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and Canada. The hope was that the company could emerge wholly remade in the world of online sales under a new moniker: Quixtar.
Now, as Amway's 50th anniversary approaches in May, Alticor is retiring the inert Quixtar label and pouring millions of dollars into reviving the Amway brand in North America with market research, national television commercials and ads in newspapers and magazines and online. The company will use a transitional name, Amway Global, before reverting in about a year to Amway.
"We thought, well, if we're going to build a brand, build the brand that everybody knows already," Alticor president and co-CEO Doug DeVos said in an interview with The Associated Press...
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