DSN Makes Its Global 100 Celebration an Event to Remember

by DSN Staff

Click here to order the June 2017 issue in which this article appeared or click here to download it to your mobile device.


2017 DSN Global 100 List
2017 Profiles
DSN Makes its Global 100 Celebration an Event to Remember
Frequently Asked Questions about the Global 100 Ranking
By The Numbers


Leadership: It Works! CEO Mark Pentecost: On the Road to Legendary
Leadership: Isagenix’s Jim & Kathy Coover: Agents of Change
Growth: Jeunesse: Forging an Uncharted Path to Billion-Dollar Growth

In appreciation of those companies that lead the way in offering an unparalleled opportunity for individuals to start their own businesses through shared connections, Direct Selling News honored the group during its eighth annual DSN Global 100 Celebration. The awards ceremony and dinner, held April 19 at the InterContinental in Dallas, served as the backdrop for the unveiling of our exclusive ranking of the top revenue-generating companies in direct selling.

DSN’s Lauren Lawley Head and John Fleming hosted nearly 400 executives from around the world. In fact, the Global 100 list represents companies based in 17 countries this year and is a collective effort to show the impact and potential of the $183.7 billion direct selling industry.

“Each year, the DSN Global 100 gives us an opportunity to recognize the leading companies in direct selling today,” said Lauren Lawley Head, Publisher and Editor in Chief of Direct Selling News. “The companies on the list represent a wide range of products and services, but they share a passion for developing a community of independent business owners who share those products and services with customers in their personal networks. It is a unique and powerful distribution channel.”

Fleming added, “The announcement and reveal of the top 100 Direct Selling Companies in the world is a most exciting moment in our year! Congratulations are always extended to those companies who are listed.”  He continued, “The DSN Global 100 is not a competition, it is a listing. The privately held companies who voluntarily submitted their certified revenue for the previous year contribute to the transparency needed to constantly inform a global audience of the impact direct selling companies are making on economies and individual lives around the world.”

For the fifth consecutive year, Ada, Michigan-based Amway claimed the top spot as the No. 1 direct seller in the world, with $8.8 billion in revenue in 2016. The company is truly a global giant, with a large portfolio of brands—including the best-selling nutritional brand in the world, Nutrilite, skincare brand Artistry, as well as the XL Energy Drink business. Amway does business in over 100 markets through more than 3 million independent Amway business owners.

In attendance and accepting the award on behalf of Amway was Jackie Nickel, Chief Marketing Officer of the Americas.

“We’re truly honored to be recognized as a leader in this great industry,” Nickel said. “We credit such a privilege to our millions of Amway Business Owners worldwide, who are at the heart of our business.”

Special Guests

DSN welcomed very special guests to the dinner, esteemed members of Direct Selling Association’s Hall of Fame and the Direct Selling Education Foundation’s Circle of Honor: Charlie Orr, CEO of Canada’s Immunotec; Brian Connolly, CEO of AdvoCare; Stan Fredrick, Chairman of the Board, Mannatech Inc.; and our own John Fleming.

Also in the audience was President of the Direct Sellers Association of Canada James Smith and Chairman of the Direct Selling Education Foundation Dave Wentz.

DSN Global 100

In all, the Global 100 companies achieved more than $82 billion in net sales in 2016, up a fraction from 2015.

The Top 10 companies achieved $40.53 billion in revenue, with the total number of salespeople at about 24 million. It is also a testimony to the power and strength of the direct selling channel that a number of companies reached milestones in 2016. Ten companies grew $100 million or more last year, and 22 companies each reported annual revenue of $1 billion or more.

TextJackie Nickel, Chief Marketing Officer of the Americas at Amway, accepts the night’s top prize for the company, which placed No. 1 on the Global 100.

By region, there were 46 companies from North America in the Global 100; five from South America; nine from Europe/Africa; and 40 from Asia/ Asia-Pacific. A total of 17 countries were represented on the list—Brazil, China, Colombia, Cyprus, France, Germany, India, Japan, Malaysia, Mexico, New Zealand, Peru, Russia, Singapore, Switzerland, the United Kingdom and the United States.

