7th European Direct Selling Conference 2018
Looking ahead to the next 50 years

16&17 October 2018
Steigenberger Wiltcher’s Grand Hotel


Awards and 50th Anniversary Dinner
Celebrating 50 years of direct selling representation in Brussels

18:45 – 19:45
Cocktail and Awards distribution

19:45 – 22:30
Dinner and Awards distribution
Morning Session

Opening and Welcome
Cathy Smith, Moderator

Keynote address
Paul Jarvis, Seldia Chairman

Keynote address
Magnus Brännström, WFDSA Chairman and CEO of Oriflame

Keynote address
Vera Jourova, EU Commissioner for Justice and Consumers

Keynote address
Daniel Dalton, Member of the European Parliament

Presentation of the key findings of an IPSOS socio-economic survey on direct selling in Europe covering 11 markets
Tamuna Gabilaia, WFDSA
David Axford (Ipsos)

Coffee break and networking

Trend Watcher Stefan Hyttfors

Stefan Hyttfors is a Swedish entrepreneur and author of several books, passionate about digitalization and network technology. He will speak about disruption, and will make the audience reflect upon today’s challenges and how to tackle the unknown future.

A Leaders’ Discussion

Omni-channel, cross-channel, multi-channel… How can companies survive and adapt to the development of multiple channels of distribution? What are the pitfalls to avoid in order to remain competitive?

→ Magnus Brännström, WFDSA Chairman, CEO of Oriflame
→ Thomas Stoffmehl, Seldia Chairman
→ Gero Furchheim, CEO of Cairo AG
Moderator: Cathy Smith

Afternoon Session

4 workshops in parallel
  • - EU Regulatory: the New Deal for Consumers
  • Moderator: Eirini Papadopoulou, Seldia

    → Martins Prieditis, European Commission (Head of Sector DG Justice & Consumers)
    → Christoph Schmon, BEUC
    → Prof. Dr Reinhard Steenot, University of Ghent
    → Imelda Vital, (Amway)

  • - How to integrate digital influencers (bloggers) in your brand strategy?
  • Moderator: Almut Kellermeyer, LR Health & Beauty

    → Emma Joost de Ter Beerst (Stella & Dot)
    → Gerrit Knein, blogger
    → Sophia Marinho de Lemos, Oriflame
    → Stephanie Duval, Author Community Marketing

  • - Focus on two top EU markets: Poland & Spain
  • Moderator: Chris Fenna, Meridian MMi

    → Poland
      o Ewa Kudlińska-Pyrz, Chairwoman of the Polish DSA, Mary Kay
      o Miroslaw Lubon, Executive Director of the Polish DSA

    → Spain
      o Carlos Barroso, Chairman, Spanish DSA
      o Agustin Roqué, Executive Director of the Spanish DSA

  • - Retention as Growth: how can artificial intelligence extend the lifespan and lifetime value of customers and distributors
  • Moderator: Michel Bayan, CEO, DirecTechLabs

    → Caroline La, Marketing, DirecTech Labs

Coffee break & networking

Here today, gone tomorrow? Is the boom of entrepreneurship and the rise of the collaborative economy the end of work, as we know it?

The increased digitalization of the world we live in have drastically transformed both our personal and professional lives. It is now easier than ever before to work remotely, reach out to large audiences via the use of social media and to set different work-life boundaries than before. This fits the millennials, who are now not only the largest generation in the work force, but also open to more flexible ways of working than other generations. How do direct selling companies ensure they can tap into these new developments and how do they ensure they remain relevant both as a direct employer and as a provider of entrepreneurial opportunities?

Moderator: Cathy Smith

→ Denis Pennel, Managing Director of Work Employment Confederation, Expert in Human Resources and European Labour Market
→ Edi Hieinrich, Herbalife Nutrition, Sr. VP and Managing Director, EMEA
→ Christian Devillez, Executive Consultant, Mercuri International

Closing remarks


#Seldia50 Anniversary

Meridian Germany as a Direct Selling Full Service Provider in Europe recommends the European Direct Selling Conference as a “must-date” in your calendar.
Besides the valuable, educational resource, the conference offers a perfect networking platform and is a most inspiring event.

Renate Staab
Meridian Germany GmbH

The Seldia Annual Conference is without contest a key event of the direct selling industry in Europe, offering an inspiring program, with great opportunities to learn and to network.

Samir Behl
Regional President Europe

The European Direct Selling Conference is a great event, providing a unique balance between factual information and networking, and offering inspiration in many areas impacting direct selling.

Jacques Cosnefroy
Executive Director
French DSA

Vera Jourova
EU Commissioner for Justice and Consumers

Magnus Brännström
CEO Oriflame
Chairman WFDSA


Paul Jarvis
Seldia Chairman
CFO, The Juice+Company

Daniel Dalton
Member of the European Parliament
(European Conservatives and Reformists Group)

Michel Bayan
DirecTech Labs



Gero Furchheim
Cairo AG

Ewa Kudlinska
Managing Director
Mary Kay Poland


Miroslaw Lubon
Executive Director
of the Polish Direct Selling Association


Stefan Hyttfors
Keynote Speaker


Imelda Vital
Head of Government Affairs
Europe & Africa, Amway

Emma Joos de Ter Beerst
Country General Manager
France, Stella & Dot

Denis Pennel
Managing Director
of the World Employment Confederation


Almut Kellermeyer
Head of Public Relations,
Public Affairs, LR Health & Beauty

Edi Hienrich
Senior Vice President and Managing Director, Europe, Middle East
and Africa (EMEA) & India, Herbalife Nutrition

Christian Devillez
Executive Consultant
Mercuri International

Gerrit Knein

Stephanie Duval
Author Community Marketing


TWITTER #Seldia50