Singapore-listed direct-selling company opens in the Philippines

Best World Lifesyle (BWL) founder and chief executive Dora Hoan said the company’s operations in the Philippines is part of its regional expansion activities.

BWL, which was founded in Singapore in 1990, currently has operations in Malaysia, Indonesia, Thailand, Vietnam, Hong Kong, Taiwan, Brunei, Australia and China. It has also started operations in Korea earlier this year.

Ms. Hoan said the Philippines is a “missing link” in the company’s operations in the region. “We are very aware how big is the direct-selling business here in the Philippines. We know that there is a lot of opportunities here,” Ms. Hoan told BusinessWorld in an interview last week.

The company officially opened its offices at the Robinsons Equitable Tower in Ortigas Center last Saturday. BWL’s parent firm, Best World International, is listed as the only direct-selling company on the Singapore Stock Exchange since 2004.

BWL sells all-natural skin care and personal care products, health care equipment like water and air purifiers, and plant-based nutritional supplements, among others.

In March last year, Best World International disclosed to the Singapore Stock Exchange that it has established a joint-venture company in the Philippines called BWL Health & Sciences, Inc. for its direct- selling operations in the country.

Best World International owns 80% of the joint venture, while the remaining 20% is held by Bestworld Capital Ventures Corp., a private limited company incorporated in the Philippines.

The joint vernture was incorporated with an initial paid-up capital of P11.7 million.

Ms. Hoan, who is currently the chairperson of the Association Services Committee for the World Federation of Direct Selling Association, said BWL is looking at having 3,000 sales agents in the Philippines in the coming months.

These agents will bring BWL’s products closer to consumers. “We are confident that our products will find their markets here in the Philippines,” Ms. Hoan said.

For its initial rollout in the Philippines, BWL will be selling its Avance line of nutrional supplements, the Optrimax brand of slimming products, and the Aestier and Dr’s Secret skin care brands.

Ms. Hoan said the company will bring in more of its products in the coming months, as Filipinos become more aware of BWL.