Companies appearing in the ranking for the first time included Quanjian from China (No. 8); Marketing Personal from Colombia (No. 81); Global Ventures Partners from the U.S. (No. 92); and Shinsei from China (No. 99). Companies returning to the list were JoyMain from China (No. 13); SUN HOPE from China (No. 23); LegalShield from the U.S. (No. 43); Faberlic from Russia (No. 48); Merro International from China (No. 56); KK Assuran from Japan (No. 64); New Image Group from New Zealand (No. 86); Vestige Marketing from India (No. 91); Immunotec Research from Canada (No. 96); Nefful from Singapore (No. 97); and Captain Tortue Group from France (No. 98).

The Bravo Awards

Each year, the DSN Global 100 celebration endeavors to recognize an industry executive who embodies exceptional leadership qualities that have propelled his or her company to extraordinary new heights. Whether it is inspirational vision that has built solid corporate cultures, innovation that has strengthened the company infrastructure, or creativity that has created new opportunities for independent business owners, our Bravo Leadership Award aims to acknowledge such achievements of a direct selling leader.

This year, one recipient for the Bravo Leadership Award was simply not enough, for there were two remarkable stories that unfolded. The first Bravo Leadership Award was presented to Jim and Kathy Coover, co-founders of Isagenix and a leadership team that has grown their business 247 percent over the past five years, propelling the company into the Top 30 of the DSN Global 100 with $924.3 million in annual revenue. The team recently celebrated their 15th year in business

“As leaders, I think we have an incredible opportunity to step up and demonstrate to the world what a powerful distribution channel we are, and more importantly, what a powerful agent of change we can be,” Jim said. “We have always tried to stay true to our motto of ‘if it isn’t right for our associates and customers, it isn’t right for the company.’ ”

The second recipient of this year’s Bravo Leadership Award was Mark Pentecost, Founder and CEO of It Works! His wellness company did not enter the Global 100 ranking until 2012, when it debuted at $200 million, but over the past four years, the team at this company has grown its revenue 274 percent, reaching No. 33 with $686 million.

TextDebbie Coffey, who accepted Avon Products’ award for its No. 2 ranking on the Global 100, reinforced the importance of companies helping people change their lives.

Leading It Works! to exponential growth during the past few years was reason enough to recognize Pentecost; however, the way in which this former math teacher and basketball coach has taught his team to “live on the offensive” is truly inspirational. As he shares with the audience his personal—and victorious—battle with cancer, he tells a very compelling story of the individual courage to face life’s toughest challenges head on, while doing so with an abundance of integrity and grace

“My team had big plans for 2016, having to deal with cancer wasn’t one of them,” he said. “We can’t plan for every obstacle that is thrown our way, but we can put the team in place and surround ourselves with the best people. When something is thrown your way, you have the support to handle it.”

Pentecost still has big plans for It Works! and for how he and his team can impact the world by being positive change makers. “Good is having a strong company. Great is increasing profits or opening new markets. But legendary is changing the lives of people who need it the most,” he said.

Youth enhancement brand Jeunesse received the Bravo Growth Award for its increase in annual sales by $1 billion over a two-year period—from approximately $400 million in 2014 to $1.4 billion in 2016. It debuted on the Global 100 in 2012 with $65 million in sales, breaking into the top 20 of the Direct Selling News Global 100 list in 2015 and advancing to the No. 14 spot this year with $1.41 billion in net sales. Based in Lake Mary, Florida, the company sells its anti-aging products and nutritional supplements in 140 global markets.

Chief Visionary Officer Scott Lewis accepted the award and commented, “We are pleased to have been chosen by Direct Selling News as their 2017 Bravo Growth Award recipient and appreciate this meaningful recognition. In addition, it is truly an honor to be listed among the top 15 companies in our industry, and we are grateful for the hard work and dedication of our Jeunesse family from across the globe, who we congratulate for making this accomplishment possible.”

