The Direct Selling Association for the United Kingdom (DSA UK) announced Amanda Sly has been appointed Chair of the Board. Sly has served on the board since 2023 and will now succeed Ayo Olaseinde, who recently completed a two-year term.

Sly brings 25 years of experience in retail and is currently the Director of Operations for AquaSource, a direct-to-consumer skincare company, where she leads the UK and European operations.

“Having worked alongside Amanda for the past two years, I am delighted to have the opportunity to collaborate even more closely with her as she takes up the role of Chair,” said Susannah Schofield OBE, Director General of the Direct Selling Association. “Her drive, passion and commitment to the sector are inspiring. In particular, I look forward to working with Amanda to deliver the Association’s plans to engage and support a new generation keen to explore the entrepreneurial opportunities that our member companies offer. Amidst the ever-increasing levels of technology and automation in retail, I believe there is a real opportunity for the D2C channel to stand out and offer consumers something genuinely different in the form of human interaction, the personal touch and tailored product recommendations.”