Less Alticor, No Quixtar = New Amway:

GRAND RAPIDS — While Amway remains a household name after more than 40 years, Quixtar still doesn’t resonate with the public nearly seven years after its creation.

So direct-sales giant Alticor Inc. will phase out its Quixtar Inc. label during the next 1 1/2 to two years and rebuild its Amway Corp. brand in the United States and Canada.

There also will be less corporate use of the name Alticor, which represents a holding company.

Amway rebranding aimed to restore confidence:

Less sizzle. More sales.

That’s the philosophy behind the return of Amway as the
across-the-globe brand at the company known for seven years
as Alticor Inc.

The privately held Ada Township-based direct sales giant
will dump the 7-year-old Quixtar and Alticor names over the
next 18 to 24 months.