Amanda Sly Announced As New Chair of the Direct Selling Association

The UK trade body for direct-to-consumer (D2C) retail, the Direct Selling Association, has appointed Amanda Sly as the new Chair of its Board.

Amanda, who has served on the Board of the Association since 2023, replaces Ayo Olaseinde, following the conclusion of his two-year term as Chair.

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.

Amanda’s career spans 25 years in retail, including time spent at D2C beauty giant Avon, Superdrug, and Mole Avon Country Stores. Her current role as Director of Operations for natural nutrition and skincare company AquaSource – which operates exclusively via the D2C channel – sees her oversee the UK and European day-to-day operations across the business and follows five years as UK and Europe Country Manager for the brand.

Susannah Schofield OBE, Director General of the Direct Selling Association, comments:

“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.”

Amanda Sly, Chair of the Direct Selling Association, comments:

“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.”

D2C and direct selling are channels of retail where products are sold directly to consumers outside of a fixed retail environment. This could be via social events, ‘Tupperware-style’ parties, digital social sharing or through brochure distribution. Individuals act as independent representatives and earn through commission paid on product sales.  Direct selling operates in a similar manner to a franchise, but start-up fees are considerably lower, and it is often free to get started.

SOURCE: DSA UK

About the Direct Selling Association UK

The Direct Selling Association UK was founded in 1965 to represent the interest of the business engaged in the Direct Sales of Consumer goods. It is an incorporated Association with more than 50 members, who engage with at least half a million people in the UK in the distribution of their products. It is first and foremost an association controlled by its Members. The Direct Selling Association UK is run by a democratically appointed Board. The Board Members are representatives of a cross section of Direct Selling organisations who are responsible for the Association’s governance. The Association is a member of the World Federation of Direct Selling Associations, and prior to Brexit, the Association was a member of Seldia, the European Direct Selling Association, giving our Director General a truly global presence. In 2014, the Association received the prestigious ‘European Direct Selling Association of the Year’ award from Seldia in recognition of support provided to the industry and in 2020, the Association was proud to receive the ‘Seldia Astra Award for PR and Communication’.