US-based Amway Corporation, one of the world's largest direct-sales companies, has opened its Hong Kong flagship store in Causeway Bay.

"Hong Kong has continued to be a dynamic and vibrant market for us," said the Regional CEO of Amway Greater China, Eva Cheng.

"Consumers here are sophisticated and constantly look for good quality products to upgrade their lifestyle. We believe that there is still tremendous untapped market potential even after 29 years in this city. Employees are hardworking and ambitious, and use of experienced management talents from Hong Kong has been a key part of our China entry strategy," she said.

Amway set up operations in Hong Kong in 1974 and has grown from an employer of four to over 90 staff. It sells more than 160 products through tens of thousands of active independent distributors.

Associate Director-General of Investment Promotion at Invest Hong Kong Simon Galpin congratulated Amway on its new two-storey showroom and merchandising centre. He said: "We are delighted that Amway increased its investment in this city. Hong Kong is Amway's second overseas market outside North America. Hong Kong serves as a platform and launch pad for Amway to expand into Taiwan and mainland China."

The Greater China Region is one of Amway's best performing regions in the world, with calendar year 2002 sales reported at US$725 million (HK$5.655 billion).

"The HK$5 million investment in the new store is a clear vote of confidence and commitment to Hong Kong. We are convinced that Hong Kong's skilled workforce and free economy, in addition to Amway's quality products, unique business opportunity and dynamic distributor force, will contribute to our continual success in the local market," Amway's Hong Kong General Manager Angela Keung said.

Mr Galpin added: "Amway's expanded presence here confirms our position as a regional shopping hub, and is an example of another leading multinational corporation utilising Hong Kong as a base to tap the mainland market.

"Hong Kong's proximity to the mainland market, a liberal regulator regime and its high per capita disposable income are especially important for direct-selling companies. Companies with regional operations here can take advantage of the Western business tradition and the rule of law."

Amway Corporation was founded in 1959 in Michigan, USA. It operates in 80 countries and territories, marketing health and fitness, skin care and cosmetics, personal care, home tech and home care products through 3.3 million independent distributors.