The Direct Selling Association appoints new chair
The Direct Selling Association has appointed Amanda Sly as the new chair of its board.
Having been a board member since 2023, she has succeeded Ayo Olaseinde following the conclusion of his two-year term as chair.
Currently director of operations for natural nutrition and skincare company AquaSource, Sly’s 25 year career has also included working with Superdrug, Mole Avon Country Stores, and D2C beauty giant, Avon.
The Direct Selling Association is the recognised trade body for the D2C channel of retail in the UK and counts many of the UK’s major D2C operators amongst its members, including Avon, Usborne Publishing, Amway and Oriflame.
Susannah Schofield OBE, director general of the Direct Selling Association, said: “Having worked alongside Amanda for the past two years, I am delighted to have the opportunity to collaborate even more closely with her as she takes up the role of chair. Her drive, passion and commitment to the sector are inspiring.
“In particular, I look forward to working with Amanda to deliver the association’s plans to engage and support a new generation keen to explore the entrepreneurial opportunities that our member companies offer.
“Amidst the ever-increasing levels of technology and automation in retail, I believe there is a real opportunity for the D2C channel to stand out and offer consumers something genuinely different in the form of human interaction, the personal touch and tailored product recommendations.”
Sly said: “The work of the Direct Selling Association and its members is incredibly important, supporting significant numbers of people in the UK, particularly women, to earn flexibly and on their own terms. I am honoured to take up the role of chair.
“I look forward to working with Susannah and my board colleagues over the coming months to drive forward a range of plans, and in particular to engaging positively with government and other key stakeholders to raise the profile of this important and significant part of the UK’s retail sector.
“I would also like to thank outgoing chair Ayo Olaseinde, with whom Susannah and I have had the pleasure of working alongside for the past two years.”
