“The first semester in 2015 went according to plans and we forecast a turnover similar with 2014. We currently work at strengthening our business through investments in developing new products and in training the network of Amway entrepreneurs,“ said Ioana Enache, general manager with Amway Romania, Bulgaria and Greece.
Enache took the helm of the local business back in 2012 and she was gradually put in charge of new markets, including Greece.
Amway business is seen flat on the Bulgarian market as well, which the company started to operate on since June 2014. On the local direct sales market, Amway competes with international business Avon or Oriflame, as well as with Romanian-based enterprise LifeCare.
The company, part of U.S. Amway, has 40,000 authorized distributors in Romania (Amway Business Owners IPA) and a portfolio of over 450 products.
“According to our last Amway Global Entrepreneurship Report AGER in 2014, the sense of entrepreneurship is more developed in Romania than in other countries. Moreover, the development of the middle class on the local market means higher purchasing power and desire to improve the quality of life, which supports the demand for our product. Thus, the development of Amway entrepreneurs network in Romania sets at an optimum level,“ said Enache, without giving any growth or development rate.
The Romanian market is in Amway’s top 10 European markets regarding the business. The company entered the local market 18 years ago, back in 1997.
The company currently focuses on supporting and strengthening the business and on launching new products and investments in training courses for Amway representatives to maintain a sustainable business.
Cosmetics and personal care products make up 41% of Amway Romania’s, the home care range accounts for 31% of the business, while health and nutrition range accounts for 28%.
According to Enache, prices are an important element influencing people’s consumer behavior. Thus, “once with the decrease of the value-added tax VAT (e.n. for food product, as of June 1, from 24% to 9%), we noticed a consolidation of the consumption increase, which positively influenced our business.“
(English version by Manuela Panescu)