Betterware: Difference between revisions
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Revision as of 01:21, 22 August 2015
| Betterware | |
| Company type | Private company |
| Industry | housewares |
| Headquarters | , |
Number of employees | 5000 Distributors, 550 franchise team leaders |
| Website | http://www.betterware.co.uk |
Betterware is the registered trademark of Stanley House Distribution Limited, a United Kingdom door-to-door direct sales company for household products.
History and products
The company was founded in 1928 in East London and sold brushes door-to-door. It was originally called Betterwear and appears to have been renamed Betterware after it went out of business in 1983.[1] Andrew Cohen bought it from receivers in 1983 for £253,000 and moved it from Romford, Essex to Castle Vale, Birmingham.[2] It became a public company in 1986 and was one of the best performing shares on the stockmarket in the early 1990s when its share price rose from about 20p to more than 250p. Cohen sold his share of the company in 1997 by which time it was valued at £117 million.[3] Its product range now includes household products, homeware, housecare products, cleaning, laundry, cooking, baking, kitchen and home storage products, personal care products, mobility aids and gifts.[4]
Business model
The Betterware catalogue is delivered door-to-door in the United Kingdom and Ireland by a team of approximately 5,000 Distributors who then collect completed order forms. The products are then distributed from the company's own warehousing complex in Park Lane, Castle Vale. The distributors are employed on a spare time, part time, semi full time or full time basis and report to approximately 550 franchise team leaders who develop their franchises within a pre-determined geographical area. Turnover is over £50 million. The brand is also sold to customers in Europe, The Channel Islands, Gibraltar, Malta, Cyprus and Central America. In addition to the home delivery catalogue customers can order products by post, by phone and online.[5]
Betterware has been a corporate partner of Marie Curie Cancer Care since 2009.[6] A rival company in the same field is Kleeneze.
References
- ^ ctalk case studies Betterware. Retrieved 20 September 2014
- ^ Birmingham Post Rich List 2014 Retrieved 20 September 2014
- ^ Betterware founder nets 40m at The Independent Retrieved 20 September 2014
- ^ Betterware-about us. Retrieved 20 September 2014
- ^ Betterware Southwest Retrieved 20 September 2014
- ^ Marie Curie Partnering. Retrieved 20 September 2014