Expanding Your DTC Business Globally: Overcoming Common Growing Pains and Seizing the Opportunity

Filuet’s oldest employee, Marco Polo, on his way to launch a new market

Success & Copycat Competitors

Paradoxically, as DTC businesses look to stand out from the crowd, they resort to best branding and marketing practices from within their markets. Copycat competitors take over successful tone-of-voices, brand identities, web lay-outs and marketing campaigns. The result: DTC brands adopting similar looks and feels, thereby losing their uniqueness. It’s the biggest unforeseen challenge for D2C brands today.

Particularly for brands achieving success in the DTC space, it’s critical to keep momentum as you grow. With the increasingly interconnected global economy, a rising number of companies are considering the potential of expanding their operations beyond their local markets. But such ambitions do not come without its challenges. This article provides an all-in-one solution for most (if not all) of such hurdles to long-term success. But this article goes a step further: Even if your brand is not experiencing any significant growth (yet), you will still want to find out about the opportunities presented below. That is, if you seek to grow your customer-base and strengthen your global brand presence this year.


Key takeaways

  • Global expansion is the process of bringing your business operations overseas to new markets.
  • The opportunity is now – the markets in CIS countries are emerging. There is a lack of supply while demands are high. Entering these countries this year instantly opens up your brand to untapped markets.
  • Outsourcing your brand’s expansion process not only helps save time and money in the present, but also avoids problems related to scaling further in the future.


Growing pains and how to solve them effectively

The DTC space is highly competitive. With platforms such as Shopify, practically anyone can start their own brand. The rapid growth of the DTC industry is forcing founders to spend large amounts on marketing- just to set their brands apart. And let’s be honest; brand originality has proven to be challenging to uphold. Brand identities blur as best practices are adopted by others. And since many DTC brands compete for limited eyeballs, customer acquisition costs rise even further.

Common growing pains your brand could face (if not faced already):

  • Difficulty scaling in a competitive market;
  • The uphill battle of finding growth drivers and timely executing them;
  • Too much time spent on managing logistics;
  • Last-mile delivery inefficiencies as you scale;
  • High shipping costs;
  • High CAC;
  • Troubles with seamless integrations between eCommerce platform and order management system, thereby disrupting the communication flow of information

Has your brand experienced one or more of these challenges? Then you’ve probably sought answers on the web. Common solutions presented online include improving your product, rethinking your marketing strategies and putting more emphasis on customer care. If you read about these solutions, it means your competitors are already pouring their blood, sweat and tears into improving those aspects. What if there is another solution that almost literally embodies ‘’thinking outside the box’’?

You have probably heard of the concept of global expansion before. Simply put in a business context: Taking business operations from one market to another. This entails transferring/setting up supply chains, eCommerce fulfilment frameworks, marketing, customer support and essentially every component required to run your business in the new target market. By choosing to expand your product range to untapped markets, there is no need to fine-tune your offering, double down on marketing or stress about what sets you apart from the rest. Stick to what you do, but do it elsewhere.

Expanding to emerging markets is a logical next step for your business, particularly when business growth exceeds borders. There is little to no competition in emerging markets, which instantly makes you a market leader. Apart from increased sales, you’re strengthening your brand presence worldwide as you place your products in front of foreign target groups. Increased international credibility leads to increased customers and thus creates access to a global market share.

Expanding to the CIS countries – untapped potential

As the competition in tier-1 countries like Germany and the United States is fierce and media prices soar, now is the time to look east and conquer new and emerging markets. Apart from the factors pushing DTC brands out of the West, there are numerous pull factors that make the Commonwealth of Independent States (CIS) so appealing for business:

  1. The Baltics are conveniently located between Europe and Asia with easy access to numerous untapped markets.
  2. Kazakhstan, located on the Silk Road and positioned as a hub for companies seeking to enter the Central Asian markets, represents 50 million consumers. The lucrative opportunities in various sectors are plenty.
  3. Countries like Latvia, Estonia and Uzbekistan are home to highly educated and multilingual workforces, making them ideal locations for businesses looking to grow internationally.
  4. Stable political and economic environments with a strong commitment to the rule of law and transparent business practices.
  5. Many CIS countries boast pro-business policies & competitive tax rates, making it a smart choice for companies looking to thrive. These growing economies offer endless opportunities in various industries that are ready to scale.
  6. Relatively low costs and ease of establishing a business.
  7. Perhaps the biggest draw of the CIS countries is their strong connectivity to the rest of Europe. With excellent transportation and communication systems in place, it’s easy for businesses to establish and grow their operations across the CIS countries.

