DSN GLOBAL 100: The Top Direct Selling Companies in the World

DSNE’S  parent company in the US, DSN have created the Global 100, the top direct selling companies in the world, based on 2009 year-end wholesale revenue (in US dollars).

Using data from Lexis Nexis, Hoovers, Dun & Bradstreet, professional researchers, Standard & Poor’s, personal interviews, corporate websites and others, we are proud to offer this list. When verifying data, every attempt was made to reach a company spokesperson to gain input and approvals. This was not possible with all companies. We also unequivocally recognise that research and voluntary reporting cannot provide the entire picture of our industry.

Nevertheless, this is one of the industry’s most comprehensive reports assembled. We believe that this will be referenced by other industries, media, private equity investors, academics and researchers in the coming years, just as DSN’s other ranking reports have been. The list also sets benchmarks upon which to regard each other.

All of us in the industry are keenly aware of the growing competition, and look to this list as a confirmation of strength and a challenge to strive for more. While absolutely every company on the list has had obvious success, this formal ranking has further fuelled the competitive fire of some companies. “I really believe this annual DSN ranking stokes the competitiveness that is always present in an industry filled with entrepreneurs,” said BK Boreyko, CEO and Founder of Vemma Nutrition Company.

That kind of competitiveness has helped companies and individuals work through the substantial economic challenges of 2009. While economic indicators were on code red all around us, direct selling fared well. With sales ranging from more than $10 billion for our No.1 entry to around $67 million for No.100, the direct selling industry once again proves its might.

Each Distributor and customer is also carefully evaluating quality versus price. LR Health & Beauty Systems’ CEO Dr Jens Abend stated, “(LR’s) exceptional sales growth confirms our strategy to invest in high-quality, innovative products (that are) ‘Made in Germany.’ ” Such “made in…” tags have also helped the Longaberger Co. and CUTCO/Vector Marketing.

A final trend that we have picked up on is that consumers are still ‘cocooning’ —that is, entertaining at home and making their houses more comfortable. They often reach out via technology from the comfort of their homes. These facts are providing a great environment for companies, such as candle-maker PartyLite. “There’s so much to be excited about right now,” said Anne Butler, President of PartyLite Worldwide. “There is enormous potential for the classic home party model to be powerfully enhanced by new technologies like social media, providing us all with fantastic opportunities to communicate, build relationships and interact with current and future Consultants, hosts and customers.”

As you read through the DSN Global 100, consider how this list would strike an industry outsider. That’s just the viewpoint taken by Orville and Heidi Thompson, Scentsy Chief Executive Officer and President, respectively. “Scentsy is a proud member of the direct selling industry and thrilled to be recognised on this list. We are sure most people outside our industry will be surprised by the size, depth and worldwide scope of the direct selling industry. Many of the largest companies are household names today, but we expect most people have no concept of the growth and vibrancy represented by the dozens of very successful smaller, newer companies on the list.”

So, from the first to the 100th, read all about our industry, by logging on to http://www.directsellingnews.com then entering the US site to access the complete listing.