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We are pleased to note that the European Direct Selling Sector has continued to grow in Europe in 2016. The sector has grown its sales with 3% in 2016 to reach 32.9 billion euros, and has seen a particular strong consumer interest in wellness, cosmetics & personal care products, which are the top product categories in the region. Europe is the third largest direct selling market globally with a 20% share of sales. The region has seen a steady upward trend in direct sales for the last few years and is forecasted to continue growing. In 2016, the sector saw increased growth rates across the vast majority of European markets, with Germany, France and the UK as the European top direct selling countries. “We are happy to see such positive developments for direct selling in Europe”, says Seldia’s Executive Director Katarina Molin. “While retail remains a very competitive sector where consumer demands and choice continues to advance, the growth of direct selling shows that the sales channel, which offers direct and personal recommendations to the consumer, is a highly appreciated way of shopping”. For the first time wellness products are the top product category in Europe (32%), followed by cosmetics & personal care (25%). “We are seeing an increased consumer focus on health and beauty across all age groups”, says Molin. “Direct selling has proven to be a trusted channel for consumers looking to combine a focus on a healthy lifestyle with both high quality skincare and nutritional products and we expect to see continued strong growth in these product categories over the next couple of years”. Download here the full Seldia Press Release.

Seldia Annual Report 2016-2017 focuses on the theme: Direct Selling in Europe, a growing retail channel. Download Seldia Annual Report 2016-2017 here .

This Seldia paper summarises the key principles of the Direct Selling Code protecting Consumers and Direct Sellers. The Code is a measure of self-regulation. However, as it was developed by Seldia, all Seldia members are obliged to follow. You can download Seldia’s DOs and DON’Ts in Direct Selling here .

Seldia celebrated its 50 th  birthday in 2018 at the European Direct Selling Conference in Brussels. Around the organization of the conference, we prepared anniversary material that presents the history of Seldia.  These were disseminated across the different social media channels of Seldia, as well as celebrated at the conference. This campaign highlighted the role played by Seldia in helping build the direct selling sector, in particular through setting up the highest ethical standards in the European Direct Selling Code of Conduct. In preparation for his 50th birthday, the European organisation representing the direct selling industry offers a reshaping of its presence on social media. This transformation is the opportunity to initiate a campaign that highlights the role Seldia played in helping to build the sector in particular through the setting up of the highest ethical standards in the framework of the European direct selling code of conduct. The renewal covers multiple digital channels: Twitter, LinkedIn and Facebook pages, Youtube, Mailchimp. The impact of this significant campaign will be strengthened in June by the revamping of the Seldia corporate website and the release of a new redesigned Annual Report. Both communication supports will be tailored to the new era of digital modernity. The climax of the campaign will take effect the 16 & 17 October during the celebration of the 50th anniversary at the 7th European Direct Selling Conference in Brussels. Seldia’s mission is to promote direct selling to the EU institutions and to ensure that the EU and national policymakers in Europe are aware of the industry’s benefits and advantages, as well as its contribution to national economies.

Seldia and WFDSA published the statistics of the Direct Selling sector in Europe. You can view the 2017 report here .

Seldia welcomes the New Deal for Consumers and the Commission’s intention to update the current EU policy framework by proposing some “targeted” amendments to the current EU rules. We would like to reiterate, once again, that it is essential the proposed amendments remain limited and do not allow for further changes regarding other regulatory provisions, which have reportedly been functioning well for consumers, businesses and public authorities. You can download the full Seldia Position Paper on New Deal for Consumers here .

Direct Selling is a method of marketing and retailing goods and services directly to the consumers, in their homes or in any other location away from permanent retail premises. It is usually conducted in a face-to-face manner, either where products are demonstrated to an individual, or to a group or where a catalogue is left with the consumer and where the direct seller calls later to collect orders. A key characteristic of direct selling is the role of the independent salesperson in the distribution of products and services. These salespeople affiliate with a direct selling company, but retain the freedom to run a business on their own terms, including how much time and effort to put into building the business. People involved in direct selling choose to become involved and stay in direct selling for many different reasons. These include being able to buy products they like at a discounted price and the opportunity to earn supplemental income. While some people run successful full-time direct selling businesses, for the majority of people involved in direct selling the revenue earnt is not their primary income, but a way to make extra money to fund a holiday, education or just to provide some extra spending money. Direct Selling Outlook 2017 While direct selling is, like all retail, impacted by the current macro-socio economic downturn, the 2017 sales results show that the industry’s retail model is still strong and that direct selling is in a good position to grow its business further in the coming years. European retail sales in direct selling have shown a constant growth over the last years and in 2017 direct selling sales grew by 3% in Europe and in the European Union by 2.4%. You can download the Direct Selling: A Vibrant Retail Channel in Europe brochure here .

Seldia suggests amendments for the Omnibus Directive. You can download the full proposal of amendments here .

Seldia joins forces with other organisations for the Commission Proposed Rules on Doorstep Selling. On 11 April 2018, the Commission published a legislative proposal under the “New Deal for Consumers” that would, among others, allow Member States to place additional restrictions on aggressive or misleading commercial practices in the context of unsolicited doorstep selling and commercial excursions. We do not think that the draft provision on doorstep selling is the right way forward. You can download the full Joint Statement  here .

Seldia Annual Report 2017-2018 focuses on Seldia 50 Anniversary: 50 years of setting high standards for Direct Selling in Europe. Download Seldia Annual Report 2017-2018 here .