Luminex Home Décor & Fragrance announced the North American market for PartyLite will transition from a direct selling and affiliate model to a direct-to-consumer (DTC) structure effective March 1, 2024. The company will also roll out a new Brand Ambassador program to support PartyLite Affiliates.
PartyLite has operated as a party plan company for five decades and believes the switch to a DTC model will establish a more meaningful connection with consumers by allowing the company to swiftly adapt to market trends, gather real-time feedback and customize product offerings. Company representatives described the move as “a natural progression for the North America market, aligning with PartyLite’s tradition of staying at the forefront of industry and market trends,” and called the transformation a “testament” to the company’s willingness to embrace change while staying true to its core values.
“Our success lies in our ability to adapt swiftly to diverse customer needs, enabling us to not just navigate market trends, but to set them,” said Michael Callahan, Luminex Home Fragrance & Decor Senior Vice President of Global Marketing, Sales & eCommerce. “As we transition to a DTC model in the United States and Canada, we embrace our legacy of transformation, ensuring that our innovative spirit and commitment to excellence continue to resonate in every market. This strategic shift is a testament to our unwavering dedication to understanding, responding to and exceeding the expectations of our valued consultants and customers worldwide.”