Store for More, Now with Less
“Amway Global, Amway Corporation’s North American affiliate, will stop selling name-brand fashion, footwear, and home merchandise through its Store for More Catalog effective August 2009. The company will eliminate these categories to focus its resources on its strategy to build its Nutrilite health and nutrition and Artistry skin care and cosmetics brands and other product categories.”
This is a good idea for the corporation in a number of ways. IBOs probably weren’t buying name-brand products from the Store for More because of higher prices, shipping costs, and low PV/BV ratio. Cutting ties to these products allows Amway to focus its marketing and development on the things it manufacturers in-house: Nutrilite, Artisty, home-care products.
Supporters of the Amway business have always touted how you could buy name-brand products through the biz. With the Store for More now having less, what can they say now?