*By Madison Alworth* After shipping dental implant kits and teeth aligners directly to consumers for almost 10 months, the teeth alignment company Candid Co. has opened its first retail location in New York, the start-up's largest market. The year-old teeth alignment company had prided itself on being able to reach consumers anywhere in the country, but opening a brick-and-mortar store was a clear next step, said the co-founder and CEO Nick Greenfield. "Within the first couple weeks of launching we heard from customers that they wanted to come in and touch and feel the product," Greenfield said in an interview with Cheddar. "We launched the Candid Studio with that in mind." Greenfield said that the new store will make the company's teeth alignment products more accessible to some potential customers who may be intimidated by trying something at home by themselves. "It really opens up a totally different segment, who are folks who maybe wouldn't do something at home, but they feel comfortable coming in and then having the experience in the studio," he said. "And then they can walk out and do the rest of the treatment from home." Candid works with trained orthodontists with an average of 20 years experience, according to the company. The service, which includes dental impressions, progressive sets of teeth-aligners, and fitted retainers for life, costs about $2,000. That's comparable with competitors, such as Smile Direct ($1,850 - $2,170), and less than traditional braces, which can cost up to $7,000. For the full interview, [click here](https://cheddar.com/videos/candid-co-differentiating-itself-in-the-crowded-teeth-alignment-space).