Direct Selling News’ Lauren Lawley Head and John Fleming toast the Global 100 honorees.

Impacting Lives for Better World

Debbie Coffey, Vice President, Corporate Communications, New Avon LLC, who accepted Avon Products’ award for its No. 2 ranking on the Global 100 with sales of $5.70 billion in 2016, reinforced the importance of companies helping people change their lives. She is also an Avon Foundation board member.

“Thank you Direct Selling News for this recognition of Avon Products, Inc. performance in 2016. We owe our success to our 6 million Avon Representatives around the world who are changing their lives and the lives of those around them through the Avon opportunity. They are our greatest motivation and inspiration,” said Coffey.

TextMarily Penttinen accepts Mary Kay’s award for placing No. 5 on the Global 100.

“2016 was an exciting year for us at Avon, It was our 130th anniversary, and, as an Avon Foundation Board Member, I am very proud to share that it was the year we reached $1 billion raised globally for women’s causes,” added Coffey, who is also an Avon Foundation board member. “We are so proud to give women living with breast cancer and domestic violence help for today and hope for tomorrow.”

Jackie Nickel, who accepted Amway’s award for No. 1 direct seller in the world, spoke too about purpose and the efforts the company takes to have a positive impact on people’s lives.

“This award is a testament to the work we do each and every day to help people live better lives, discover their potential and achieve their goals,” she said.

The following companies sponsored tables at the DSN Global 100 Celebration:

Platinum Table Sponsors – ACN, Amway, Isagenix, It Works!, Jeunesse, New Avon, Total Life Changes and World Global Network; Gold Table Sponsors – AdvoCare, Ambit Energy, Mannatech, Mary Kay, MONAT, Oriflame, Plexus Worldwide, SeneGence, Stream, WorldVentures, Young Living and Zurvita.

This year, six special suppliers also chose to support Direct Selling News in sponsorship of the banquet: SUCCESS Partners, Avalara, Exigo, Hyperwallet, InfoTrax and Multi Image Group.


The September 2016 issue of Direct Selling News is available!

Cover Story

Keys to Success part 1: Customer Acquisition

by Andrea Tortora

Of all the misinformation about direct selling, perhaps the most often repeated—even by those who work most closely in the field—is the description of direct selling as an industry. Read more…

Celebrating success is a hallmark of direct selling, and we have two opportunities for you to recognize the great work being done by your corporate teams. Read more…

Like the pink Cadillacs it awards to top sellers, today’s Mary Kay retains a classic feel while embracing innovative thinking and design. Read more…

When husband and wife team Mark and Tracy Jarvis set out to launch their own company, they had listened to numerous suggestions for the name until “zurvita” was proposed and immediately touched and won them over. Read more…

In the year 1855, Reverend J.R. Graves started a mail order company selling books, religious tracts and Bibles. Read more…

It’s another year and you’re gearing up for your convention. Read more…

Over the past decade, rapid developments in technology have fundamentally changed how direct selling organizations operate. Read more…

The speculation started immediately. As soon as the news—Herbalife Settles with FTC—began popping up on mobile alerts and news outlets early Friday morning, July 15, observers inside and outside the direct selling channel began scrambling to understand the bigger picture. Read more…

The U.S. Direct Selling Association held its Annual Meeting in Phoenix, Arizona, June 5 to 7, bringing together direct selling company executives, academics, suppliers and global direct selling leaders for collaboration and conversation about the trends shaping the channel. Read more…

The direct selling industry is at a critical juncture in its long history. Read more…

The role of the U.S. Direct Selling Association (DSA) has never been more clear: to serve as a “listening post,” a place to collect, analyze and address the aspirations and concerns of the direct selling channel. Read more…

For more great stories, please click on our subscription button and subscribe to DSN

Direct Selling News Honors Oriflame Chief with 2016 Bravo Leadership Award

Photo: Magnus Brännström, CEO and President of Oriflame, addresses his direct selling peers at the 2016 DSN Global 100 Celebration. (Jason Kindig)

Direct Selling News on Thursday named Magnus Brännström, CEO and President of Oriflame, the recipient of the 2016 DSN Bravo Leadership Award.

