Sales Report Once tainted by get-rich-quick schemes, the direct-sales industry is changing its image. See what experts and business owners have to say about going direct.

To buy and sell in the comfort of a home setting--that's theheart of the direct-selling industry. From kitchenware to vitaminsto cosmetics to stamps--if it can be made, it can likely be soldvia the direct-sales route. Today, direct selling is usuallycharacterized by an independent consultant with a portable kit ofwares. The sellers visits people's homes by appointment to havehome shows where items are displayed; customers invite family andfriends to share in the demonstration. The latest available figuresfrom the Direct Selling Association (DSA) show retail sales of morethat $28 billion for the direct-selling industry in 2002-and anestimated 13 million independent direct salespeople across thecountry. This is an increase from about $22 billion in 1997, with9.3 million salespeople.

How has this industry evolved? "There are five elements Isee," says DSA president Neil H. Offen. "We have a lotmore people involved, we're more sophisticated as an industry,we have more college graduates [as consultants], we're veryglobal and international, and we're [now] very attractive toWall Street investors and VC groups."

Direct-sales consultants, though still primarily made up ofwomen, are becoming more diverse. Offen notes that the malecontingent is steadily growing; 25 percent of consultants are men,compared with 10 percent in 1990. Offen attributes this change tothe pervasiveness of new products on the market--vitamins, foodsupplements, long-distance telephone service, etc.--that are notseen as typically female-centric products like cosmetics orhousewares.