QNET, a global lifestyle and wellness company that operates a direct-selling business model, has strengthened its global and African leadership structures as part of efforts to drive growth, deepen consumer engagement and modernise its operations.
QNET
The company said the leadership changes were designed to position it for its next phase of growth, with Africa expected to play an increasingly important role in its future business strategy.
QNET said the strengthened leadership team would focus on product innovation, customer experience, distributor education, technology-enabled growth and responsible business practices.
The company announced Mattias Mildenborn as its 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 within the direct-selling industry.
Khoo has experience across global fast-moving consumer goods, beauty and luxury brands, including L’Oréal, LVMH, Shiseido and Tupperware.
Luk brings more than 30 years of financial and commercial leadership experience, including roles with Herbalife and Avon, while Bredenkamp, whose previous experience includes Herbalife and Mercedes-Benz, will lead QNET’s technology transformation and responsible integration of artificial intelligence across the business.
Kuna Senathirajah, Group Managing Director of QI Group, QNET’s parent company, said the new leadership team combined deep industry knowledge, consumer experience and transformation capabilities.
“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,” Senathirajah said.
“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.”
As part of the restructuring, QNET also announced the appointment of two Regional General Managers to strengthen its leadership presence across Africa.
Cherif Sarr was appointed Regional General Manager for Central and West Africa, while Jared Thwaits was named Regional General Manager for East and Southern Africa.
The two executives will oversee growth, market development and responsible business practices in their respective regions, while bringing senior decision-making closer to customers, Independent Distributors and other stakeholders.
Senathirajah said Africa remained central to QNET’s long-term strategy, noting that sustainable growth required leadership that understood the opportunities and realities of individual markets.
“Africa is an important part of QNET’s future, and sustainable growth requires leadership that understands the opportunities and realities of individual markets,” he said.
“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.”
QNET said it would deepen its focus across Africa on improving customer experience, distributor education and onboarding, compliance, consumer awareness, digital capabilities and the introduction of new products in its wellness and personal-care categories.
Sarr said the continent’s young and increasingly digitally connected population was changing how consumers interacted with brands and explored entrepreneurial opportunities.
“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,” he said.
He said growth in the direct-selling industry must be accompanied by improved education, stronger compliance and a clearer understanding of legitimate direct-selling practices.
“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,” Sarr said.
QNET said it would continue to strengthen engagement with customers, distributors and external stakeholders in Sub-Saharan Africa as part of efforts to promote a more transparent and responsible direct-selling environment.
The company said its plans included expanding education and awareness initiatives, strengthening distributor support and compliance programmes and introducing new product innovations.
In a related development, The V, QNET’s sister company and network training and leadership-development arm, appointed Sharad Choudhary as Head of Training and Events.
Choudhary, who joins The V from Modicare in India and previously worked with Amway, is expected to lead a transformation of QNET’s distributor onboarding, product and business education, compliance training and structured learning programmes.
QNET said the training framework in Africa would place greater emphasis on product knowledge, ethical business-building, accurate representation of the QNET business opportunity, consumer protection and compliance.
The leadership changes form part of a broader strategy built around four priorities: product innovation, customer experience, distributor capability and technology-enabled growth.
Under the strategy, QNET said it would develop wellness and personal-care products aligned with changing consumer needs, improve digital tools and services available to customers and Independent Distributors, and use data and artificial intelligence to make the organisation more responsive and efficient.
The company also plans to modernise distributor onboarding, education and compliance, strengthen governance and transparency, and provide independent entrepreneurs with improved tools, education and business support.
The company’s expansion and transformation are coming amid continued growth in the global direct-selling industry, which recorded 163.9 billion dollars in retail sales in 2024, according to the World Federation of Direct Selling Associations.
The industry supports more than 100 million independent representatives worldwide.
Mildenborn said QNET’s transformation would build on its global presence while encouraging the company to rethink how it serves customers and supports its entrepreneurial community.
“QNET has a strong heritage, a passionate global community and enormous potential,” he said.
“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.
