Beauty, health and home care product distributor Amway has expanded to the Bulgarian market via its Romanian subsidiary, it recently announced. This is Amway's 30th European market, which will be coordinated from Bucharest by Ioana Enache, who thus became the CEO for two markets, Romania and Bulgaria.

Amway will bring its direct sales model to Bulgaria, where it hopes to recruit 17,000 authorized individual re-sellers by the end of this year. They will have to pay a registration tax of around EUR 10 (BGN 22). “Our distributors are the driving force of the business to success and I am convinced Amway Bulgaria will grow in an accelerated rhythm,” said Ioana Enache.

In the beginning, Amway will distribute 110 of its portfolio of 450 products, and plans to expand the offer for Bulgaria gradually.

Amway works with over 250,000 authorized individual distributors across Europe, and its worldwide revenues were of USD 11.8 billion in 2013. In Romania, Amway has around 40,000 individual distributors.

Corina Chirileasa, corina@romania-insider.com