In late October 2024, Thirty-One Gifts, a well-known direct sales and multi-level marketing company, announced it would be ceasing operations by the end of the year.
The decision was confirmed by founder Cindy Monroe, who shared the news on the company’s official Instagram account, reflecting on its 21-year history.
Thirty-One Gifts, which is now owned by the investment firm Kanbrick, built a loyal customer base through its customizable bags, accessories, and home products.
As the company prepares to close its doors, this announcement has left many consultants and customers wondering about the future, particularly those in Canada, where the brand has maintained a strong presence.
The closure signals a significant shift for both the company and the direct selling industry at large, as economic pressures and changing consumer trends take their toll.
What Is the History of Thirty-One Gifts in Canada?
Thirty-One Gifts was founded in 2003 by Cindy Monroe in Tennessee, USA. After building a strong reputation in the U.S. market with its customizable bags, accessories, and home organization products, the company expanded its operations into Canada.
The brand’s unique product offerings, combined with a direct sales model, quickly gained traction among Canadian consumers looking for personalized goods.
Thirty-One’s business model also appealed to Canadians seeking flexible income opportunities through direct selling. By 2012, the company had established a significant presence in Canada, offering thousands of consultants the chance to build their own businesses.
Its community-driven approach, often centered around in-home parties and events, helped foster close relationships between consultants and customers.
This personal touch, along with the high quality of the products, allowed Thirty-One to build a loyal customer base across several provinces, a community now preparing for the company’s upcoming closure.
Why Is Thirty-One Going Out of Business in Canada?
The primary reasons for Thirty-One Gifts’ closure are rooted in the changing retail landscape, increased competition, and financial challenges.
Factors Contributing to the Closure
- Rise of E-Commerce: The significant growth of online shopping has disrupted the direct selling model that Thirty-One relied on, as consumers prefer the convenience of purchasing products online.
- Decline of In-Person Sales: Traditional in-home party plans have lost popularity, and the company struggled to fully adapt to a digital-first approach.
- Increased Competition: Independent e-commerce brands and retail stores offer similar products, making it difficult for Thirty-One to stand out in a crowded market.
- Economic Pressures: Factors such as the global pandemic have exacerbated financial challenges, forcing the company to either evolve rapidly or shut down.
Despite efforts to remain relevant, Thirty-One ultimately chose to wind down its operations globally, including in Canada.
This highlights the broader difficulties that direct selling companies face in an increasingly digital world.
What Role Did Kanbrick Play in Thirty-One Gifts’ Closure?
In 2020, Kanbrick, an investment firm led by Tracy Britt Cool, acquired Thirty-One Gifts with the goal of modernizing the company’s operations.
Under new leadership, including CEO Camelle Kent, the company introduced several changes aimed at driving growth in a shifting retail environment.
Initiatives Introduced by Kanbrick
- Digital Expansion: Efforts were made to expand the company’s digital platforms and online presence.
- Consultant Support: Provided consultants with new tools and resources to enhance online sales and marketing.
- Product Innovation: Introduced new products and personalized options to attract a broader customer base.
Despite these initiatives, Thirty-One struggled to transition fully from its traditional party-plan model to a more digital-first approach.
Kanbrick’s efforts to innovate and modernize came too late to counteract the declining interest in direct selling.
While the firm sought to rejuvenate the business, the closure announcement reflects the broader challenges of adapting to changing consumer preferences, signaling that innovation alone was not enough to save the company.
How Will Thirty-One’s Closure Affect Canadian Consultants and Customers?
Impact on Consultants
- Loss of Income: The closure marks the end of a flexible income stream for many consultants who relied on direct sales.
- Need for Transition: Consultants will need to seek new opportunities, either within the direct selling space or in other industries.
- Community Disruption: The supportive network built around the Thirty-One community will be affected.
Impact on Customers
- Product Accessibility: Canadian consumers who loved the brand’s personalized bags and accessories will need to look for alternatives.
- Change in Shopping Experience: The personalized in-home parties and direct relationships with consultants will no longer be available.
- Loyalty and Trust: Customers may find it challenging to replace the trust and rapport built with their consultants.
What Does Thirty-One’s Closure Say About the Future of Direct Selling?
The closure of Thirty-One Gifts reflects broader challenges facing the direct selling industry, particularly in Canada.
Many companies in this sector are grappling with the rise of online retail, which has altered consumer preferences. Shoppers increasingly favor e-commerce over home-based parties or in-person sales.
This shift is compounded by the challenges of maintaining a consultant network in a post-pandemic world, where social distancing made face-to-face sales difficult.
Thirty-One’s exit suggests that more direct selling companies may need to reconsider their business models to survive.
How Has Social Media Reacted to Thirty-One’s Closure?
News of Thirty-One’s closure quickly went viral, particularly on TikTok, where consultants and customers voiced their concerns.
Videos featuring emotional reactions, including consultants reminiscing about their experiences with the brand, have circulated widely.
Social media has become a platform for both mourning and seeking answers.
Many customers have expressed disappointment at losing a brand they loved, while consultants are sharing tips on transitioning to other direct selling or e-commerce businesses.
This wave of content reflects the strong emotional connection many had with Thirty-One.