With a combined population of over 230 million consumers, the CIS countries offer an excellent opportunity for your brand to expand.

You don’t have to do this alone

Deciding to expand to target markets is one thing, but getting it done is an entirely different beast. There is much to consider and an ocean of work to be done to facilitate such an expansion. Think of matters related to the workforce, compliance with local laws, warehousing, and logistics, let alone language barriers and cultural differences.

Such time and money-consuming arrangements are unavoidable.

Fortunately, there’s no need to reinvent the wheel. Your business need not be located in your target market for global expansion to make sense; even having affiliates can benefit your company’s bottom line and increase sales. In fact, teaming up with local partners enables you to pass all the ‘dirty work’ to a third party that knows precisely how to handle the process, allowing you to enter a new target market effectively.

Unpopular opinion: being risk averse shouldn’t be a barrier to business growth.

Choosing to outsource your brand’s global expansion is not only the safer option, but the most efficient option. If you can choose between the hard or the easy way, where the easy way yields better results – why choose the hard way?

Filuet: The Marco Polo for direct-selling brands

For a global expansion to be a success, it’s essential to have local know-how.

For over 2 decades, Filuet has helped major DTC brands enter and succeed in Eurasian markets. We have a presence in more than 17 markets, with a collective population of 300+ million potential end-consumers. Our 360-degree solutions give you an array of plug-and-play options that cut your market penetration costs, save time and, well, win you more business. From logistics to payment processing, Filuet serves as your one-stop-shop, enabling you to hit the ground running with minimum risks. Simply put, we help you do what you do best by outsourcing the rest.

Ready to expand your customer base?

  • Visit our website www.filuet.com to learn more about how we can help your business take the leap cross-border.
  • Feel free to ask any questions on scaling your business. We are here to remove your doubts.
  • We also do free consultations to explore how we can help you succeed globally. Get in touch at info@filuet.com

Why Cyprus?

From hosting some of the world’s most historical sites to the vibrant Mediterranean culture, the many charms of Cyprus make it an irresistible destination. Cyprus is well known for its warm weather welcoming people, and scenic beaches, but that isn’t everything the island has to offer. You’ll also find quaint historic villages, ancient ruins, incredible mountains, and wonderful, vibrant cities. Keep reading for all reasons why Cyprus is the best destination!

Cyprus enjoys around 320 days of sunshine a year! The Mediterranean Island has blue skies and perfect year-round weather; Cyprus enjoys mild winters, longer summers, and short autumn and spring periods, making it one of the best holiday destinations for topping up vitamin D.

Cyprus is known for its beautiful sandy beaches with clean waters – the European Environment Agency recognizes Cyprus’s beaches as the cleanest in Europe. Besides, it’s the most peaceful place on earth, with rugged mountains and picturesque countryside. The friendliness of the locals is admirable. You will see friends exchange lengthy pleasantries accompanied by affectionate pecks – Cypriots are known for their laidback and warm nature.

In Cyprus, there’s always a reason to celebrate- they are known for their love of having a good time with the best food! Tourists are promised a magnificent experience all year round. The laidback Cypriot lifestyle is something to be experienced- Cyprus offers you carefree and slow-paced days to enjoy long walks by the beach or ride through the mountains or forests surrounded by flowers and plants.

Offering something for everyone, regardless of interests, age, or budget, Cyprus describes itself as a year-round island, where each season brings something new and wonderful for visitors to discover, from swimming in the warm blue waters of the Mediterranean Sea to rambling in pine-scented forests, skiing on the snowy peaks of the mountains, cycling through the countryside and wandering around the ancient Greek temples and magnificent Byzantine churches.

Both nature lovers and lovers of luxury will have the time of their life; Agro-tourism holiday options offer visitors a chance to enjoy the Cypriot culture and rural life like a local. For visitors who wish to appreciate a life of luxury in Cyprus, there are many options- from family-run luxury hotels to five-star resorts; you are guaranteed the allure of traditional Cypriot hospitality combined with modern sophistication. Cyprus is also home to several casinos and world-class sporting and spa facilities for your entertainment, notably in spots such as the Famagusta beaches and Karpas.

