ADA – Worldwide sales of Amway products jumped 17 percent to a record $10.9 billion, corporate parent Alticor reported Thursday, the sixth consecutive year of growth for the company.

The 17 percent increase over 2010 sales of $9.2 billion was driven by broad global growth in sales from Russia to Thailand. The privately held company does not release its profit figures. Reflecting 2011?s substantial gain, Amway has increased overall market share in direct retail to more than 10 percent.

?For more than 50 years, Amway has focused on helping people live better lives. We provide people an opportunity to have a business of their own, fueled by strong brands and innovative products,? said Steve Van Andel, chairman. ?Our success is due to the millions of distributors all over the world who pursue their goals through an Amway business.?

More than three million people worldwide sell AMWAY products in more than 80 countries and territories.

Nine of the top 10 markets for Amway, including China, India, Korea, Malaysia, Russia, Thailand, Taiwan, Ukraine and the United States, reported strong sales increases. Japan recorded flat sales in the difficult period following the March 11, 2011 earthquake and tsunami. Markets posting double-digit increases in 2011 include China, India, Korea, Taiwan, Turkey and Vietnam, plus the Latin American region.

Alticor is the parent company of Amway, one of the world?s largest direct selling businesses. Top-selling brands for Amway are Nutrilite vitamin, mineral and dietary supplements, Artistry skincare and color cosmetics, and eSpring water treatment systems.

Amway employs about 4,000 at its corporate headquarters in Ada, a suburb of Grand Rapids, and 4,500 statewide.

Sales have doubled in the past decade, said Doug DeVos, company president.

“I think what it shows is that all our business models remain relevant,” DeVos said. “(And) that people look and say ‘I desire opportunity and personal freedom. I want to set my own course. The Amway model allows me to do that.'”

The majority of Amway revenues are generated outside the U.S., although domestic sales climbed for the second year in a row. DeVos said the company is seeing an increase in distributors in big cities, and among Hispanic and Asian Americans.

Meanwhile, Amway opened the doors Thursday of its new three-story, $24 million manufacturing plant, which will produce Amway’s Nutrilite products. The operation is being moved to Ada from Lakeview, Calif. and will employ more than 50 workers.

The plant is on the company’s Ada headquarters complex and is Amway’s first consumable goods plant in Michigan.

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