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((short description|British multi-level marketing company))
((Use dmy dates|date=April 2022))
((more citations needed|date=July 2020))
((Infobox company
| name = Betterware Global Limited
| caption = 
| trade_name = Betterware
| native_name = <!-- Company's name in home country language -->
| native_name_lang = <!-- Use ISO 639-2 code, e.g. "fr" for French. If there is more than one native name, in different languages, enter those names using ((tl|lang)), instead. -->
| romanized = 
| website = ((url|https://www.betterware.co.uk))
| former type = 
| type = [[Private limited company]]
| traded_as = 
| industry = [[Multi-level marketing]]
| genre = <!-- Only used with media and publishing companies -->
| predecessor = 
| successor = 
| foundation = 1928 in [[East London]]
| founder = 
| defunct = <!-- ((End date|YYYY|MM|DD)) -->
| location_city = [[Ellesmere Port]]
| location_country = [[England]]
| locations = <!-- Number of locations, stores, offices &c. -->
| area_served = 
| key_people = Group Chief Executive - Rob Jones
| products = Housewares
| production = 
| services = 
| revenue = 
| operating_income = 
| net_income = 
| aum = <!-- Only used with financial services companies -->
| assets = 
| equity = 
| owner = Betterware Global Limited
| num_employees = 2000 distributors
| parent = 
| divisions = 
| subsid = 
| footnotes = 
))

'''Betterware''' was a [[United Kingdom]]-based [[Multi-level marketing|multi-level marketing company]] that sells household products. The company was founded in 1928 and passed through several owners.<ref>((Cite news |last=Narwan |first=Gupreet |title=Betterware joins growing catalogue of retail failures |newspaper=[[The Times]] |language=en |url=https://www.thetimes.co.uk/article/betterware-collapses-into-administration-blaming-difficult-trading-conditions-9vqfm0crt |access-date=2022-05-16 |issn=0140-0460))</ref> The current owners of the Betterware trademarks are Betterware Global Ltd who purchased the trademarks after Betterware's owner Stanley House Distribution went into liquidation in 2018.<ref>((Cite web |title=Betterware goes into administration soon after Kleeneze |url=https://www.companyrescue.co.uk/guides-knowledge/news/betterware-goes-into-administration-soon-after-kleeneze-4109/ |access-date=2022-05-16 |website=Company Rescue |language=en))</ref>  Betterware's subsequent owner, Betterware Global Limited, went into liquidation in April 2023.

Betterware de México was founded in 1995 and has not been affiliated with Betterware in the UK or Betterware Global since 2001. It became a public company on March 12, 2020 (NASDAQ: BWMX), becoming the first Mexican company to list directly on the NASDAQ. It currently operates in Mexico and Guatemala.<ref>((Cite web |title=¿Quiénes somos? Conoce acerca de Betterware México |url=https://www.betterware.com.mx/mx/es/quienes-somos |access-date=2023-03-15 |website=www.betterware.com.mx))</ref>

==History and products==
The company was founded in 1928 in [[East London]] and sold brushes door-to-door. It was originally called Betterwear and was renamed Betterware in 1970 to reflect a wider range of products. Stanley Cohen bought it in 1983 for £253,000 and moved it from [[Romford, Essex]], to [[Castle Vale, Birmingham]].<ref name=post>[http://www.birminghampost.co.uk/business/business-news/birmingham-post-rich-list-2014-6534756 Birmingham Post Rich List 2014] Retrieved 20 September 2014</ref>

It became a [[public company]] in 1986, and was one of the best-performing shares on the stockmarket in the early 1990s when its share price rose from about 20p to more than 250p.

Cohen sold his share of the company in 1997, by which time it was valued at £117 million.<ref name="independent">[https://www.independent.co.uk/news/business/betterware-founder-set-to-net-pounds-40m-in-mail-order-sale-1290364.html Betterware founder nets 40m at The Independent] Retrieved 20 September 2014</ref> Its product range included household products, kitchen and home storage products, personal care products, and mobility aids.<ref name="Betterware">[http://www.betterware.co.uk/about-us Betterware-about us] ((Webarchive|url=https://web.archive.org/web/20180414172337/https://www.betterware.co.uk/about-us |date=2018-04-14 )). Retrieved 20 September 2014</ref>

In 2015, it moved two miles within Birmingham, to Hurricane Park, [[Bromford]]. On 16 October 2015, the company was bought out by a [[Texas]] company JRJR.

From the middle of 2017, Betterware were having stocks issues as JRJR took the stocks over and new contacts had to be signed up.

On 13 April 2018, it was announced that Betterware had gone into administration.<ref>((Cite web|url=https://www.insider.co.uk/news/90-year-old-door-door-12391662|title=90-year-old door-to-door business collapses with the loss of nearly 100 jobs|last=Dorsey|first=Kristy|date=2018-04-19|website=businessInsider|access-date=2020-02-20))</ref><ref>((Cite web|url=https://www.walesonline.co.uk/news/local-news/betterware-doorstep-catalogue-useful-items-14593735|title=Spoon rest and egg separator catalogue company Betterware has folded|last=Dalling|first=Robert|date=2018-04-30|website=walesonline|access-date=2020-02-20))</ref> Following the move into administration, a [[winding up]] petition was presented against the parent company Stanley House Distribution Ltd and the company went into [[liquidation]] in December 2018.<ref>((cite web |url=https://beta.companieshouse.gov.uk/company/07960280/filing-history/MzI1NzE3MzU2N2FkaXF6a2N4/document?format=pdf&download=0 |title=Notice of Progress in a Winding Up by the court |publisher=Companies House |date=7 February 2020 |page=13 |access-date=27 April 2020))</ref>

The only assets of Stanley House Distribution were the Betterware trademarks and these were acquired by a new company, Betterware Global, from the liquidators in November 2019.<ref>((cite web |url=https://beta.companieshouse.gov.uk/company/07960280/filing-history/MzI1NzE3MzU2N2FkaXF6a2N4/document?format=pdf&download=0 |title=Notice of Progress in a Winding Up by the court |publisher=Companies House |date=7 February 2020 |pages=7–8 |access-date=27 April 2020))</ref>  Betterware Global restarted the Betterware business based in [[Ellesmere Port]], Cheshire, before it itself went into liquidation in April 2023 owing nearly £800,000 to creditors.

== Business model ==
((Unreferenced section|date=July 2020))
There is a cost to join Betterware and replacement catalogues have to be purchased. Catalogues are delivered door-to-door in the United Kingdom and Ireland by a team of approximately 2000 Distributors who then collect completed order forms. The products are distributed from the company's warehouse in Ellesmere Port. The sales force are all self-employed. Distributors submit orders online and the orders are delivered to the door by couriers. Covering a non-exclusive geographical area, Line Executives called Pioneers are responsible for a full down-line and they report directly to Headquarters. There are subsidiaries in [[Ireland]]. 

It was a founder member of the UK [[Direct Selling Association]].



==References==
((reflist))

[[Category:British brands]]
[[Category:Companies based in Birmingham, West Midlands]]
[[Category:Retail companies established in 1928]]
[[Category:Direct sales companies]]
[[Category:Personal selling]]
[[Category:Retail companies of the United Kingdom]]
[[Category:1928 establishments in England]]
[[Category:Companies that have entered administration in the United Kingdom]]

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