The Direct Selling Association Appoints New Board Chair

The UK trade body for direct-to-consumer retail, the Direct Selling Association (DSA), has appointed Ayo Olaseinde as the new Chair of its Board. Olaseinde, who joined the DSA Board earlier this year, takes on the Chair role alongside his position as President at Saladmaster, the US-based international cookware firm, which operates exclusively in the D2C channel.

The DSA is the recognised trade body for the direct selling industry in the UK and is committed to upholding standards and promoting and encouraging best practice. Brands under the DSA umbrella include many of the UK’s major D2C operators including Avon, The Body Shop, Usborne Publishing, Ann Summers and Oriflame.

A self-made entrepreneur, Ayo Olaseinde has over forty years’ experience in the D2C 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.

Susannah Schofield OBE, Director General of the Direct Selling Association comments: “Ayo has a tremendous track record in the D2C space, and I am looking forward to working with him to continue to grow the channel’s presence in the UK retail sector.

“Direct to consumer retail is undergoing a transformation in the UK, as we are seeing with the current evolution of brands such as Avon, and the opportunity for the sector as we look ahead to 2024 is significant, not least through people looking to join D2C brands to earn additional income as independent sales representatives as the cost of living continues to rise.”

Ayo Olaseinde, Chair of the Direct Selling Association, adds: “This is an exciting time to be stepping up into the Chair role. I look forward to working with my fellow Board members and the Association’s member companies to continue to build on the work done in recent years to educate and modernise views about the sector, and to drive forward best practice.”