Apart from the many leisurely joys, the island has to offer, it serves as the place many (outlandish) corporates call home. This, of course, is no coincidence, and there are many advantages to having your head offices in Cyprus. For one, the island’s tax system is highly appealing from a business perspective. The Standard corporate tax rate is the lowest in all of Europe at 12.5 %. For the sake of comparison, that is less than half the rate in the Netherlands (25.8 %)! Cyprus has a territorial tax system, meaning that only locally sourced incomes are taxed. In fact, it’s not uncommon to be fully exempted from paying taxes on dividends and capital gains, withholding taxes, and profits from the disposal of securities. It takes no Elon Musk to realize how favorable these tax benefits can be to one’s business.

Next to tax benefits, there are many investment opportunities in Cyprus. As mentioned before, Cyprus is one of the most touristic countries in Europe, and its location makes it a significant player in the global shipping industry. Its unique location and EU membership enable it to function as the gateway between Europe and the Middle East (and Asia, for that matter). This makes it a very convenient place of corporate residence from which to run international trade.

The real estate business is thriving in Cyprus. With a constant tourist flow from April to November, it is easy to rent out houses and apartments with an ocean view. Add to that Cyprus’ low crime rates, loyal tax systems, European level of healthcare, and numerous schools for foreigners, and you can see why real estate is in such high demand on the island. In fact, by investing in real estate, you can opt for EU citizenship within 6 months after your investment.

Starting a financial business with Cyprus as your European headquarters requires no additional licensing nor establishment of branches or offices for other EU members. There are many advantages here. Setting up your company in Cyprus allows you to enjoy the international status of having an EU-based company, gain access to world-class financial services, pay yourself tax-free dividends, and do business without restrictions in Europe. Within 5 days(!), you can have your business set up remotely. The government has taken many business initiatives to encourage business as much as possible, be it by foreign- or local investors. These initiatives have made Cyprus the best option for companies looking to optimize their taxes legally.

Work hard, play hard really seems to be the motto in Cyprus, with plenty of opportunities for both. Cyprus is the perfect answer if you’re thinking big with your business and aspiring to operate internationally while enjoying the many local fruits the Mediterranean has to offer. If you have any questions regarding setting up shops in Cyprus, drop us a message. We have all your answers! If you’re here for some quality time, contact us, and let’s have a drink.


Tell me a bit about yourself: family, Hobbies, Fav. Beverage & meal, Favorite way to spend time?

I consider myself a family man, married to my beautiful wife Christina for 14 years and having two great kids.  My son Markos will be turning 12 in the summer, and my daughter Eva just turned 3.  With work, kids, family, and crazy busy life, I find peace in going out with friends for drinks. So, I would say that my real hobby is afternoon drinks with friends 😉  I am also a foody, so my two interests complement each other.

We’ve noticed that your Academic & Professional background is really interesting, can you please tell us some more?

Academically, I entered the accounting path, studying Accounting and Finance and continuing with ACCA qualification and training with a big 4.  However, in my professional career, I was always fascinated with roles more involved in strategy and business development.  I always thought that the role of the CFO is a strategic role that needs to be involved in the center of the business and not a back-office role, and I have always strived to build that profile.  I am currently finishing up my Executive MBA at Warwick University, which in a way, helps me consolidate this thinking with the right skills and tools.

Please tell us about your on-boarding to Filuet; How was your journey since joining, especially on time of a global crisis? How does it feel to join as a CFO to a 30 year’s old company?

Filuet is a unique company with a strong DNA infuse of its founder and the core team, which is really appealing. The onboarding process was very smooth and seamless, making me feel welcome and needed from day 1.

Being a new employee during a global crisis can be a scary feeling, even more, if you are in an Executive position where you are expected to exert leadership and solutions.  This is a make-or-break time for any individual. Luckily for me, the Filuet DNA is resistant to crisis panic.  Early on, we had some exciting meetings to appraise the situation and make initial plans which was a great stress release.  How we have been dealing with the crisis and the everchanging global environment allows people in all positions of the organization to remain focused on their job and be motivated and creative. Crisis aside, being a new CFO of an established and constantly growing company like Filuet is a huge challenge. In my capacity, I have to ensure that the Financial Management of the company is in great shape, but at the same time ensure its transition to a more digital and connected environment.  Digital transformation is the priority on the agenda of most CFOs, and it is even more crucial in technology companies like Filuet, which operate in the global arena.

