The Direct Selling Association announces new Board appointments

The Direct Selling Association, the UK trade body for direct-to-consumer retail, today announced the appointment of six new retail industry leaders to its board of directors, alongside a new Chair, Cliff Jones, and Vice Chair, Sofia Radomska.

The new board members join representatives from brands including Avon, Usborne Publishing and Amway, to serve as an advisory panel for the Direct Selling Association’s work to encourage industry best practice and promote more widespread adoption of industry Codes of Conduct. 

The new Direct Selling Association board appointments are:

New Chair: CLIFF JONES, Sales Director, The 1:1 Diet by Cambridge Weight Plan

Cliff Jones has been a DSA board member for five years and takes over the role of Board Chair alongside his position at the direct-to-consumer weight loss brand, The 1:1 Diet, a former Employee Owned Business of the Year. Based at the firm’s global headquarters in Corby, Northamptonshire, Cliff has worked with the company for over 15 years and is responsible for global sales across 36 markets, worth a turnover of over £50million, with home markets of UK & ROI supporting the businesses of over 6000 independent Consultants.

New Vice Chair: SOFIA RADOMSKA, Managing Director, Oriflame

With over 16 years’ experience in the retail sector and 7 years as a DSA board member, Sofia Radomska takes up the role of Board Vice Chair. Sofia is also Managing Director for the UK & Ireland markets of Swedish cosmetics brand Oriflame. Oriflame has over 2.5 million independent brand partners globally and a turnover of €1billion.

LOUISE WHITE, UK Market Director, The Body Shop

An experienced retail professional, Louise White spent eighteen years working with Avon, and went on to lead several European markets for cosmetics brand Younique, during which time she also sat on the DSA board. Louise moved to Natura-owned The Body Shop in 2022 as UK Market Director for the brand’s ‘at Home’ division, and now re-joins the DSA as a board member.

AMANDA SLY, UK Country Manager, AquaSource

Amanda’s career in retail spans over thirty years, the majority of which has been spent in the health and beauty sectors, including with Superdrug and Avon. She joined wellness brand AquaSource as UK Country Manager in December 2020, a market with over 1,000 independent Consultants.

AYO OLASEINDE, Global President, Saladmaster

A self-made entrepreneur, Ayo Olaseinde has over forty years’ experience in the direct-to-consumer retail channel, including 20 years spent with Kirby Vacuums. Upon joining Saladmaster in 2005, he led the launch of the global cookware brand into over 10 new markets across the UK, Europe, Africa and the Middle East. He is now responsible for the company’s operations in 60 countries worldwide, overseeing retail sales of more than £200 million, and is based out of the company’s UK headquarters in Staffordshire.

LARS TEWES, Director, Clean Living International

Lars is a Director of the multi award-winning sustainable cleaning brand Clean Living International, which was established in 2017. With 35 years’ experience in direct sales, both in the UK and the United States, he has helped successfully launch three companies in the channel.

MARC JORDON, Operations Director UK & Poland, Arbonne

With over twenty years’ experience in the direct-to-consumer channel, Marc has worked with several major names in the sector including Mary Kay and Forever Living Products. He joined the vegan cosmetics, skincare and wellness brand Arbonne in 2013. As UK Operations Director, his role includes responsibility for UK & Poland markets.

OLEKSANDRA EICHHORN, Director of Sales DACH & UK, Kyani

Following roles with several major direct-to-consumer brands including Avon and French fashion brand Captain Tortue, Oleksandra joined US health and wellness company Kyäni in 2019. Responsible for leading sales across the DACH and UK regions, Oleksandra is based in Germany. 

Susannah Schofield OBE, Director General of the Direct Selling Association comments: “I am delighted to welcome our new Chair, Vice Chair, and Board members, who each bring considerable and varied experience from different areas business and retail.  I very much look forward to working alongside them to drive forward standards and guide the future of direct-to-consumer retail here in the UK.

“The coming months and years will be a critical time for the sector, which saw significant growth through the pandemic. One area that we will be giving considerable focus to over the coming months is the growing risk posed by the rise of rogue players and fraudulent schemes attempting to operate under the guise of legitimate direct selling businesses and taking advantage of people looking to earn much-needed additional income as the cost of living crisis bites.

“We are working hard to raise awareness of these risks and are calling on government to act to ensure that adherence to industry Codes of Conduct is not optional, as it is now, but mandatory.” 

The DSA is the only recognised trade body for direct-to-consumer retail in the UK and is committed to upholding standards and promoting and encouraging best practice. Its 52 members include Avon, The Body Shop and Usborne Publishing.

Cliff Jones, Chairman of the Direct Selling Association comments: “The Direct Selling Association plays an important role in the UK retail sector, leading standards for its 52 members in a channel worth an estimated £1 billion per annum to the UK economy. 

“Having been a DSA board member for the past five years and being part of an industry that positively impacts so many people it’s a privilege to hold the Chair role. I am looking forward to making a difference and sharing any experience gained from my involvement in The 1:1 Diet.”