Conversation with…Susannah Schofield OBE, director general of the Direct Selling Association
Here we sit down with Susannah Schofield OBE, director general of the Direct Selling Association (DSA), to discuss the evolving landscape of direct selling, the industry’s impact on retail, and her own journey to leading one of the sector’s most influential organisations.
Susannah will be speaking at The Retail Bulletin’s Omnichannel Futures conference on 6 March in London.
Can you tell us about your career journey and how you became director general of the DSA?
My career started in sales, selling advertising space for the Daily Mail. It was a tough environment—if you didn’t hit your targets, you had to stand on your chair and apologise to the team! It taught me resilience and how to sell.
Never Miss a Retail Update!From there, I spent twenty years at Royal Mail (not the Post Office—I always clarify that now!), where I worked my way up from managing a small sales team to senior leadership roles. That experience in logistics, retail, and consumer engagement prepared me well for my role at the DSA.
After leaving, I founded my own business, Best in Glass, which won awards before I sold it. Then, while consulting for Deloitte, the DSA approached me. Initially, I said no—I was too busy. But I agreed to help for six months… and here I am, six years later!
How has the industry evolved during your tenure?
A lot has changed in those six years! Direct selling has traditionally been seen as its own distinct sector, but I’ve always viewed it as just another route to market—another channel within the broader retail industry. When I took over, my goal was to position it as such.
The DSA is a non-profit association that exists purely to support its members. We currently have over fifty member companies, including well-known names like Avon and Forever Living. Collectively, our members contribute nearly £1 billion annually to the UK retail industry—a figure that I expect will grow as our membership expands.
Historically, direct selling has been about face-to-face interactions, but we’ve seen a real shift. Companies are now getting creative—Damart, for example, has joined us and is bringing fashion directly to care homes, hosting fashion shows for residents who can’t easily shop on the high street. This blend of traditional and innovative selling models is what makes the sector so dynamic right now.
What kind of people typically enter direct selling?
It’s a hugely diverse sector, but one key trend is that 91% of our direct sellers are aged 35 and above. Many people start as a side hustle because of the flexibility it offers—whether it’s for extra income, a career change, or just to fit around their lives.
Right now, we have around 320,000 self-employed consultants selling everything from wellness products and books to beauty and fitness plans. Many of them build teams, with about 60% developing their own networks of sellers. It’s really community-driven.
How did the industry navigate the challenges of COVID-19?
Pre-COVID, direct selling was very much face-to-face. When Boris Johnson announced lockdown, I had a moment of panic—our industry is literally based on social selling! But our consultants quickly adapted, finding new ways to engage with customers.
Social media became a game-changer. We saw the rise of influencers within our sector, with people using Instagram, Facebook Live, and TikTok to showcase products—makeup tutorials, fitness coaching, and live sales became the new norm. This digital shift has blurred the lines between traditional retail, ecommerce, and direct selling.
You recently led a rebrand of the DSA. What was the driving force behind that?
The industry has evolved, and we needed our brand to reflect that. The lines between bricks-and-mortar, ecommerce, and direct selling have blurred completely. We’ve repositioned ourselves as the industry body for direct-to-consumer retail, expanding beyond traditional direct selling.
We now advocate for all modern selling models, including those used by companies like Just Eat, Gym Shark Beauty Pie, Freddy’s Flowers. Their models align with our advocacy for best-in-class direct-to-consumer retail, and we’re actively engaging with the government to ensure future policies support brands selling this way, and the evolving workforces in the channel.
Some of our long-standing members were hesitant at first—worried about opening the door to new players—but it strengthens the entire sector.
What’s next for the DSA?
We’re focused on continuing to modernise perceptions of the industry. The future of retail is a blend of ecommerce, social selling, and direct-to-consumer models, and we want to be at the forefront of that evolution.
We’ll also continue pushing for better recognition of the self-employed workforce. People want flexibility—whether it’s as a side hustle or a full-time career—and it’s crucial that policies support this growing trend.
Ultimately, direct selling is about empowering people. Whether it’s giving someone financial independence, career flexibility, or a sense of community, it’s an industry that changes lives—and that’s something worth championing.
Join us at Omnichannel Futures in London on 6 March. Find out more and reserve your free tickets here