Each year, the award goes to one direct selling executive who embodies exceptional leadership qualities—providing inspirational vision for their company, motivating their teams toward a common goal, serving others by equipping them to do the best job possible, and especially by empowering them to reach new heights.

Lauren Lawley Head, Publisher and Editor in Chief of Direct Selling News, and John Fleming, the publication’s Ambassador, presented the award to Brännström at the 2016 DSN Global 100 Celebration, held Thursday evening in Dallas. Brännström delivered the keynote address at the event, which marked the unveiling of the DSN Global 100, a list of the top revenue-generating direct selling companies in the world, as well as a regional subset of the list known as the North America 50.

This year’s Global 100, led by Ada, Michigan-based Amway, hail from 17 different countries and represent aggregate revenue of $82 billion. Under Brännström’s leadership, Oriflame has perennially ranked among the top companies on the list, and this year is no exception. The Swiss beauty company came in at No. 14 with annual revenue of $1.35 billion.

Brännström began his direct selling career in 1997, serving in executive posts in Russia, the Baltics and Asia as he worked his way up the corporate ladder. He became CEO of Oriflame, a legacy direct selling company, in 2005 and has continued to lead the business through a dynamic period of technological and geopolitical change. Oriflame now operates in 60 countries—Russia being its biggest market—through a network of more than 3 million consultants.

Like all Bravo Leadership honorees, among them Ambit Energy’s Jere Thompson and Amway’s Doug DeVos, Brännström has exhibited a vision for the future that extends beyond any one company. He is a fierce advocate for the direct selling channel as a whole, and former Chairman of the Board for Seldia, the European Direct Selling Association.

Nerium Achieves Sales of $1B in Less Than Four Years

Nerium International today announced it has surpassed $1 billion in cumulative revenue in under four years of business. According to Direct Selling News research, the anti-aging company is one of the industry’s fastest ever to reach the billion-dollar milestone.

The announcement comes on the heels of Nerium’s ranking as the No. 1 consumer products and services company and the No. 12 company overall on this year’s Inc. 500, a list of the fastest-growing private companies in America.

“When we started this company almost four years ago, we knew we had something very special,” Jeff Olson, Nerium Founder and CEO, said in a statement. “That we’ve sold over $1 billion of product in four short years is a testament to the incredible products and opportunities Nerium has to offer. I’m extremely proud of what we’ve accomplished—we’ve changed thousands of lives for the better.”

Dallas-based Nerium launched in August 2011 with just one product in its portfolio. After topping sales of $100 million in its first year, the company began expanding its line of anti-aging products and opening international markets. Nerium now operates in Canada, Mexico and South Korea; however, 95 percent of total sales have come from the U.S.

“Nerium has been on the fast-track for growth since its launch,” said Direct Selling News Publisher and Editor-in-Chief Lauren Lawley Head. “The company is one of the youngest ever to break into the Top 40 of the DSNGlobal 100 list of the world’s largest direct selling companies, was among the fastest-growing of the Global 100 companies last year, with a net sales increase of 84 percent, and was one of only 16 companies to grow by $100 million or more.”

View the full release from Nerium.

Note from the General Manager, December 2014

by Lauren Lawley Head

Click here to order the December 2014 issue in which this article appeared or click here to download it to your mobile device.

2014: A Year of Growth

LaurenI’m writing this letter from my hotel room in marvelous Rio De Janeiro, home to the 2014 World Congress of the World Federation of Direct Selling Associations. The event has brought together approximately 400 people from companies based around the world, all united for one purpose: supporting the direct selling path of entrepreneurship and the opportunity it presents to people from all walks of life. It also serves as time to reflect on the state of our community today: the challenges we face, the lessons we’ve learned and the opportunities ahead.

