Amway invests $2.9m in Sydney as it taps into Australia’s wellness boom
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Direct selling company Amway will invest close to US$2 million ($2.9 million) in new warehouse infrastructure to support growing demand for its product in the Australian market.
The Eastern Creek fulfillment center upgrades are scheduled to go live in the third quarter of 2026 and will provide faster, more efficient processing, better accuracy and greater potential for scale, says Jon L. Voskuil, Amway ESAN regional general manager.
“[This] This is a clear signal of our long-term commitment to the market. Australia continues to demonstrate strong fundamentals and a robust entrepreneurial spirit, and we see meaningful opportunities for sustainable growth,” says Voskuil.
The move comes as Amway celebrates its 55th anniversary in Australia, its second largest market in the ESAN (Europe, South Africa, Australia and New Zealand) region after Italy. The company says its Australian operation has achieved cumulative revenue growth of 17 per cent since 2023, supported by a large distributor network of what it calls Amway Independent Business Owners (IBOs), more than 51,000 in Australia and 11,000 in New Zealand.
Benefiting from the healthy living economy
Founded in Ada, Michigan, in 1959, Amway now operates in more than 100 countries and is the world’s largest direct selling company. Direct Selling News Global 100An annual industry benchmark. Its early reputation for home care and cleaning products has evolved over the decades into a business focused on a healthy lifestyle and wellbeing, and its product range now spans more than 450 products across nutrition, skincare, personal care and the home.
According to Voskuil, this evolution is closely linked to changing consumer expectations. “Very few companies can remain relevant for fifty years without continuing to evolve,” he says. “Amway was built on helping people live better lives, and this continues to be our guiding vision for the next generation of entrepreneurs in Australia.”
Amway’s first major product and an early success story was the Liquid Organic Cleaner known as LOC, a biodegradable, all-purpose household cleaner that is still available today. But much of the current growth is driven by Nutrilite’s range of vitamin, mineral and plant-based supplements in categories such as nutritional support, gut health, energy and general wellbeing. This holistic approach also extends to skin health; Artistry reflects Amway’s focus on health through science-based beauty solutions and nutrition-inspired content.
This focus on healthy lifestyle and holistic well-being has positioned the company to benefit from the rapidly expanding global wellness economy, which is worth US$6.8 trillion ($9.9 trillion) in 2024 and is projected to reach $9.8 trillion ($14.3 trillion) by 2029, according to the Global Wellness Institute.
Building trust through transparency
In a crowded nutritional supplement market, Amway emphasizes traceability and quality control as points of difference. The Nutrilite range is underpinned by what the company describes as a “seed to supplement” approach, where ingredients are followed from farm to finished product. This includes botanicals grown on approximately 2,500 acres of U.S.-certified organic farms owned or partnered by Amway and a network of regulated suppliers.
Customers will also have access to greater visibility through the digital Traceability Tool, which will be launched at the end of April and will allow them to track how products are grown, sourced and produced. Voskuil says such tools “make a real difference” in improving trust.
“Australians are placing greater emphasis on preventative health and want brands they can trust for quality and transparency.”
A flexible route to work
Along with product growth, Amway continues to expand its IBO network. The business model has been designed to offer a flexible pathway into the wellbeing sector and appeal to entrepreneurs, professionals and those exploring additional income streams.
Amway IBOs typically start by selling products directly to customers, giving them the option to grow their business over time through repeat sales and community building. The structure allows individuals to work at their own pace, whether as a side hustle or a more established enterprise, supported by training, digital tools, and access to established product lines.
Voskuil says the model continues to resonate in the changing business environment. “Successful Amway IBOs combine the right mindset, a clear sense of purpose and a strong commitment to excellence,” he says. “They are driven by the freedom to earn on their own terms, pursue their passions, and build and manage something meaningful and sustainable.”
As interest in health, wellbeing and more flexible ways of working continues to grow, the model offers an entry point into a growing industry based on products but increasingly shaped by society and lifestyle.
This investment means much more than a logistical improvement; It is a strategic commitment to the future of the Australian entrepreneur. Amway is poised to lead the next era of the $14 trillion global healthcare economy from the ground up, bridging the gap between advanced science and a modern, flexible workforce.
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