Amway takes ‘tangible’ approach for Europe, opens center in Berlin

Amway, global leader in direct selling, has opened its new business center in Berlin, Germany. The center is part of the company’s approach of integrating physical locations into its business model.

The Berlin location 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, has found 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 USA and Japan.