There’s no question that direct selling is enjoying a period of growth. Direct selling companies generated combined revenue of $180 billion worldwide in 2013, with the World Congress host country alone reporting 7.2 percent growth. As writer Judith Emmert explores in our cover story, beginning on page 16, more than a dozen U.S. companies have surpassed $500 million in annual revenue this year and are continuing to climb toward the $1 billion peak. During the reporting for the cover story, USANA President Kevin Guest told us, “As we knock on the door of $1 billion, most of our challenges have related to becoming a $1 billion organization before we actually hit that level of sales. This means that we need to think, act and behave like a $1 billion organization before we can become one.”

Here at Direct Selling News, 2014 included a number of significant initiatives designed to support growth throughout direct selling. First and foremost was our groundbreaking survey work conducted with the team at Harris Poll. We began the relationship by commissioning Harris Poll to conduct a survey in the spring answering the question: How prevalent are direct selling products in the United States. (The answer: Very! Two-thirds (66 percent) of adults—an estimated 156 million people—have ever made a purchase from a direct seller. One-third (34 percent) have done so in the past six months.) In late August, we went back to the field with a more in-depth study examining both direct selling consumers and distributors, and we look forward to continuing to bring you more in-depth analysis from this exclusive research. During the year, we also published a special insert in The Wall Street Journal, crafted to communicate the positive attributes and dynamic nature of direct selling with the Journal’s high-level audience, and a special edition during the U.S. Direct Selling Association’s Annual Meeting, highlighting the event’s content and awards.

It was my privilege to join the Direct Selling News team in February, and I look forward to continuing to expand our work as we head into 2015. I could not have asked for a more gracious welcome and am particularly thankful for the continued support and guidance of Publisher and Editor in Chief John Fleming. The stories of companies dedicated to serving as beacons of hope and opportunity through direct selling throughout the world are captivating.

Until next time, I wish you and your teams a holiday season filled with joy.

All the best,

Lauren Lawley Head
General Manager

Letter from John Fleming, November 2014

Click here to order the November 2014 issue in which this article appeared or click here to download it to your mobile device.

John FlemingNovember is always a special month! Gratitude flows as we move closer and closer to the designated day of Thanksgiving across the United States of America. Thanksgiving was essentially a harvest-related festival, a special day to acknowledge gratitude for a successful year of planting and reaping the food so essential to the lives of the people. Though Thanksgiving is said to have originated in America, a number of other countries celebrate harvest-related festivals with different names. Therefore, even though November may not be the month to celebrate Thanksgiving in other parts of the world, we take this moment to share with friends everywhere our gratitude for your friendship and partnership during the past year. We may not be exactly like the farmers who originally selected a special day to celebrate the harvest of crops, but in many ways we share our gratitude for the abundance of so many things—friendships and business relationships, businesses that offer the opportunity of harvest through salaries and wages for employees, and the entrepreneurs who come to the direct selling business model as a way to make some of their dreams come true… the business harvest of earnings.

This November also marks a special moment in time for Direct Selling News. I have served as Publisher for 105 months and have contributed to this page 104 times. It has been nothing less than one of my life’s most extraordinary pleasures! To serve with some of the greatest people I have met and publish many of the stories that needed to be told, and to be able to do it out of a commitment to be nothing less than a trusted journalistic resource that would add to the credibility and image of an industry you love so dearly…it just does not get any better! I am not leaving Direct Selling News, but the torch is being passed. Lauren Lawley Head was hired at the beginning of the year to lead the DSN effort to even bigger places and create even greater impact, not only here in America but eventually around the world. Lauren has the experience having been involved directly with business journals in major cities in the country, most recently as Editor of Dallas Business Journal. She is more than qualified. Her contributions as new General Manager, in a very short period of time, have been many! You have heard from her in previous issues, and it is now time to bring her to what I will refer to as the main stage… this page. I know you will enjoy Lauren’s insights and perspectives, and I will continue to share from time to time in other parts of the magazine.

