CVSL's chairman is John Rochon, a long-time leader in the direct selling industry, former chairman of Mary Kay Inc. and former general partner of a group that at one time was the largest shareholder in Avon Products. Mr. Rochon is chairman of Dallas-based Richmont Holdings, Inc. In September, Mr. Rochon announced plans for CVSL to become a public company "docking station" for multiple direct selling companies.
"I am excited to be part of this planned venture alongside John Rochon, who is such an innovative leader in direct selling," Ms. Longaberger added. "In today's world, the strongest companies form partnerships to become even stronger. This is the perfect partnership for us. We see great things ahead for CVSL. By participating in the CVSL growth strategy, the Longaberger business can gain new advantages and resources. This is another step forward for Longaberger during a time of major progress for us, such as our new made in America strategy, our improved career plan and our increased sales and recruiting results."
"Longaberger is a true gem – a great American company with five generations of family heritage," said Mr. Rochon. "I admire and respect Tami Longaberger and the wonderful and unique family culture of her company. I'm very happy that she will be helping guide us in our strategy for global growth," added Mr. Rochon. "When the transaction closes, Longaberger will be the first direct seller to become part of CVSL and we look forward to additional companies joining us."
Mr. Rochon emphasized that Longaberger will keep its own identity as part of CVSL. "Everything that makes Longaberger unique will continue, and Tami will continue to lead Longaberger."The Longaberger Company sells premium hand-crafted baskets made in Ohio and a line of products for the home, including pottery, as well as gourmet foods, through a nationwide network of independent sales representatives. In July, Ms. Longaberger announced at the company's national sales convention that Longaberger would transition to a fully American-made product line. The Direct Selling News named Ms. Longaberger in its October cover story as one of "the Most Influential Women in Direct Selling." Last year, the Longaberger Company was honored with a Stevie Award for Women in Business as "Best Overall Company of the Year."