Open Shakes Up the Orthotics Industry with Orthotics Direct Rebrand

Orthotics Direct, a new DTC company, will offer quality orthotics for half the price in half the time direct to consumers. With a disruptive business model in place, Orthotics Direct came to Open wanting an equally disruptive brand. Open liked the idea so much that they decided to invest in Orthotics Direct through their investment arm Alchemy. 

Like the prescription glasses industry over a decade ago, this is a category that is often cost prohibitive and clinical. With the launch Open set out to democratise foot care. Orthotics are not a luxury but a necessity for many people. By providing people custom orthotics at half the price, OD is making them truly accessible. 

“Orthotics Direct is simpler, faster and half the price, the brand needed to reflect that. The tone of voice is simple, adult to adult with a side of playfulness“ said Martin Beauvais partner at Open. 

“We are thrilled to be partnered with Orthotics Direct. Like Warby Parker or Smile Direct Club, there is a real opportunity to disrupt this category” said Christian Mathieu, partner at Open. 

Orthotics Direct, is Alchemy’s fourth investment.