Direct Selling

Blyth entered the direct selling distribution channel in 1990 with its acquisition of Colonial Candle of Cape Cod and, with it, a small division - less than $10 million in sales - called PartyLite. Originally conceived as a way to liquidate excess and obsolete inventory, PartyLite has grown following acquisition by Blyth to represent nearly half of Blyth's $1.5 billion of annualized sales. PartyLite independent sales Consultants, who number greater than 50,000 worldwide, sell premium fragranced candles and a wide range of related decorative accessories to consumers through the home party plan method of direct selling. PartyLite operates in all 50 states in the U.S., in Puerto Rico, the U.S. Virgin Islands, Canada, Mexico, Germany, the U.K., Austria, Switzerland, France, Finland, Australia and most recently Denmark in 2005.

Direct selling is a large, growing and profitable sales model that is not always well understood despite its worldwide prominence. More than $85 billion of goods are distributed through this channel annually, and over 48 million people around the world earn at least part of their income as an independent sales Consultant. At 29% of worldwide industry revenue, the party plan model represents a large and growing segment of direct selling.

PartyLite offers independent Consultants the opportunity to start their own business with minimal financial investment. Informative and interactive parties are organized by hostesses and host and feature a knowledgeable PartyLite sales Consultant who demonstrates the many features and benefits of PartyLite® brand products in a comfortable home environment.

Leveraging its direct selling experience, Blyth has expanded its presence in the industry through strategic investments in two new direct selling ventures. Two Sisters Gourmet is a small party plan company featuring simple, elegant sauces, seasonings, mixes and menu plans. Visalus Sciences is a rapid-growth organization dedicated to educating its consumers about nutrition, while offering products to improve health and quality of life.

Blyth's enthusiasm for direct selling has been unwavering since its market entrance in 1990 with the acquisition of PartyLite. The growth of tens of thousands of small businesses managed by independent sales Consultants and Leaders inspires our belief and renews our commitment to their success year after year.