Enjo Australia Restructures Business Model
Australian Direct Sales company, ENJO is restructuring its business to focus more on online sales, and introducing a line of pet care products.
The company sells fibre-based cleaning products that work with just water, eliminating the need for chemical agents that harm the environment and human health. The founder and chief executive, Barb de Corti, appeared on the BRW Rich Women list in 2014.
The main sales model currently is through direct sales agents – called ENJOpreneurs – who sell through product demonstrations. The company is pushing for more private consultations and online sales to make it more convenient for consumers to purchase.
De Corti says the improved online shopping experience helps rather than undermines the ENJOpreneurs.
“It’s good for them because it means they can earn commission while they sleep,” de Corti says. “Anyone who orders from our website will be paired with an ENJOpreneur who can provide product support.”
De Corti says ENJO products are currently in 7% of Australian homes and her ambition is to grow that to 30% by 2020, fuelled by the increased availability of the products.
The existing range includes home cleaning products, car cleaning, and body care. The new area is pet care, particularly for dogs and cats, and De Corti expects this to do well, based on the fact that ENJO customers have been asking for it.
ENJO Australia, which is the exclusive distributor for Austrian manufacturer ENJO expanded to the US last year through a new brand called Zabada Clean.
De Corti says Zabada Clean is going well so far, with slow but steady growth. The US business is online only and headed by long-term ENJO employee Damian Pike. De Corti says the company decided to start with an online model because the US market is crowded for direct sales companies, and launching a direct sales model would cost millions in start-up capital.