Norwex

Overview

Norwex was founded in Norway in 1994 by Bjørn Nicolaisen around a microfiber cloth designed to clean using water instead of chemical cleaners, reflecting a stated mission of reducing household chemical use. The company entered the home-party sales market in Norway in 1995, was brought to Canada in 1999, and later expanded into the United States. Its U.S. corporate entity, Norwex USA, Inc., is headquartered in Coppell, Texas, and was incorporated in 2011 per Texas business filings, though the Norwex brand and business itself trace back to 1994. The company sells its microfiber textiles, cleaning tools, and personal care lines through a network-marketing model: independent Sales Consultants sell products directly to customers, including through in-home and virtual parties, and can earn additional unilevel-structured commissions by building and mentoring their own downline of consultants. Norwex has grown into a multi-country operation with a presence across North America, Europe, and Oceania, including the United States, Canada, Norway, Germany, the Baltic states, Malta, Australia, and New Zealand. It is a privately held company; its U.S. subsidiary reports a workforce in the low hundreds of employees, separate from its larger base of independent consultants.