Magnus Brannstrom, CEO and president of Swedish direct selling company Orifame, doesn’t believe in mincing words. Founded in 1967, Oriflame has a sizeable presence in 60 plus countries, with over 3 million beauty consultants, generating annual sales of around €1.2 billion.
In India, it’s been battling headwinds since its debut in 1996. “The first 20 years were very tough in terms of profitability,” confesses Brannstrom. He claims India is now profitable but declines to share numbers, citing global policies. Asserting that India is among the Top 5 markets for Oriflame, he contends that the Indian obsession with white skin is not unique. “The grass is always greener on the other side,” he grins, adding that while Indians want to look white, Westerners are keen to get tanned.
Over 20 years in India, how has the journey been so far?
India is among the top five countries. The first 20 years were very tough in terms of striking profitability. The sales prices are very low compared to other countries. So it’s hard to make money. It has been a long journey towards profitability. But Oriflame has been able to endure because of the long-term opportunities. Now we are happy with the business; the
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Oriflame CEO Magnus Brannstrom Named Chairman Of The World Federation Of Direct Selling Associations
by Ted Nuyten • • 0 Comments
The World Federation of Direct Selling Associations (WFDSA), a global trade organization representing more than 60 national direct selling associations, today announced Oriflame CEO and President Magnus Brännström will serve as the organization’s Chairman through October 2020.
Brännström assumes the role of Chairman from Doug DeVos, President of Amway.
“I am very honoured and privileged to serve the direct selling industry as Chairman of the World Federation of Direct Selling Associations during these exciting times. The world is going through digital transformation.
I believe the direct selling, with its communities of people united by a joint purpose, is more relevant than ever for empowering entrepreneurship through offering quality products and services.
I look forward to continue to build and develop on my predecessors’ long legacy of improving the standards of the global direct selling industry,”
said Magnus Brännström.
Previously Brännström was the Vice Chairman of WFDSA. He also held the position as Chairman of SELDIA, the European Direct Selling Association.
“It’s been a tremendous honour to serve as Chairman of WFDSA for the past three years. None of our goals could have been accomplished without strong partnerships and the support of the direct selling associations around the world”,
said outgoing Chairman Doug De Vos. “Direct selling
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Oriflame Q3 Sales Up 6% To €278.9 Million
by Ted Nuyten • • 0 Comments
CEO Magnus Brännström comments:
“We are pleased to report yet another quarter of Euro and local currency growth with healthy improvements in profitability.
The strong performance in Asia & Turkey and Latin America continued, while in the CIS the focus remains on returning to sustainable growth and improving margins. The success from our online leaders and the sales of Skin Care and Wellness sets and routines reached new levels, serving as important drivers of the growth.
The local currency sales development in the fourth quarter-to-date reflects slightly tougher comparables in the beginning of the quarter as well as volatility in some markets. We have a solid strategy, a strong financial position with low debt levels and a business model proven to meet challenging market conditions and changing environments.”
3 months ended 30 September 2016
Local currency sales
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Oriflame CEO Honored With 2016 Bravo Leadership Award
by Nicole Dunkley • • 0 Comments
Magnus Brännström, CEO and President of Oriflame, was honored as the recipient of the 2016 DSN Bravo Leadership Award.
Each year, the award goes to one direct selling executive who embodies exceptional leadership qualities—providing inspirational vision for their company, motivating their teams toward a common goal, serving others by equipping them to do the best job possible, and especially by empowering them to reach new heights.
Lauren Lawley Head, Publisher and Editor in Chief of Direct Selling News, and John Fleming, the publication’s Ambassador, presented the award to Brännström at the 2016 DSN Global 100 Celebration, held Thursday evening in Dallas.
Brännström delivered the keynote address at the event, which marked the unveiling of the DSN Global 100, a list of the top revenue-generating direct selling companies in the world, as well as a
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Oriflame Restructures To Multi Channel Strategy
by Ramya Chandrasekaran • • 0 Comments
Swedish direct selling company Oriflame is forming a new organisation to capture efficiencies and drive sales in an omni-channel offering. The following changes are being implemented:
A global Commercial Division is formed, uniting central functions within sales, marketing and supply chain. Jesper Martinsson is appointed to lead the newly created division in a capacity of Senior Vice President and Head of Commercial Division and Deputy Chief Executive Officer.
A decentralised Regional Organisation is established, enabling a focused strategy execution, coordinated by the Company’s four Global Business Areas – Latin America; Europe & Africa; CIS and Asia & Turkey. This new split will enable more focus on strategic markets, such as China and India. As from the first quarter 2016, the new split will be reflected in the Group’s financial reporting.
Global Manufacturing is separated from