A home shopping business based in north Birmingham has been acquired by a US group.
Betterware, which is based on Hurricane Park near Spaghetti Junction, has been bought in its entirety by Dallas-based CVSL which is listed on the New York Stock Exchange.
It is the tenth company to become part of CVSL and gives the US firm a greater presence in the UK home shopping market.
Betterware was founded in London in 1928 as 'Betterwear' and established headquarters in Birmingham in the 1980s.
It is best known for its houseware and home cleaning products but its range also includes gifts, personal care and beauty, outdoor and electrical products.
CVSL also acquired Kleeneze in March, a Lancashire-based direct-to-consumer company.
John Rochon Jr., vice-chairman and chief financial officer of CVSL, said: "These two famous brands and their sales networks will remain separate while we expect major synergies in the operations of the two companies that we believe will yield efficiencies and improve profitability for both.
"The sales networks and customers of both companies should benefit.
"With Kleeneze and Betterware side by side within CVSL, we have a powerful position in the UK home shopping market.
"With both of these two established consumer growth brands in the CVSL portfolio, we expect to have a total sales network of about 13,000 people in the UK market, making us a major income opportunity creator in the UK and Ireland."
Betterware has around 5,000 distributors and distributes through the UK and Ireland, with around five million orders per year.
For its last reported 12-month period, Betterware reported revenue of about £23 million.
Managing director Rob Way added: "Joining the CVSL family represents a great opportunity for Betterware.
"This will open an exciting new chapter in our company's long and storied history.
"We are eager to make the most of this alliance and believe the efficiencies to be gained will be very good for our distributors and their customers."