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Direct Selling Association appoints new chair

UK trade body for direct-to-consumer retail the Direct Selling Association has appointed Ayo Olaseinde as the new chair of its board. With over 40 years’ experience… View Article

GENERAL MERCHANDISE NEWS

Direct Selling Association appoints new chair

UK trade body for direct-to-consumer retail the Direct Selling Association has appointed Ayo Olaseinde as the new chair of its board.

With over 40 years’ experience in the D2C retail channel, Olaseinde is president of Saladmaster, the US-based international cookware firm that operates exclusively in the D2C channel.

After working for more than 20 years with Kirby Vacuums, he joined Saladmaster in 2005 and has since led the launch of the brand into over 10 new markets across the UK, Europe, Africa and the Middle East. He is now responsible for the company’s operations in 60 countries worldwide and oversees retail sales of more than £200 million.

Susannah Schofield, director general of the Direct Selling Association, said: “Ayo has a tremendous track record in the D2C space, and I am looking forward to working with him to continue to grow the channel’s presence in the UK retail sector.

“Direct to consumer retail is undergoing a transformation in the UK, as we are seeing with the current evolution of brands such as Avon, and the opportunity for the sector as we look ahead to 2024 is significant, not least through people looking to join D2C brands to earn additional income as independent sales representatives as the cost of living continues to rise.”

The Direct Selling Association is committed to upholding standards and promoting and encouraging best practice in the D2C sector. Brands under its umbrella include the likes of Avon, The Body Shop, Ann Summers and Oriflame.

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