Amway opens business center in Berlin, Germany

Center is the result of 18 months of analysis; latest in the direct seller's efforts to create physical locations in population centers to assist its independent distributor base

Sep 12, 2013, 10:20 ET from Amway

BERLIN, Sept. 12, 2013 /PRNewswire/ -- Direct selling leader Amway has opened its latest brick-and-mortar location, this one in Berlin, Germany, as the company continues to support its independent distributor base with physical locations in population centers.

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The Berlin location, referred to as a business center, functions as an education and training hub where independent distributors can learn more about the Amway™ business, its latest products and demonstrate the benefits of each to interested individuals.  For visitors, the center also serves as a place where they can try and buy products. 

"We spoke with a cross-section of distributors in six cities across Europe as part of an 18 month effort to uncover and define the needs for physical space," said Samir Behl, regional president of Amway Europe, Africa and India.  "Based on those sessions, we were able to learn a great deal about the needs of distributors and develop a location in Berlin that meets many of those needs."

The market analysis, led by the Amway Business Innovations team, featured several key findings, including the benefits of making the Amway business tangible through an accessible location, the opportunity for a common space to strengthen an internal community between distributors, and ability for the company itself to create greater connections with all levels of distributors.

Amway has experienced success with integrating physical locations into its business model in recent years, notably in China.  The company now has more than 300 storefronts in China, its largest market.  Amway also has expanded the approach to select locations in other countries, including opening its first location in the United States at Citi Field in New York City and another in Kanazawa, Japan. 

About Amway
Alticor / Amway is the world's #1 direct selling business, ranked by 2012 global sales of $11.3 billion in the Direct Selling News Global 100, and based on the efforts of more than 3 million Amway distributors and more than 21,000 employees in more than 100 countries and territories worldwide. Founded in 1959 by entrepreneurs Rich DeVos and Jay Van Andel, and based in Ada, Michigan, U.S., Amway offers consumer products and business opportunities that are supported by a global agribusiness, manufacturing and logistics supply chain. More than 900 scientists, engineers and technical professionals work in 75 R&D and quality assurance labs worldwide to support product development and create a culture of scientific excellence. Top-selling brands for Amway are NUTRILITE™ vitamin, mineral and dietary supplements, ARTISTRY™ skincare and colour cosmetics, and eSpring™ water treatment systems. For company news, visit