As mentioned earlier, November is always a special month! This particular November has an even greater treat in store as we are delighted to release the top-line findings from the most recent research conducted on the direct selling industry, commissioned by Direct Selling News and conducted by Harris Poll. Lauren, as a new member of our staff, took the lead position on this project, which quickly became the most extensive research project ever conducted by Direct Selling News. Back and forth we went with the researchers to develop the right questions to truly explore both consumer attitudes and those of independent contractors. Over the past several months, we finally arrived at the questions. Once the questions were finalized, we anxiously awaited the completion of the process and the resulting data that was to be derived. The day we received the first round of data, joy would be the one word I might use to describe our enthusiasm! We had real data to share that reflects the population in its entirety. Our friends at DSA were made aware of the findings immediately, and we will work together to explore the many ways this valuable information can be used for the benefit of all of you! Enjoy the cover story in this issue… it’s all about the real direct selling industry!

We, like all of you, are busy preparing to close another year. It has been a good one for us because, once again, we were able to tell the stories that needed to be told. As we approach the new year, you can look forward to more from Direct Selling News. New pathways will be charted by Lauren, bringing even greater value to those we cherish and serve. Simply put… in 2015 DSN will bring you more!

Save the date, April 8, to join us in celebrating the sixth DSN Global 100 banquet! The event has grown each year with over 300 industry executives attending last year. A special and classy evening of reception and programing will also include recognition of special achievements during 2014.

On behalf of all of the DSN staff, please know that we are always grateful for the opportunities we experience in sharing the stories you create. To our supplier friends—our customers, the fuel that allows us to make it all happen—and to all of you who read this magazine, Happy Thanksgiving to each of you!

Until next month… enjoy the issue… and go Lauren!

John Fleming
Publisher and Editor in Chief

Letter from John Fleming, September 2014

Click here to order the September 2014 issue in which this article appeared or click here to download it to your mobile device.

It’s Fourth Quarter!

Conventions and annual meetings have served to inspire. A few hundred thousand lives have been personally touched by the many corporate events of the past few months. Last month, in this column, we provided an optimistic outlook on 2014 direct selling industry performance based on our collective observations and views.

John FlemingOn July 28 the research team supporting the World Federation of Direct Selling Associations posted their worldwide results for 2013. Total global retail sales were $178.5 billion for 2013, up 8.1 percent from 2012’s total of $165.2 billion. The number of independent contractors globally rose as well, up 7 percent to 96.2 million. (To see the full global statistics go to www.wfdsa.org) This data also confirmed our outlook—direct selling is growing as a channel of distribution around the world! We should really expect no less. Any channel of distribution that can serve to engage people from basically all walks of life has to be considered for its relevancy during times of growing interest in entrepreneurship. The strengths of this most unique channel of distribution are many, and over the past year much more attention has been directed toward the industry. Therefore, as we now move through the final quarter of the year, projections for year-end results will begin to set the stage for reflections on what we have learned from 2014 in particular. We certainly believe the number of media impressions about direct selling is probably up over prior year. There is always a mix of opinions, and there is no way to quantify the balance between positive and negative press—there is always some of both. Local and niche media have actually done an excellent job on many occasions of publishing some very impressive and positive stories. And, I might add, DSN published an excellent insert that was distributed in The Wall Street Journal (reprints are still available).

As we (DSN) reflect on this past year, in particular, the following thoughts appear to be noteworthy:

