Mj2 wins contract for 1st Dental PR

AIM-listed dental laboratory firm 1st Dental Laboratories has brought in financial PR firm mj2 on an eight-week contract to handle financial comms and trade press media relations.

The company, which is the UK’s only listed dental laboratory firm, originally engaged mj2 to handle the 15 April placing of ten million ordinary shares in 1st Dental at 25p a share. The offering raised £2.5m.

Mj2 director Richard Sunderland and co-founder Tim McCall are also handling communications around 1st Dental’s subsequent acquisition of Sheffield-based dental laboratory Advan-ced Restorative Techniques, which was finalised last week.

1st Dental has said that it plans to make a total of three acquisitions by the end of 2004. The company hopes the expansion will improve its product range and purchasing power, and strengthen its position so that it can supply larger clients.

1st Dental executive chairman Andrew Garner said the firm wanted to highlight the business’s profitability when compared to other dental companies, and in particular focus on its increasing earnings per share.

Garner founded 1st Dental in 2000. The company makes dental prosthetics, crowns, bridges, braces and fillings.

1st Dental was listed on AIM in 2002. The company’s previous financial communications adviser was Capital PR. The group was set up as a holding company comprising corporate laboratories ADS and GAC. 1st Dental’s business model is based on acquiring smaller laboratories that have difficulty with remaining competitive because of new technology and legislation.

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