Amway Bulgaria is the latest country to join the Amway family. Phase 1 of Amway’s launch began today (Novermber 19, 2013), with Bulgarian residents now able to register as part of the Eastern European Consolidated Line of Sponsorship (CLOS) Region. Initially the registration is as what’s called “Member Plus”.
Members can order products for themselves and sponsor people, but only earn rebates of up to 50% for use on future purchases. There is no product retailing or commissions on downline volume. In addition there will not yet be any deliveries within Bulgaria, instead Members can order products in any other CLOS market for pickup. The nearest Amway Business Center is in Bucharest, Romania, which lies only 75km from the Bulgarian border. The registration fee is 50 Romanian Leu, or about US$15.
In Phase 2, expected to begin in mid-2014, the full Amway Business Owner (ABO) model will be introduced and delivery will begin to Bulgarian addresses. Until Phase 2, only one to one meetings to explain the business are allowed without authorisation. Meetings for up to 100 people require approval from Amway.
While it seems a strange way to open a market, this has been Amway’s model for some years. By limiting meetings and making product deliveries a little more difficult they appear to want to deliberately dampen demand so that there’s no problems with coping with too fast growth or too many untrained ABOs damaging the company’s reputation.
It appears to work, with recent new markets like Vietnam, Estonia, Lithuania, and Latvia all reportedly doing well.