What person, real or imagined, living or dead, would you most like to have dinner with and why?

Fascinating question; I have actually never thought about this until now; I would say Frank Sinatra.  Despite my age (40), I have always been a big fan of Frank and his timeless style.  I am sure he would have been a great company to hang out with, and he should have some crazy stories to share from an entire life in a significant era.  It would have been great to see Frank’s way “I did it my way…”

As these strange times lead us to digitalize our internationality, we would like to ask you what is your favorite/ dream destination for vacation & ultimate destination for work?

I love traveling, and there are still many destinations on my bucket list, but the Caribbean is a more dreamy and exotic destination than others.  When it comes to working, I choose Cyprus!  I think Cyprus is a great place to live and work, ideal for a family but also fun and exciting.  Plus, a minimum of 300 days of sunshine, fantastic sandy beaches, and all year-round swimming.  Also, safe, accessible, and not very expensive.  It is no wonder that so many people and companies around the globe choose to relocate here.    

Where are you seeing Filuet in 10 years from now?, you know what – in your case we would like to also ask you what are your plans for the next 5 years?

10 years from now, I see a great future for Filuet- which was the driving force for choosing to join the company.  The company is very well positioned to continue its geographic expansion in APAC and the development of new services and markets.  As a technology company, I see Filuet moving more into software and added services sales, which can influence huge growth potential. 

My five-year plans are somewhat tight to the company’s goals and plans.  I want to complete the transformation of the Finance function in the next year, enabling me to focus on supporting the company with its greater transformational and growth goals.

That’s it, would you like to use this opportunity and forward a message to Filuet team?

The future is great for forward-looking companies like Filuet, and we are lucky to be a part of this great family.  Thank you all for working with me; I look forward to challenging and rewarding times ahead.

Editor’s Letter: Why Our March and 30 Anniversary Celebrates Creativity

One from the young generation of Filuet


This year, we agreed that March 2022, our anniversary month, should be used to highlight and celebrate creativity. At a time when the world is experiencing so many challenges, the joys of celebrating our 30 anniversary seem insane. However, it can drive us, more than ever, to a place of bliss, even if only for a brief instant. At home, closing your eyes to the rhythm of your favorite song can transport you far, far away. And what about opening up a bottle of good wine and drinking up to the good the future holds? Instant gratification.

30 years seem to be passing by so effortlessly. However, how should we know? 30 years ago, we didn’t really exist. Thinking about those days when my father and grandfather, two immigrants from the USSR, built up a company from scratch – how does it happen? Where did they get the inspiration from? Those days, the conditions in Israel weren’t optimal. Our grandfather, an engineer in his profession (or how he likes to call it – “academic carrier”), and my father, 23 years old boy, built up a brilliant company together on the idea of logistics & international expansion services. We think that these two are brilliant and, at that time, represented the finest of creativity.

It is regrettable that historically, the work of creatives has been undervalued on so many occasions. For instance, see Vincent van Gogh, who died in poverty and with one fewer ear, only celebrated after his passing. Just imagine what could have happened if he found himself a “Marios”, an “Olga”, and an “Omiros” during his lifetime. Naturally, we’re aware that other activities and jobs are of equal or even greater importance than creatives. Yet, we cannot help but think of how creativity is a courier of beauty, depth, and color to our world. It’s the drive to anything we do; It’s the thing that will help us get out of times of crisis. 

This made us think that while creativity is not limited to any region, as Filuet is not, it makes sense to focus our letter on the territories we have not yet “conquered”….

This March marks the 30 anniversary of Filuet. We have had our ups & downs over the last 30 years, but you, our friends, clients, colleagues, and partners, have given us the inspiration and creativity we needed to overcome any crisis and get out even stronger through those hardships. You make us feel prouder every day. Even on such days when the future seems vague, it is still possible to see what the future holds – prosperity and progress. We are confident that we will face any challenges heroically, all thanks to our exceptional people and brilliant minds. Creativity and innovation will push us to do better things and overcome any obstacle. This feeling wouldn’t have been possible without our teams’ creative and innovative minds, which Filuet is fortunate to have on staff – giving us peace of mind when facing new challenges. You are the core of this fantastic big loving company – Filuet.