How Are Thirty-One Consultants Responding to the Closure?
Many Thirty-One consultants, especially in Canada, are now faced with uncertainty as the company prepares to shut down.
Consultant Responses
- Exploring Alternatives: Some are transitioning to other direct selling companies or exploring opportunities in e-commerce.
- Career Shifts: Others are considering new career paths outside the industry altogether.
- Community Discussions: The closure has sparked conversations about the viability of similar businesses and the future of direct selling.
For some consultants, this may signal a shift away from traditional MLM models toward more sustainable, independent business opportunities.
Are There Still Opportunities Available with Thirty-One Gifts?
Despite the impending closure, there are still opportunities for those interested in becoming a Thirty-One consultant before operations cease.
Benefits of Being a Thirty-One Consultant
1. Extra Cash
- Earn Commission: Receive a 20% commission on every sale, plus an additional 5% back in product credit on all retail sales.
- Income Potential: While you can earn extra income, it’s important to set realistic expectations. Many consultants earn moderate income, with the majority averaging around $500 in annual commissions, according to the company’s income disclosure.
2. Product Perks
- Discounts: Enjoy a 40% discount on all products.
- Free Items: Access opportunities to earn free products every month.
- Share What You Love: Use these perks to showcase products to your customers and share your enthusiasm.
3. Empowering Community
- The Pink Bubble: Join a fun, supportive, and inclusive community that offers friendship and encouragement.
- Networking: Connect with like-minded individuals who are passionate about the products and the business.
4. Unique Products
- Personalized Items: Offer customers products crafted from sustainable materials and designed to simplify life with style.
- Customer Feedback: Be aware that some customers feel the products are priced higher than similar items in retail stores, which may affect purchasing decisions.
5. Recognition
- Rewards: Earn recognition and rewards for sharing the Thirty-One experience and achieving milestones.
- Career Growth: Understand that higher earnings and rewards are typically achieved by those who build larger teams, as is common in multi-level marketing models.
6. Flexibility
- Your Business, Your Way: Choose when, where, and how you run your business.
- Work-Life Balance: Build a schedule that fits your lifestyle and personal commitments.
Getting Started as a Consultant
1. Sign-Up Process
- Enrollment Kit: Choose an Enrollment Kit that fits your needs and business goals.
- Begin Your Journey: Click “JOIN TODAY” on the Thirty-One website to get started.
2. Jumpstart Rewards
- First 60 Days: Take advantage of exclusive perks and earn product credits during your initial period.
- Sponsor a Consultant: Extend your rewards by sponsoring new consultants.
3. Flexible Sharing Options
- Business Methods: Share products through online or in-person parties, take retail orders, hold fundraisers, or participate in vendor shows.
- Adaptability: Tailor your business approach to what works best for you and your customers.
Finding a Thirty-One Consultant
Whether you’re interested in shopping or exploring the business opportunity, connecting with a consultant is easy.
How to Find a Consultant?
- If You Know a Consultant: Enter your consultant’s first and last name and province on the website to connect directly.
- Get Matched: Fill out your contact information, and Thirty-One will connect you with a consultant ready to assist.
What’s Next for the Direct Selling Industry in Canada?
Thirty-One’s closure signals potential future shifts in the Canadian direct selling market.
With the end of a major player like Thirty-One, other multi-level marketing (MLM) companies may face similar difficulties unless they adapt to the changing retail environment.
Going forward, direct selling businesses in Canada may need to integrate more online tools, social media marketing, and e-commerce platforms to stay competitive.
The rise of independent e-commerce and micro-brands could further reshape how direct selling companies approach the Canadian market in the future.
Conclusion
Thirty-One Gifts’ closure in Canada is a significant moment for the brand and the direct selling industry.
As operations wind down, consultants and customers are left grappling with the end of an era.
The decision reflects broader trends in the retail sector, where e-commerce is increasingly dominating the marketplace.
For now, Canadian consumers and consultants will need to explore new alternatives, and the direct selling industry will have to evolve to meet the challenges of the digital age.
The closure of Thirty-One Gifts serves as a reminder that businesses must continuously innovate to stay relevant in today’s fast-changing retail landscape.
FAQs About Is Thirty-One Gifts Really Going Out of Business
Why is Thirty-One Gifts closing in Canada?
Thirty-One Gifts is shutting down due to financial challenges, increased competition, and the changing retail environment.
When will Thirty-One officially stop operations in Canada?
The company will cease all operations, including in Canada, by the end of 2024.
How will Thirty-One’s closure affect consultants in Canada?
Consultants will lose a source of flexible income and will need to find alternative business opportunities.
Are there alternatives to Thirty-One’s personalized products?
Yes, there are other brands in the market offering personalized bags and home accessories, which customers can explore.
What impact will this have on the direct selling industry in Canada?
The closure could lead to other direct selling companies reevaluating their business models in the face of e-commerce growth.
Will Thirty-One continue selling in other countries?
No, Thirty-One Gifts is closing its global operations, meaning the shutdown will affect all markets.
How can I find out more about the closure timeline for Thirty-One?
Keep an eye on official announcements from Thirty-One Gifts for any updates on the final closure schedule.
