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About Alticor Inc.

Where there's a will (and an army of independent sales representatives), there's Amway. Operated through holding company Alticor, Amway is the world's top direct-selling company with millions of individual ABOs (Amway Business Owners) pitching everything from air filters to vitamins. The company makes some 450 unique products across the categories of nutrition (which generates about half of sales), beauty and personal care, and home. It is active in more than 100 countries across the globe with Asia (led by China) its largest market. Alticor is controlled by the families of Rich DeVos and Jay Van Andel, who founded Amway in 1959.


Nutrition products (supplements, skin care products, weight management programs) account for about 50% of total Amway sales. Beauty and personal care items (makeup, shampoo, toothpaste) generate about a quarter of sales and home products (water and air filters, cookware, cleaners) contribute about 20%. The company's top products include Nutrilite supplements, Artistry color cosmetics, eSpring water treatment systems, and XS energy drinks.

Geographic Reach

Based in Ada, Michigan, Amway operates in more than 100 countries. Its top markets by sales are China, the US, and South Korea; other leading markets include India, Japan, Malaysia, Russia, Taiwan, and Thailand.

The company has manufacturing facilities, farms, and warehouses in Brazil, China, Hungary, India, Japan, Mexico, the Netherlands, Poland, Russia, South Korea, Taiwan, Thailand, Vietnam, and the US.

Sales and Marketing

Amway's 450-plus products are marketing worldwide by more than 3 million independent distributors, who purchase the products and resell them. The company provides a host of support services, including personal mentors, brand centers, online learning tools, and call centers.

Financial Performance

While privately-owned Alticor doesn't report full results, Amway reported global sales of $8.6 billion in 2017, down from $8.8 billion in 2016. The company points to a challenging Chinese market for its revenue decline over the past few years


Amway's strategy is pretty straight-forward: continue to enhance and expand its line of products to serve more markets and appeal to more customers and create tools that make selling those products easier for the 3+ million ABOs (Amway Business Owners).

In 2017 Amway introduced a new formula for its Nutrilife Double X product, one of the best-selling supplements in the world, that includes a phytonutrient blend designed to help the body fight free radicals. Other additions to the company's product portfolio that year include a reformulated Essentials by Artistry skincare line and its first in-car air filtration system, Atmosphere Drive. Amway also pushed its XS brand of energy drinks into new countries in 2017, including China and India, with more launches planned for 2018. The company has more than 800 patents worldwide and another 250 pending applications.

Direct selling, of course, looks a lot different in the age of Amazon than it did some 60 years ago when Amway was founded. The company has been making significant investment in tools and technologies in recent years to enable its ABOs to better compete. It has spent some $70 million in mobile apps for ABOs, including the flagship Amway MyBiz app, which provides back office data and analytics. In addition, Amway has boosted its own customer service capabilities with instant messaging, bots, and other technologies to help it handle the more than 12 million annual customer requests. Other recent initiatives include a content sharing app for ABOs in the Philippines, a beauty app for customers in South Korea, and a one-stop product education and purchase portal in for ABOs in China.

Alticor Inc.

7575 Fulton St E
Ada, MI 49355-0001
Phone: 1 (616) 787-1000

Firm Stats

Employer Type: Privately Owned
President: Doug DeVos
Chief Financial Analyst: Scott Smoes
Chairman: Steve Van Andel
Employees (This Location): 120
Employees (All Locations): 14,000

Major Office Locations

Ada, MI

Other Locations

Buena Park, CA
Washington, DC
Sarasota, FL
Grand Rapids, MI
Venlo, The Netherlands