As you read this letter and watch those pictures, we hope you will feel proud and curious about the stories of success we are shining a spotlight on, from the first launch of the Automated Sales Center through the opening of our offices in Cyprus to the first time presenting the Herbalife24 virtual triathlon. This gives us the optimism to hold up for what the future holds – a world of opportunities ahead at any time. For the next 30 years of our company, we aspire to lead – to lead our partners and clients to new, untapped markets, to help them do what they do best, and to be a pioneer of new technological solutions that will elevate direct selling corporates, their members and distributors in their way to success all around the globe.

We would like to end this letter by thanking the entire team involved in making Filuet what it is today. From the people in the offices, warehouses, and our external contributors, to our partners who supported us even when their businesses were suffering. You are the ultimate reason we put so many hours of hard work into all we do. This is your company, so happy birthday to you, too. Thank you! May the next 30 years will be as good as the last 30.


Meet Filuet – Olga Bestcennaya

This month we are proud to introduce Olga Bestcennaya, our Managing Director in Russia & CIS markets. We are together many many years, we can’t really imagine Filuet history without you, Olga.

So tell us a bit about yourself, your family, fav. way to spend your free time?

I was born in a small Ukrainian city called Berdichev. Being a young Soviet professional, my dad got the job of the city’s Chief Architect, and the family moved there. When I was 17, I left home to study Philosophy and Political science at Saint Petersburg State University. I had an ideal student experience; I met my friends for life and my husband there. The academic education shaped my thinking, while bright minds impacted my personality. I always had that zeal to understand the laws of how the world works, which played well when I was doing my MBA at Antwerp Management School. I love doing business, a thing I have in common with my 23 years old son, which I love to discuss with such things. I spend most of my time at work and with my family. My other interests include mindfulness and embodiment.

Please tell me about your time with Filuet; When do you get on board? How was your journey since then?

My journey with Filuet started 21 years ago. I remember my first days at Filuet when I met Alex; young as myself, approachable, Alex looked like a guy on a mission 😊. Our first project together was to help Ozon to export books to Israel. Since then, the journey was never dull, often challenging and teaching, always encouraging to develop myself professionally. Looking back at the past two decades, I couldn’t wish for a better company for myself to work at, and I still feel passionate about its future.

What person, real or imagined, living or dead, would you most like to have dinner with and why?

If I could go back in time, I would like to talk with my grandfather. As a child, I didn’t know neither could potentially comprehend what a life he had to live. He was from a Russian Cossacks family and became a physics teacher and school principal. Honored as the War hero, he was repressed by communists. He survived the fascist concentration camp and Stalin’s Gulag. My grandfather was the kindest, modest, and most caring person I can remember. 

As these strange times lead us to digitalize our internationality, we would like to ask you your favorite/ dream destination for vacation & the ultimate destination for work is?

I am not a big fan of resorts; many types of those sound rather boring to me, but any World Heritage site or any opportunity to experience the wild nature would make me start packing my bag immediately.  As to the work-life balance, my ultimate destination would be Switzerland. I have good friends there, and being a frequent traveler, I admired many things about the country. Looking forward to opening Filuet branch in Zurich 🙂

Where do you see Filuet 10 years from now?

In 10 years from now, I see Filuet being a wealthy, strong brand, a company with an entrepreneurial spirit and unique business identity, doing business in a few advanced industries across the new Silk Road and beyond, connecting and bridging businesses from different economies and business cultures.

That’s it, would you like to use this opportunity and forward a message to Filuet team?

Dear Filuet team! The following year is going to be remarkable at Filuet. We want to call it a year of HR and dedicate it to our people and talent. I suggest that everyone will have an opportunity to step up and shine. I’m looking forward to making it happen, together!

Meet Filuet – Alex Filippov

It was not a long time ago when this “likely lad” joined us in Filuet, and since he did, Alex Filippov our Set up and support engineer of the automated retail division is doing really well. In his own words: “The most important thing, is that everyone helps each other!” Yes, Alex it really is the most important thing and you are a big part of it! Read the full interview >>

  • Hello Alex! How are you today?

