Amway tries to remake its image

Direct sales group Amway is attempting to shake off its image as a get-rich-quick gimmick in favour of expanding as a legitimate direct-sales business.

Founded in the late 1950s, Amway is still attempting to distance itself from accusations of pyramid-selling, although the company was cleared in the 1970s. Now the group hopes to reach $US12 billion in sales by 2010 – double the recorded sales in 2006.

But Australian sales have been just $150 million, which the company hopes to increase to $250 million in the next few years. By opening up retail stores and focusing on creating a recognisable brand, Amway hopes to recruit more salespeople and give a clearer, direct message about what the group sells.

“There is a lot of confusion surrounding the brand,” president Doug DeVous told The Australian Financial Review. “With so many people involved we haven’t had a consistent message.

“We need to be more proactive telling the story. The pyramid stuff is old news, and yet a lot of people ask the question.”