CVSL has acquired the whole company of Betterware Ltd, a UK-based direct-to-consumer company for amount undisclosed. This acquisition makes Betterware the tenth company to become part of CVSL and would give CVSL a strong presence in the U.K home shopping market.
Based in UK, CVSL is a growing federation of direct-to-consumer brands. Inside CVSL, each company retains its own seperate brand identity, sales force and compensation plan. The companies currently consist of The Longaberger Company, Your Inspiration at Home, Tomboy Tools, Agel Enterprises , Paperly, My Secret Kitchen, Uppercase Living and Kleeneze. Operating since 1928, Betterware has been one of the U.K’s most successful home shopping companies. Well-known for its extensive houseware and home care cleaning products, its range of products has grown over the years in response to customers’ needs and consists of gifts, personal care and beauty, along with outdoor and electrical products.
John Rochon Jr, vice chairman and chief financial officer at CVSL noted that there are prominent similarities between BetterWare and Kleeneze, which CVSL acquired in March. He stated, “These two famous brands and their sales networks will remain separate, while we expect major synergies in the operations of the two companies that we believe will yield efficiencies and improve profitability for both. The sales network and customers of both companies should benefit.”
He also added, ” With Kleeneze and Betterware side by side within CVSL, we have a powerful position in the U.K. home shopping market. With both of these two established consumer growth brands in the CVSL portfolio, we expect to have a total sales network of about 13,000 people in the U.K. market, making us a major income opportunity creator in the U.K. and Ireland. Having Betterware and Kleeneze together inside CVSL should give us an excellent platform for expansion into other European markets.”
Birmingham-based Betterware operates throughout UK and Ireland with around 5,000 distributors at hand. Customers can place their orders through distributors or through phone or online. Every year, the company transacts around 5 million customers orders.
“Joining the CVSL family represents a great opportunity for Betterware,” said Rob Way, Managing Director of Betterware. “This will open an exciting new chapter in our company’s long and storied history. We are eager to make the most of this alliance and believe the efficiencies to be gained will be very good for our distributors and their customers.”