Marketing blitz pays off with record 2008 for direct-sales giant Amway - West Michigan Business News – MLive.com

Marketing blitz pays off with record 2008 for direct-sales giant Amway - West Michigan Business News – MLive.com: "Marketing blitz pays off with record 2008 for direct-sales giant Amway
by Chris Knape | The Grand Rapids Press
Friday January 30, 2009, 10:34 PM

ADA TOWNSHIP -- The global economic meltdown of 2008 apparently had more Amway Global representatives pounding the pavement for vitamins, cosmetics and other products.

The Ada Township-based direct-selling giant had a record $8.2 billion in sales in 2008, co-founder Rich DeVos told The Press on Friday after a topping-off ceremony at Helen DeVos Childrens Hospital.

The figure represents a 15 percent increase from the $7.1 billion in sales reported for 2007. The privately held company, which doesn't release profitability figures, expects to make an official statement regarding its sales next week, a spokeswoman said.

The improved sales came after Amway launched a marketing spree reintroducing the brand to many consumers through partnerships with Tina Turner, John Tesh, soccer star Ronaldinho and others. The company also retired the Quixtar brand, which it used for online sales in the United States and Canada.

News of the big gain followed an announcement Thursday that a Court of Appeals decision in Great Britain upheld the dismissal of government claims against Amway operations there"