Smile getting broader for Gold Coast company HiSmile

TWO Gold Coast entrepreneurs at the helm of a teeth-whitening business are set to turnover $50 million this year — the same amount the company did in its first three years.

MERMAID Beach e-tailer HiSmile, which markets teeth-whitening products to young women, is expanding its office space as it seeks to reach $100 million in sales by year’s end.

The business, which has become well known due to its use of celebrities to market products on social media, was founded by Nik Mirkovic and Alex Tomic in 2014.

It reached $10 million in online sales after 18 months and $50 million after three years. Chief operating officer Justin Gaggino said it expects to reach $100 million in sales by December.

The plan is to have the fit-out for 500/sq m of additional office space at the Mermaid Beach Shopping Centre complete before the Christmas sales rush.

Gold Coast millionaire businessmen Nik Mirkovic and Alex Tomic from HiSmile at their new office in Mermaid Beach. Picture: Adam Head

It will be a large expansion of its current 1000/sq m-plus space, which includes a shooting studio and boardrooms.

“We need the office space to accommodate our growing team,” he said.

“We have 50 staff and we need 100 by the end of the year.

“Currently, we’re in the design phase for the office space, and the fit-out will commence after that.”

GET FULL DIGITAL ACCESS FOR 50C A DAY

HiSmile moved to the Mermaid Beach Shopping Centre, which is situated on the eastern side of the Gold Coast Highway, in July last year following a $300,000 fit-out of the space which was formerly home to Dick Smith electronics.

Gold Coast millionare businessmen Nik Mirkovic and Alex Tomic from HiSmile at their new office in Mermaid Beach. Picture: Adam Head

Mr Gaggino said the new space, which is not adjacent to, but one door down from, the current premises, will be used for staff from a number of departments including marketing, customer experience, and administration.

He said HiSmile would be recruiting for staff across all departments.

“We are recruiting now, but coming closer to the sales push in December, that is when we will accelerate that process.”

Mr Mirkovic said 2018 is a big year for the rapidly-expanding company.

“One of the keys to such rapid success has been identifying and understanding our target audience first, then putting our efforts into marketing,” he said.

Mr Mirkovic and Mr Tomic started HiSmile with just $20,000 after seeing a gap in the market for teeth-whitening products.

A breakthrough came when reality star Kylie Jenner posted a photo of herself using their device to more than 95 million followers on Instagram.

The products, which are manufactured in Hong Kong, China, and Belgium, are sold worldwide into countries including the US, the UK and Canada.