  1. Journalists covering direct selling need to be encouraged to keep an appropriate balance between the stories that are a reflection of the best of the industry and those that show concern about the direct selling business model and how it is being utilized and promoted. This is an industry that self-regulates probably better than any other and one that has available a very strong code of ethics developed by the Direct Selling Association. We must simply find more ways to advocate the best of what the industry stands for. Better balance is essential, and each player has the opportunity to influence what gets reflected in the media. Ultimately, better balance will negate the perception that the media only desires to cover the negative.
  2. Every company using the direct selling model in any of its many variations, regardless of the label being used, is an actor/actress on the big stage. The big stage is the global marketplace where the audience tends to recognize the direct selling industry as “ONE,” regardless of the label being used. ONE was actually the theme of this year’s Direct Selling Association’s Annual Meeting, a very appropriate theme for an industry that is searching for its redefinition of who we are and what we do. Regardless of how we are defining ourselves individually, the audience tends to see ONE; therefore, it behooves us to realize even more so that the audience is always there. The audience is often learning, enjoying the play, and marveling at its uniqueness, it’s symphony of talent, its mix of ingredients and the results of the production. Some in the audience are simply there to report, and what they report can often be what they see, not what they understand—meaning all characters in the play are quite important. Therefore, it’s our duty to pay attention to all characters.
  3. Industry growth means a lot of things are going well and a lot of people are finding success! Growth should support an ever increasing positive perception of what the industry does and how it accomplishes so much through a channel of distribution based on engaging people from all backgrounds. As the cast continues to develop—the many companies who are utilizing and growing through use of the direct selling model—the cast will find itself performing before a larger and ever growing audience that is informed and often equipped to share their observations and experiences quickly and effectively. Each of us can ensure that the play is one of the finest productions ever brought to stage by simply playing our unique roles well and with authenticity! And as we do, we will capture the imagination of the audience and deliver on the promise of a better future! No need to overpromise… this industry provides opportunity like no other!

One of the ways we can leverage the cast is to celebrate what we have accomplished and what we will accomplish as we now work toward the close of 2014. There are fewer and fewer days left in this year. On the next pages, Lauren Lawley Head will unveil DSN’s 90 Days of Direct Selling, and how we plan to celebrate our great industry!

Enjoy the issue!

John Fleming
Publisher and Editor in Chief

90 Days of Direct Selling

by Lauren Lawley Head

Click here to download this issue to your mobile device.

September 17 to December 15

Here Is What We Are Going To Do:

Lauren Lawley HeadLauren Lawley Head
General Manager
Direct Selling News

We’re heading into the final quarter of 2014, a key period for any business that sells products and services to consumers. But since its inception, direct sales has been about more than just the bottom line. In recognition of that, Direct Selling News is launching a 90 Days of Direct Selling celebration. Our goal: fuel ongoing conversations about the positive impact the direct selling community has on people and economies around the world. As our current DSA Chairman Truman Hunt has emphasized, let’s show the world we are a force for good!

Starting Sept. 17, you’ll see us ramp up our coverage online and through social media to expand the conversation. In fact, we’re inviting the entire direct selling community to join the celebration and hope to share your stories about how you and your organization have marked 90 Days of Direct Selling.

View the chart below to see how you can participate!

Direct Selling Tops Record

by Lauren Lawley Head

Click here to order the August 2014 issue in which this article appeared or click here to download it to your mobile device.

When you’re busy running your business, it can be tough to keep abreast of developments around the rest of the direct selling community. I hope you enjoy this snapshot and take a moment to appreciate the power of what we achieve together.


“If the CMO of a company has only one responsibility, it is to keep it relevant. I don’t mean trendy, but relevant.”

— Doug Braun, CMO, USANA

U.S. consumers bought more product through the direct selling channel in 2013 than ever before—an estimated $32.67 billion in retail sales—new data shows.

The figures, published by the Direct Selling Association, quantify the size, scope and continued strength of direct selling. Retail sales were up 3.3 percent from 2012 and 15.3 percent from 2009.

“Direct Selling has much to celebrate, and this most recent data from 2013 gives us even more reason,” said DSA President Joe Mariano. “We continue to be a robust, growing and important part of our communities. The increase in sales and salespeople is further evidence of what we already innately understand, we are a force for good creating better lives for all Americans.”

In coming weeks, the World Federation of Direct Selling Associations is expected to follow suit with updated global statistics. Watch for more coverage in an upcoming issue.

Source: Direct Selling Association
Note: Estimates were based on survey data and extrapolated from secondary sources.


