical showrooms in Melbourne and Sydney with virtual showroom tours, industry event participation (ADX Brisbane 2025), SEO-driven content marketing, and customer referral and word-of-mouth within the dental profession.

Name

Anthos

Legal name

Anthos In Australia Pty Ltd

Website

https://anthos.com.au

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Anthos Australia is the exclusive Australian distributor of premium Italian-made Anthos dental chairs and MyRay imaging systems (both CEFLA Medical Group brands), serving dental practices nationwide through direct field sales, Melbourne and Sydney showrooms, and surgery design services since 1980.

Ownership category

akta.pro rank

Product category

Dental Equipment Distribution

NAICS

Dental Equipment and Supplies Manufacturing (339114)

SIC

Dental Equipment & Supplies (3843), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Dental Implants & Prosthodontic Components (Implants/Abutments/Prosthetics) (HLAHAEAE)

Keywords

• Dental equipment
• Dental chairs
• Dental imaging
• Sterilisation equipment
• Surgery design

Headquarters

HQ city

Carlton

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Dental Equipment Sales: Sale of premium Italian-made dental chairs, dental units, and equipment. Products include Anthos dental chairs (Classe A, R, L series), MyRay imaging systems, Anthos sterilisers, and related accessories.
2. Surgery Design Services: Complete surgery design and fitout services including layout planning, CAD design, equipment specification, and installation coordination with architects and builders.
3. Service and Maintenance: Ongoing service support, maintenance, and technical assistance for installed equipment with one-hour response time commitment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Anthos Australia distributes premium Italian-made dental chairs (Anthos Classe A, R, L, and C series), MyRay imaging systems (intraoral X-rays, OPG, and 3D CBCT scanners), and Anthos sterilisation equipment to dental practices across Australia. The offering is supported by surgery design and fitout services, pre-configured multi-tier equipment packages, Edarredo cabinetry, Cattani air systems, and handpieces from Bien Air and MK-Dent, all delivered with nationwide service support and a one-hour response commitment.

Product overview

Anthos Australia distributes premium Italian-made dental equipment across Australia as the exclusive distributor of Anthos dental units and MyRay imaging systems, both part of CEFLA Medical Group (established 1932). The portfolio is organized as an integrated ecosystem centered on dental chairs and imaging solutions that work together from day one. Core offerings include the Anthos dental chair range spanning entry-level A3/A5 models through to flagship L9/L6 systems, plus the C9 with touch screen and voice control, and the adaptive R7 with modular design. MyRay imaging provides complementary intraoral X-rays, OPG, 3D CBCT systems (ProXIma X6, Hyperion X5, Hyperion X9 Pro), phosphor plate scanners, and intraoral scanners. The portfolio extends to Anthos sterilisation equipment (Platinum, A Plus, A Series autoclaves; Tethys thermal disinfector; Millseal thermosealer), Edarredo cabinetry, Cattani air technology, and Bien Air/MK-Dent handpieces. Pre-configured surgery packages (Starter, Professional, Premier tiers) combine multiple products for complete practice setups. Software includes Neowise AI platform for diagnostics and treatment planning, iRYS for imaging, and RealGUIDE for implant planning. Integration across the range enables DICOM connectivity with practice management software and remote monitoring via Di.V.A. and Easy Check systems.

Differentiator

Problem solved

Functional benefit

Brands

• Anthos: Premium Italian-made dental chairs and dental units including Classe A, R, and L series.
• MyRay
• Edarredo

Products and services

• Anthos Dental Chairs (Classe A, R, L, and C series)

Quantifiable outcome

• One-hour response time for service queries
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability6 records

Feature9 records

Partnerships

Six partnerships are on record, tiered core and minor.

• CEFLA Medical GroupcoreOEM/ Whitelabel/ Licensing PartnerAnthos Australia is the exclusive Australian distributor for Anthos dental units and MyRay imaging systems, both brands owned by CEFLA Medical Group (Italy). CEFLA Medical Group was established in 1932 and is a global leader in dental technology, combining innovation with product excellence.
• MyRaycoreTechnology or IntegrationMyRay is CEFLA's specialist imaging brand distributed in Australia by Anthos Australia. Products include intraoral X-rays, CBCT scanners, panoramic imaging, and AI-powered Neowise software. Both brands work as one integrated system.
• EdarredominorChannel Partner/ Reseller/ DistributorItalian cabinetry brand imported and distributed by Anthos Australia. Edarredo combines premium craftsmanship with flexible configurations for dental practice fitouts.
• CattaniminorChannel Partner/ Reseller/ DistributorGlobal leader in dental suction and compressed air systems. Cattani's energy-efficient solutions feature advanced noise reduction and amalgam retention, sold through Anthos Australia.
• Bien-AirminorChannel Partner/ Reseller/ DistributorSwiss family-owned specialist in rotary instruments and medical systems. Founded in 1959, Bien-Air's dental handpieces, micromotors, and implant solutions are sold through Anthos Australia.
• MK-DentminorChannel Partner/ Reseller/ DistributorGerman manufacturer of precision dental handpieces and instruments. Known for performance and durability, MK-Dent turbines and contra-angles are sold through Anthos Australia.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Henry Schein: Global dental and medical distribution incumbent with operations in Australia; sells dental equipment, chairs, imaging, and consumables to practices — competing head-on with Anthos Australia across product categories including chairs, imaging, and sterilization.
• Patterson Companies: Major North American dental and animal health distribution company offering equipment, consumables, and software — operates as a broad-line dental distributor analogous to Anthos Australia's distributor model.
• Dentsply Sirona: World's largest dental equipment manufacturer with a full chair, imaging, instruments, and CAD/CAM portfolio; competes with Anthos/MyRay directly across dental chairs, intraoral X-rays, and CBCT categories in Australia.
• Envista Holdings (KaVo Kerr): Dental equipment conglomerate owning KaVo, Kerr, and Nobel Biocare with global manufacturing of chairs, handpieces, and imaging — overlapping heavily with Anthos Australia across chair, instrument, and imaging categories.

Direct peers

• W&H Group: Austrian dental equipment manufacturer of handpieces, sterilization (Lisa), and surgical units — directly comparable to Anthos's handpiece (Bien-Air, MK-Dent) and sterilization lines.
• Planmeca: Finnish dental equipment manufacturer offering integrated dental chairs, 2D/3D imaging, and CAD/CAM with a global distribution footprint — directly comparable to the Anthos+MyRay chair-and-imaging integrated stack.
• A-dec: US-based premium dental chair and equipment manufacturer sold through regional dealers in Australia — the closest direct competitive analogue to Anthos's premium Italian dental chair positioning.

Emerging players

• NSK Oceania: Japanese manufacturer of dental handpieces, rotary instruments, and small equipment with active Australian distribution — overlaps with Anthos Australia's Bien-Air and MK-Dent handpiece portfolio.
• Vatech: South Korean dental imaging manufacturer specializing in CBCT and panoramic X-ray systems — a direct competitor to MyRay's CBCT/OPG portfolio in the Australian market.

Regional players

• Benco Dental: Largest privately-held US dental distribution company selling equipment, consumables, and technology to practices — a comparable dental equipment distributor model though primarily serving North America rather than Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Anthos