Overview
12 In this section of the reasons, I set out an overview of the circumstances giving rise to the issues just identified. For the most part, the matters I record were non-contentious.
13 Ms Wardale was born in 1955. Much of her work history has been as an employee in the retail and service industries but at times she has also been in business on her own account. In particular, in the early 1990s, Ms Wardale conducted her own lawnmowing business as a franchisee; between 1994 and 1998 she and her partner owned and operated a snack bar and delicatessen; and between 1998 and 2008, she conducted, from her own home, a natural therapies business named "HeatherRuth Natural Therapies".
14 Ecosway is a wholly owned subsidiary of Cosway (M) Sdn Bhd (Cosway (M)), a Malaysian company, which sells health care, nutrition, beauty and related products. Cosway (M) has subsidiaries in a number of countries. Ecosway's head office is in Melbourne.
15 Ecosway was initially incorporated under the name Cosway Value Club (Australia) Pty Ltd. It commenced business in Australia in 2005 selling its products through three conventional retail stores in Victoria, each of which was staffed by persons who were undoubtedly its employees. These stores traded under the name "Cosway Value Club". In 2007, Ecosway abandoned this system and introduced what it describes as a "multi-level network marketing system". At the same time, it terminated the employment of its employees (one store had ceased operating beforehand) and rebranded the stores as Ecosway shops. In 2008, Ecosway opened two further stores, including one at 54 Unley Road, Unley in South Australia. It referred to these stores as its "flagship" stores. The multi-level network marketing system has evolved over time but until 2013 its essential elements remained the same. It is part of an international network marketing system operated by Cosway (M)'s subsidiaries in a number of countries.
16 In 2013, Ecosway launched an online business model and commenced phasing out at least one element of the network marketing model which had applied from 2007. As this occurred after the cessation of Ms Wardale's engagement on 19 September 2012, it is not necessary to refer to the online business model further.
17 In the findings which follow, I am referring to the Ecosway system which was in operation during the period of Ms Wardale's engagement (1 March 2011 to 19 September 2012).
18 The multi-level network marketing system had several elements. At its essence it involved Ecosway engaging network marketers or distributors (referred to as "Business Owners") to sell its products to consumers and to recruit others into their networks who would also sell Ecosway products to people who they had in turn recruited into their networks.
19 There were three categories of business owners: Business Owners; Business Owners who operated "service centres" (referred to as "BOSCs"); and Business Owners who were Store Operators (Store Operators).
20 Most of Ecosway's products were sold through Business Owners. Ecosway consigned its products to Business Owners with the ownership in them remaining with Ecosway until they were sold. Business Owners sold the products in their own time and were remunerated by commissions paid by Ecosway. Many purchasers of Ecosway products from Business Owners chose to join a form of loyalty program and were known as "VIP members" or "VIP shoppers". The principal elements of this program were that, on payment of a fee ($15 per year) or by purchase of a product or products at a minimum stipulated price, the VIP member became entitled to discounts from the retail price of Ecosway's products. It was not necessary to become a VIP member in order to purchase Ecosway products, but many who purchased on a regular basis found it advantageous to do so. VIP members were different from the "downlines" to whom I will refer shortly.
21 A person could become a Business Owner by applying directly to Ecosway or by applying through an existing Business Owner. In either case, the applicant filled out an application form and paid an annual subscription fee of $60. Applicants then became entitled to purchase Ecosway products at discounted prices and, in addition, to sell the products provided to them on consignment through their own networks. Ecosway retained the annual subscription fee even when the new Business Owners had been recruited by another Business Owner.
22 Business Owners who were not Store Operators or BOSCs did not operate from retail or other fixed premises. They sold Ecosway products to customers in networks which, at least in the first instance, they developed by their own personal contacts, promotional skills and energy. In addition, Business Owners could recruit further Business Owners who would in turn sell Ecosway's products through networks which they themselves developed and seek to recruit further Business Owners. All the Business Owners in the levels below the original Business Owner were known as "downlines". Business Owners were remunerated by the profits they derived from the sales which they made to customers, from various commissions which Ecosway paid them, and by commissions on the sales achieved by their downlines, at whatever level in the network the downlines happened to be. The prospect of receiving commissions from the sales made by the downlines in the Business Owners' networks was, and is, a feature of the Ecosway system and provided an incentive for Business Owners at each level in the network to seek to recruit further Business Owners.
23 The relationship between Ecosway and its Business Owners was governed by written terms and conditions prepared by Ecosway. It seemed to be common ground that Business Owners were not employees of Ecosway so that it is not necessary to refer to those terms in further detail.
