Direct selling giant Amway, acquired the XS Energy brand. With this deal, the brand expands its geographic reach and enhances the Amway’s strategy to connect more young entrepreneurs.
XS brand is famous and appealing among the young consumers through wildly successful parties, a focus on adventure and the seamless combination of work and play. Through the acquisition of the XS brand, the company Amway aims to infuse its rest of its portfolio with the energy, authenticity and customer experience, which has given popularity and success to the XS brand along with maintaining its traditional focus on entrepreneurship.
Amway is an exclusive distributor of XS since 2003, during which the brand has grown to USD 150 million in sales each year with its global presence in around 38 markets. Since last few years, Amway has seen particular success with its events and lifestyle branding in developed and developing nations such as Japan and North America.
XS brand was established in the year 2001 in the Laguna Beach, California. The brand aims to deliver positive energy through the great-tasting, sugar-free drinks which are infused with B-vitamins. In 2003, Amway business owners adopted the sugar free drink brand, XS. The company states that XS is the brand for engaging the next generation of the Amway business.
Amway is one of the largest direct-selling business with its headquarters in the Ada, Michigan, USA. The company was worth USD 11.8 billion in 2014 and have some top-selling brands namely: Nutrilite vitamin, mineral and dietary supplements, Artistry skincare and color cosmetics, and eSpring water treatment systems. All the product sold by Amway is exclusively through its Amway Business Owners.