CVSL evolved from the strategic vision of the direct selling industry’s most experienced visionary and leader, John Rochon.
Mr. Rochon is the former chairman and CEO of Mary Kay Inc., a company he led through global expansion to 37 countries and a highly successful management-led leveraged buyout, as well as aggressive innovation in the Internet technology to support the company’s independent sales force. Mr. Rochon was also the largest shareholder of Avon. As a direct selling pioneer, he realized that the industry was ripe for a dramatic new step.
In September of 2012, Mr. Rochon acquired a publicly-reporting company whose stock traded over-the-counter, called Computer Vision Systems Laboratories. (The company originally had developed medical devices). Mr. Rochon named a new board of directors that included experts in direct selling and announced his strategy of making CVSL a holding company – as he also put it , a “docking station” – for acquiring multiple direct selling companies.
“It’s an extraordinary story — a fresh new way of looking at a channel of commerce that has proven its ability to change lives around the world. Maybe once in a generation, someone re-invents a sector of the economy. CVSL wants to open new doors in direct selling. We want to bring to this great industry a bold new opportunity.”
As part of CVSL, each company would keep its own unique identity, leadership, brand and culture. The product lines and sales force of the separate CVSL companies would not be mixed. All companies would benefit from shared ideas and efficiencies in the “back of the house,” such as finance, IT and supply chain.
An example of this model in another industry is LVMH (Louis Vuitton Moet Hennessey), a company where distinct brands operate separately under one umbrella.
The first direct seller to become part of CVSL was the much-loved brand of American hand-crafted baskets and other home furnishings, The Longaberger Company, in March of 2013.