I feel great! I take the early morning shift with that I am early bird, so I feel fresh!

Tell me a bit about yourself: family, Hobbies, Education, Fav. Beverage & meal, Favorite way to spend time?

I am married, and a dad as well, plus I got a son on the way! My prime hobbies are working on sound, that may include anything from music production to games, and other interesting projects. I have a bachelor degree in Sound Engineering and Digital Music as well a Master’s degree in Applied Sound (audio programming and integration with games), all my education was in English since the 6th grade. Part of my hobbies is cooking as well, so I like to try different things with foods and drinks, I am big fan of hummus and sucker for good beer! I spend my time with family, outdoors and sometimes I might have drink with some friends. 

Please tell me about your time with Filuet; When you got on board? How was your journey since then?

 I have worked in different fields, but with a tech mindset, I got on board with Filuet about a year ago. A friend of mine was looking for candidates and he suggested this role for me. It has been an exciting journey so far, I have learned a ton over a year, and got do even few business trips.

What person, real or imagined, living or dead, would you most like to have dinner with and why?

I love music, so I would most likely have dinner with late Joseph Hill. The prime reason is to have a chance to talk about his music, yet also to listen to his views on life! As I would have ton of questions about music production from his era, and I would love to learn about a struggle that one overcomes towards success; as to me that is a key ingredient towards true contentment that one might find in life.

As these strange times lead us to digitalize our internationality, we would like to ask you what is your favorite/ dream destination for vacation & ultimate destination for work?

Vacation for me would be amazing somewhere where there is sun and sea and little bit of history! I would like to work/live somewhere where there would a sea, ocean or a lake! The horizon filled with water, makes me really calm.

Where are you seeing Filuet in 10 years from now?

I think Filuet will rise even larger due to its adaptive innovative solutions that it can offer. Past year we have opened new regions and have furthered our services, in 10 years I see Filuet among global companies spearing further across the globe.

That’s it, would you like to use this opportunity and forward a message to Filuet team?

We have a solid team when it comes to working together. I don’t think I would ever learn so fast if it wasn’t for our team and top management. It is really awesome that our superiors always give different opportunities to try different things. The most important thing, is that everyone helps each other!

Meet Filuet – Alex Rashkovan

Learning the “black market” as a child in Soviet times and reading business books as a teen – these are just two of the things that make our Chairman @AlexRashkovan so interesting.

During our recent conversation with Alex, we uncovered a trove of inspiring stories that have shaped him into the person he is today.

I: Hello Alex! How are you today?

A: As they say in Italy, tutto grande – just great!

I: Tell me a bit about yourself – your family, hobbies, education, favorite beverage & meal, favorite way to spend time, etc.

A: I was lucky to be born into a family of to-be immigrants; my parents had the wisdom to emigrate from the USSR (a country that no longer exists) to Israel when I was just 7 years old. Growing up in Tel-Aviv was super fun, I felt “local” very quickly, I became Maccabi TLV fan (forever!) and started surfing – both being a Maccabi supporter and surfing are the two things that I believe define me, beyond just a hobby. 

After high school, as all Israeli kids do, I served for 3 years in the IDF. I loved my service in the Israeli air force, learned so much and most important acquired my best 3 friends. In 1992, after the army and in parallel to starting Filuet with my Dad, I enrolled into a local college but after 3 months I realized that it is not for me, as I like learning by doing. 

[I am] married to Revital, have 3 kids, Adar, Bar, Yuval. Bar and Adar recently decided to join Filuet and I am super proud and happy that it was their decision to tie up there professional career with Filuet. Which brings me nicely to my favorite way to spend time – traveling with my family to our favourite destinations on the globe, drinking wine and exploring new flavors while listening to our supercharging playlists.  

 I: Please tell me about your time with Filuet. When did you get on board? How was your journey since then?

A: When did I get on board…well first my Dad and I had to create the “board” by founding Filuet on 15.3.1992. I always say that most start-ups have the luxury to start from zero we started with 15,000 $ deficit. My Filuet journey was – and still is – my very own Disney World. As a teenager when my friends were reading spy-books, I was reading business and motivation books. This shaped my international business dreams, which eventually become my Filuet journey. I was lucky to meet along the way great guys like Olga, Marios, Omiros, the Konstantins’s, Ilze, Kristina, Inna, Sara that decided to join the Filuet global journey.

