MonaVie is looking to grow its business in one of direct selling’s billion-dollar markets. Last week the nutrition brand officially launched operations in Italy, its 39th market worldwide.
The European Union is home to more than 4 million direct sellers, and Italy is one of the region’s most dynamic markets. With $3.1 billion in direct sales last year, Italy trailed only France, Germany and the U.K.
“We are committed to creating a long-term relationship with our customers, end users, and distributors in Italy and across Europe,” said Dario Colagiacomo, who joined MonaVie in August as Vice President of Europe. “It is our belief that it isn’t important what we think or say to others about who we are; our reputation is made by what others think and say about us!”
Italian consumers initially have access to six MonaVie products, including the company’s flagship acai berry juices. Those juices will ship from MonaVie’s brand-new manufacturing facility in Hohenseefeld, Germany—another significant investment in the company’s European business. MonaVie previously manufactured all of its European product in the U.S.