QNET, a global lifestyle and wellness company that operates through a direct-selling business model, has strengthened its global and regional leadership structure as part of efforts to drive its next phase of growth, with Africa expected to play a significant role.

The company said the new leadership team would focus on modernising its business, strengthening its product portfolio, improving customer and Independent Distributor experiences, and responding to advances in technology, artificial intelligence and changing consumer expectations.

The global leadership team includes Mattias Mildenborn as Chief Executive Officer; Elena Khoo as Chief Marketing Officer; Peter Luk as Chief Financial Officer; and Ben Bredenkamp as Group Chief Information Officer.

Mildenborn brings more than two decades of international experience in sales, marketing and executive leadership in the direct-selling industry, while Khoo has experience across global FMCG, beauty and luxury brands, including L’Oréal, LVMH, Shiseido and Tupperware.

Luk brings more than 30 years of financial and commercial leadership experience, including at Herbalife and Avon, while Bredenkamp, whose previous experience includes Herbalife and Mercedes-Benz, will lead QNET’s technology transformation and the responsible integration of artificial intelligence across the business.

“We are bringing together leaders with deep industry knowledge, strong consumer experience and proven transformation capabilities to bring fresh perspectives to the business and help shape its next chapter.

“Our ambition is to create a QNET that understands the expectations of the next generation, delivers exceptional products and experiences, and equips our Independent Distributors with the knowledge, technology and support they need to build responsible and sustainable businesses,” Kuna Senathirajah, Group Managing Director of QI Group, the parent company of QNET.

As part of the changes, QNET has appointed two Regional General Managers to strengthen its leadership structure across Africa.

Cherif Sarr has been appointed Regional General Manager for Central and West Africa, while Jared Thwaits will oversee East and Southern Africa.

The company said the appointments would bring serious decision-making closer to customers, Independent Distributors and other stakeholders, while supporting growth, market development and responsible business practices.

“Africa is an important part of QNET’s future, and sustainable growth requires leadership that understands the opportunities and realities of individual markets.

“Cherif and Jared bring that leadership closer to our customers and distributor communities. Their mandate is to strengthen engagement, education, greater accountability and a continued focus on consumer protection.” Senathirajah said.

QNET said its focus across Africa would include customer experience, distributor education and onboarding, compliance and consumer awareness, digital capabilities and the introduction of new products in its wellness and personal-care categories.

Sarr said Africa’s growing young and digitally connected population was changing how consumers interacted with brands, products and entrepreneurship.

“Africa has a young, ambitious and increasingly digitally connected population, and we are seeing significant changes in how people engage with brands, consume products and explore entrepreneurship.

“Growth must be accompanied by better education, stronger compliance and a clearer understanding of how legitimate direct selling works. My priority is to ensure that our customers and distributors have the products, tools, training and support they need, while strengthening engagement with regulators, media, consumer groups and other stakeholders in the markets where we operate,” he said.

The company said it would continue to strengthen engagement with customers, distributors and external stakeholders across Sub-Saharan Africa, alongside education and awareness initiatives, distributor support, compliance programmes and product innovations.

QNET added that the investment in African leadership would be accompanied by changes to how its Independent Distributors are trained and supported.

The V, QNET’s sister company and network training and leadership-development arm, has appointed Sharad Choudhary as Head of Training and Events.

Choudhary, who joins The V from Modicare in India and previously worked with Amway, will oversee efforts to revamp distributor onboarding, product and business education, compliance training and structured learning pathways.

In Africa, the company said the framework would place emphasis on product knowledge, ethical business-building, accurate representation of the QNET opportunity, consumer protection and compliance.

The leadership changes are part of a broader strategy built around product innovation, customer experience, distributor capability and technology-enabled growth.

Under the new leadership structure, QNET said it would focus on developing wellness and personal-care products, improving digital tools and services, using data and artificial intelligence to improve organisational efficiency, modernising distributor onboarding and education, strengthening governance and transparency, and supporting independent entrepreneurs with improved tools and training.

QNET said it was entering the new phase as part of a global direct-selling industry that recorded $163.9 billion in retail sales in 2024, according to the World Federation of Direct Selling Associations, with more than 100 million independent representatives worldwide.

Mildenborn said the company’s transformation would build on its existing global presence while changing how it serves customers and supports its entrepreneurial community.

“QNET has a strong heritage, a passionate global community and enormous potential. Our responsibility now is to build on that foundation while having the courage to evolve.

“The next generation of entrepreneurs expects intuitive technology, relevant products, authentic communication, high-quality education and a company whose values are reflected in how it operates. We are building the leadership and capabilities required to meet those expectations and create sustainable value over the long term.

“Our goal is to help shape the future of direct selling,” Mildenborn said.