Amway Romania shifts strategy to luxury
- Details
- Published on Tuesday, 16 September 2008 09:51
- Written by Amway Watch
Amway Romania, one of the top 5 players on the Romanian cosmetics market, registered 18% growth in turnover in the first 6 months of 2008, thanks to launching new products on the luxury segment, the Business Standard informs on August 19.
The Company, working on the multi-level marketing (MLM) system, is promoting new products every year, as the market is "extremely sensitive to quality products," the Company’s Branch Manager, George Popescu, told the Business Standard.
"We recently launched the Luxury cream. Within the first month, it became the best sold Amway product, of a total 700 products we have," Popescu said adding that the Company entered the luxury segment thanks to the demand on the local and the international markets.
"We consider the market is demanding such a product at the time, and that people willing to spend more on such a product," Popescu stressed, adding that other luxury products are to be launched this fall.
Popescu said that Amway Romania expects a 20% increase in business for full-year 2008. Besides cosmetics, the Company sells food supplements, household and cooking products, and perfumes. All products are imported from the United States. The largest ratio in the Company’s sales is made up by cosmetics, up to 50-60%.
Amway Romania’s main competitors on the direct cosmetics sales market are Oriflame, Avon and Zepter the Business Standard concluded.
