The Direct Selling Association (DSA) in the UK announced what it is calling a “major rebrand” as it moves to include direct to consumer (D2C) retail in the UK. DSA membership will now be open to D2C retailers and affiliate marketing brands in addition to its existing 50 direct selling company members representing half a million independent sales representatives. This shift reflects a trend already happening within the direct selling community to build omnichannel infrastructures that include D2C channels.
“The Direct Selling Association was established in what was a trailblazing era of retail, led by early Direct-to-Consumer retail pioneers such as Tupperware and Avon,” said Susannah Schofield OBE, UK DSA Director General. “As the retail landscape continues to change and evolve, this legacy, combined with the considerable experience of our board, means that the Direct Selling Association is uniquely placed to represent the full range of D2C retailers, and to be the voice of D2C retail in the UK.”
D2C is a rapidly growing segment in the country and the UK DSA responded earlier this year with a campaign calling for greater adoption of best practices. Membership within the UK DSA requires an audit process to ensure a commitment to the DSA’s Code of Conduct, which provides both seller and consumer protections.