Amway, owner of beauty brand Artistry, has opened its latest brick-and-mortar location, this one in Berlin, Germany, as the company continues to support its independent distributor base with physical locations in population centers. The Berlin location, referred to as a business center, functions as an education and training hub where independent distributors can learn more about the Amway business, its latest products and demonstrate the benefits of each to interested individuals. or visitors, the center also serves as a place where they can try and buy products.
"We spoke with a cross-section of distributors in six cities across Europe as part of an 18-month effort to uncover and define the needs for physical space," said Samir Behl, regional president of Amway Europe, Africa and India. "Based on those sessions, we were able to learn a great deal about the needs of distributors and develop a location in Berlin that meets many of those needs."
The market analysis, led by the Amway business innovations team, featured several key findings, including the benefits of making the Amway business tangible through an accessible location, the opportunity for a common space to strengthen an internal community between distributors, and ability for the company itself to create greater connections with all levels of distributors.
Amway has experienced success with integrating physical locations into its business model in recent years, notably in China. The company now has more than 300 storefronts in China, its largest market. Amway also has expanded the approach to select locations in other countries, including opening its first location in the United States at Citi Field in New York City and another in Kanazawa, Japan.