Amway has opened a new location in Berlin, which it is calling its Business Center.

The Business Center will function as an education and training hub where the direct sales company’s independent distributors can learn more about the Amway business and its latest products. It is also open to the public – visitors can try and buy products, just like at any other brick-and-mortar retailer.

Samir Behl, regional president of Amway Europe, Africa and India, explained:

“We spoke with a cross-section of distributors in six cities across Europe as part of an 18 month effort to uncover and define the needs for physical space. Based on those sessions, we were able to learn a great deal about the needs of distributors and develop a location in Berlin that meets many of those needs.”

Amway has experienced success with integrating physical locations into its business model in recent years, notably in China, where it has more than 300 storefronts. Amway also has expanded the approach to select locations in other countries, including opening its first location in the United States at Citi Field in New York City and another in Kanazawa, Japan.