I: What person, real or imagined, living or dead, would you most like to have dinner with and why?

A: My Babushka Eva. She is my inspiration & lighthouse until this very day, as little kid spending time with her on the “black-market” during soviet time shaped my understanding of how trade works, what is buying power, supply-demand. I have no doubt that even in today’s world my Babushka could have offered me great guidance and advice.

I: As these strange times lead us to digitalize our internationality; we would like to ask you what is your favorite/dream destination for vacation & ultimate destination for work?

A: [My] dream vacation destination [is] San Sebastian. [My] ultimate destination for work [is] Filuet’s HQ in Limassol or anywhere in the world with Marios.

 I: Where do you see Filuet in 10 years from now?

A: About a decade ago we produced a short video about Filuet. In 10 years from now, we will still be on our Marco Polo road, introducing our unique business model from country to country.

 I: That’s it, would you like to use this opportunity and forward a message to Filuet’s team?

A: I know that what I’m about to say is a bit naïve but I hope that Filuet is good company to work for, offering a bit of fun every now then and if not please let me know. To wrap up I want to say a very big THANK YOU to the entire Filuet team for spending your time and sharing your talent with us while so many other opportunities are out there!

Herbalife Nutrition New Market Opening, Uzbekistan

Filuet TOS™ Model Case Study

We tackled every aspect of the market approach opening from A to Z, without making our clients endure the entire alphabet…

Filuet’s vision to be the “Marco Polo for Direct sales companies” proved right once again when Herbalife Nutrition finally entered Uzbekistan in August 2020 – and before long, sales in the region were gaining rapid momentum, while overcoming the difficulties in the midst of a pandemic. While the road was far from smooth, the strategy Filuet formulated and implemented – with the TOS model coupled by joining forces with Herbalife’s local sales team leaders and management in the CIS region – Herbalife could finally start selling. Even with market conditions stacked against us.

Uzbekistan is undoubtedly a distinctive country – not only with regards to the Eastern mentality, but also the unique business conditions and regulations. All of these subjects were considered in the strategy creation process. Filuet’s experienced international expansion team investigated the market, legal & tax requirements, importation & certification demands and other business requirements. Beyond our experience with presence in 19 nations, we leveraged the power of both local experts (mostly for requirements gathering) and local Herbalife Nutrition members to better understand their needs. Based on this detailed research, we built a flexible strategy to open the market for Herbalife.

Filuet Total Outsourcing Solution – TOS

The TOS model integrates all IT-systems, business processes, and inventory management with the Herbalife regional management office, and provides all local members with product access and better service through an omni-channel eco-system. There was no need for Herbalife to establish a subsidiary in the new country or hire local staff – the total outsourcing solution, delivered by a loyal and reliable partner, offered a more stable and cost-efficient alternative.

The sales plan we chose, designed, and implemented made it possible to not only kickstart sales for Herbalife in Uzbekistan, but also achieve high indicators in a short period of time.

Even when the premises were ready but unable to operate due to quarantine restrictions, Filuet reacted with a plan – as is in our nature – exploring proactive ways to use the space and staff to enable product access for Herbalife members.

The entire infrastructure (warehouse, office, points of sales) was set-up and operated by Filuet in strict coordination with Herbalife compliance and ESG requirements. From sourcing 21 trustworthy full-time employees to running domestic operations for Herbalife in Uzbekistan – while ensuring legal, tax, product, and corporate compliance, we did it all. From the start, we were tasked with building a sustainable and transparent business, while keeping in mind the need to embed corporate governance, a code of business conduct, and ethics.

Circumstances of Uncertainty and Crisis are NOT an Obstacle for Operating!

Though 2020 was one of the most unstable years globally and in Uzbekistan – with the dawn of the COVID-19 pandemic and the turbulent business climate at the hands of recent regime change – Filuet maintained its signature “can do” attitude to help launch the Herbalife Nutrition Urban Sales & Fulfillment Centre in the heart of Tashkent.

We applaud every member of the team who participated in the project – Well done!