European Direct Selling Conference
Who: Seldia, the European Direct Selling Association
When: Oct. 4
Where: Radisson Blu Royal Hotel, Brussels, Belgium
Registration: www.directsellingconference.eu

Global Regulatory Summit
Who: Direct Selling Association
When: Oct. 15 to 16
Where: The Fairfax at Embassy Row, Washington, D.C.
Registration: www.dsa.org

World Congress XIV
Who: World Federation of Direct Selling Associations
When: Nov. 10 to 12
Where: Rio de Janeiro, Brazil
Registration: www.wfdsa2014rio.com

Author Name
Lauren Lawley Head
General Manager

A New Champion in Direct Selling Education

by Lauren Lawley Head

Click here to order the July 2014 issue in which this article appeared or click here to download it to your mobile device.

Gary Huggins

Education: Texas Christian University, bachelor of arts in political science and communication

Personal: A Dallas, Texas, native, Huggins now resides in Laurel, Maryland, with his wife and four children, ages 15, 13, 10 and 7

Point of interest: served on George H. W. Bush’s 1988 presidential campaign and Inaugural Committee

After an extensive search, the Direct Selling Education Foundation has chosen its next Executive Director, Gary Huggins.

Huggins comes to the Foundation with deep experience in education reform, innovation, policy and advocacy. He most recently served as CEO of the National Summer Learning Association, an organization that serves as a network hub for thousands of summer learning program providers and stakeholders.

Huggins also served as Director of the Aspen Institute’s Commission on No Child Left Behind, a bipartisan, independent effort dedicated to improving the No Child Left Behind Act, as well as Executive Director of the Education Leaders Council, Education Leaders Action Council, and CSCV, a coalition of corporations, small businesses, and consumer and environmental groups that promoted market-based environmental solutions.

“I am so pleased we were able to introduce Gary Huggins as DSEF’s Executive Director at DSA’s Annual Meeting,” said Amway Chief Sales Officer and DSEF Board Chairman John Parker. “Gary brings a wealth of knowledge and experience that will equip him well in leading DSEF.  If you did not have a chance to meet Gary in person in Orlando, I hope you do soon.”

Though he officially begins the role July 7, Huggins attended the Direct Selling Association’s Annual Meeting in Orlando in June and spent some time talking with Direct Selling News.

Industry voices

On June 5, the 9th Circuit Court of Appeals issued its long-awaited opinion in the case of the Federal Trade Commission vs. the multi-level music marketing company BurnLounge. The Direct Selling Association had filed an amicus brief in the case, asserting that internal consumption qualifies as a legitimate sale. The 9th Circuit affirmed the U.S. District Court’s decision that BurnLounge was an illegal pyramid scheme, but it also affirmed the principle that compensation to direct sellers based on their consumption is legitimate—excellent news for the direct selling community.

The opinion was issued while the DSA Annual Meeting was in progress, so it naturally got some attention. Here are some snapshots of what was said:

“The preliminary reading is actually quite good,” DSA President Joe Mariano told meeting attendees that afternoon. “…I think we can be positive and say that some of the work that we have been doing over the last year, two years and indeed for generations, has had an impact and effect on at least partially educating the 9th Circuit Court of Appeals.”

“I don’t think BurnLounge today is going to be the catalyst to change the short position on Herbalife,” Canaccord Genuity Managing Director Scott Van Winkle said during the question-and-answer portion of a workshop entitled The Wall Street View.  “I think it helps. I think it is one more building block.”

“I’m excited to be here and excited about this industry,” he said.

Huggins says he will be identifying and developing his priorities in the coming months but knows supporting the Foundation’s academic initiatives will be key. Having university professors and others understand the direct selling business model is important, he says, so that they include discussion of the channel when they teach students about entrepreneurship and entrepreneurial opportunities.

“My work in education has always been very supportive of entrepreneurship in education,” he said. “We (direct selling) ought to be part of Main Street conversations about entrepreneurship.”

It might be the middle of summer, but in many ways it feels like the start of a new year. The Direct Selling News Global 100 celebration and the Direct Selling Association’s 2014 Annual Meeting are behind us, and it’s now time to dig into the work ahead. These are critical times for the direct selling community. Let’s approach the opportunities—and tackle the challenges—head on.

Lauren Lawley Head

Lauren Lawley Head
General Manager