Want to be Filuet’s next featured success story? Contact us today to learn more about what we did for Herbalife Nutrition in Uzbekistan and the CIS region, and how can we assist your business using our unique TOS model. Let’s penetrate new markets and create a better world, together.

1st year celebrations on Zoom

Meet Filuet – Igor Gutsaev

In this episode of Meet Filuet we are happy to introduce our Senior Software Developer Team Leader – Mr. Igor Gutsaev!

Hi Igor! Our software master, can you please tell me a bit about yourself?

Hi! My name is Igor, I’m married with one 7 years old son and an adorable tomcat 😻.

Since I was born, I am living in Russia, where the winter is never ending (which definitely influenced my character and endowed me with patience and nerve of steel). Aviation has always been my passion, so there was no question of where to study- and in 2010 I graduated Moscow Aviation Institute in the specialty of Applied mathematics. I also love hiking, culinary experiments and science fiction.

Please tell me about your time with Filuet; When you got on board? How was your journey since then?

Back at the end of 2018, I was looking for an agile and dynamic team that wants to become a technology company, what lead me to my perfect match – Filuet. Since then, I have built a strong team and an innovative & demanded solution, in which I find a lot of inspiration, and in Filuet team in general. Over the past 2 years we had more than 0.5 million ASC orders!

 Where are you seeing Filuet in 10 years from now?

My feverish dream is for Filuet to become a fully digitalized company and the market leader in the unmanned retail sector during the next decade.

As these strange times lead us to digitalize our internationality, we would like to ask you what is your favorite/ dream destination for vacation & ultimate destination for work?

I don’t know about a specific location, but my ultimate goal is to create a profitable and world-famous product that will be operating all around the world!

What person, real or imagined, living or dead, would you most like to have dinner with and why?

Regarding the person I like to have dinner with, I would say I’d rather meet with my own granddad who died when I was 4. I vaguely remember how we had fun together and regret that he passed away so early.

Meet Filuet – Konstantin Bystrov

In this episode of Meet Filuet we are happy to introduce our IT Director, the one and only – Konstantin Bystrov.

Hi Konstantin! How are you today?

Hi, Currently I am on Dacha enjoy countryside style of life.

Our IT director – Konstantin Bystrov

Can you please tell us a bit about yourself?

“My name is Konstantin, I’m married with three children. All my hobbies are related with extreme – sailing, mountains ski, diving. But in the last two years, during Covid lockdown, I started really enjoying fishing with my sons. My favorite cuisine is Italian & French, and mostly it’s related not to pretentious restaurants, but small “home” cafes. I also like to test local cuisines in each country I travel to. Everyday education and new knowledge is a life for IT person.”

Please tell me about your time with Filuet; When you got on board? How was your journey since then?

״I joined Filuet 3 years ago, and I still enjoy the family atmosphere as if I just got in. My role is Filuet group IT Director. I like that Filuet doesn’t stay in one field and always looking for new opportunities in the business world. As I see it, Filuet’s adaptation way of business to rapid changed environment of market is one of its biggest strength. My dream is to meet my colleagues from other countries (offline!!) soon.”

What person, real or imagined, living or dead, would you most like to have dinner with and why?

״I have many interests, from different aspects of life, so I would like to say that from each aspect I would like to meet one person 🙂 From the political world I would like to meet Angela Merkel, from the business world- Elon Musk, actor- Philip Hopkins, and from the science world- Stephen Hawking.”

As these strange times lead us to digitalize our internationality, we would like to ask you what is your favorite/ dream destination for vacation & ultimate destination for work?

“Many of my friends and relatives live in Germany, so I hope to visit them immediately after opening borders. Germany will be good starting point to visit all my favorite places I dreamt visiting during lockdown- Swiss, France and Italy. As for working remotely- Germany is my ultimate destination.”

Where are you seeing Filuet in 10 years from now?

“In 10 years from now, I see Filuet’s digital transformation continues, with no ‘standard’ operations in the business at all. The company will be presented at 110 countries with billion turnover.”

That’s it, would you like to use this opportunity and forward a message to Filuet team?

“I Would like to use this stage and encourage our global team with a statement – Togetherness, Agile, Customer orientation.

If we follow these 3 when coming to work, we can achieve everything!”

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