24 Store Operators were Business Owners who sold products provided on consignment by Ecosway from retail stores made available by Ecosway. They were remunerated by commissions on the sales they made through the retail stores. In addition, Store Operators could continue to sell through their networks, as described above, and to derive an income from those activities.
25 BOSCs were Business Owners who operated from premises other than a shop provided by Ecosway. Usually, this was a room in their own home or an allocated room or area in a shop or business operated by the BOSC. Pharmacies and chiropractors' premises were given as examples in the evidence. The BOSCs had supplies of Ecosway's products in their premises on display which were available for purchase by VIP members, members of the public and other Business Owners. They were remunerated by the commissions Ecosway paid on these sales. The principal differences between Store Operators and BOSCs were that, in the case of the latter, Ecosway did not provide or pay for the premises they used, nor their furniture, fittings and other equipment, and did not pay the handling fee.
26 The documentary evidence indicates that the commissions paid by Ecosway to Business Owners took a variety of forms, some of which were calculated by reference to the volume of products sold. However, neither the oral evidence nor the submissions in the trial indicated that the particular forms of commission were significant to the issues in this case and it is not necessary to refer to them further.
27 Ms Wardale joined Ecosway as a Business Owner in early 2010, having been introduced to Ecosway by some Business Owners named Regan. There was no document in the evidence constituting an application by Ms Wardale to become a Business Owner, but it was common ground that Ecosway's documents relating to Business Owners generally applied in Ms Wardale's case. Ms Wardale was told of the requirements for a Business Owner by the Regans and by a Mr Henkgen who was then the Store Operator in Ecosway's shop at Unley. At the time this was Ecosway's only shop in South Australia. Ms Wardale attended some meetings conducted by the Regans and shortly afterwards joined as a Business Owner. She thereby became one of the Regans' downlines. Ms Wardale paid Ecosway a $60 registration fee and had to purchase approximately $1,000-$3,000 worth of Ecosway products within a month. Each week, Ms Wardale put in an order to Ecosway in Melbourne for products. These were for her own use as well as her customers, mostly VIP members she obtained as part of her own network.
28 At or about the time that Ms Wardale joined Ecosway as a Business Owner, the Regans had told her that their ambition was to have one of their downlines become the Store Operator in the Unley shop. That would have been advantageous to them because they would then become entitled to commissions on the products sold by that downline in the shop.
29 In late 2010, Mr Henkgen wished to cease being the Store Operator at the Unley shop. He and the original Store Operator, Mr Huis Int Veld, encouraged Ms Wardale to take over the shop. After some discussions with Ecosway's General Manger, Mr Phan, Ms Wardale agreed to do so. Ms Wardale had, however, contemplated taking over the shop at least as early as April 2010 as she had then sent an email to Mr Phan asking to discuss that possibility with him.
30 Ms Wardale took over the Unley shop on 1 March 2011. She did not make any payment to Mr Henkgen in order to acquire or take over the business.
31 Ms Wardale had had previous experience with a network marketing system of the kind operated by Ecosway as she had been involved with an organisation known as LifeWave. This organisation sold "transdermal" patches which were said to activate the body's "meridian points". Ms Wardale's involvement with LifeWave involved the establishment of networks and the recruitment of "downlines". She had derived income from sales of the patches which she herself made as well as from commissions on the sale of patches made by her downlines, including the downlines recruited by her own direct downlines. Ms Wardale had ceased active involvement with LifeWave some six months before joining Ecosway as a Business Owner, although she was still receiving commissions on sales made by some of her downlines.
32 Before commencing as Store Operator, Ms Wardale lodged, on 19 January 2011, an application form for appointment as a store operator provided to her by Mr Phan. A friend of Ms Wardale, a Ms Bifulco, was named as co-applicant. Ms Wardale said that Ms Bifulco was included only because Mr Phan had told her that there had to be "someone else on the form". Mr Phan denied telling Ms Wardale that he had told her that she could not apply alone. He said that at the time Ecosway's practice had been to appoint all forms of entities, namely, companies, trusts, partnerships and individuals as Store Operators.
33 I regarded Ms Wardale's evidence as generally reliable and consider her evidence on this topic more likely to be correct as it is consistent with the contemporaneous documentation. First, I note that in an undated document issued by Ecosway promoting the benefits of becoming a Store Operator, Ecosway identified the requirements to be fulfilled by applicants. One of these was as follows:
The main applicant must be female. The second applicant can be either male or female.
No issue arose in this trial as to the lawfulness of the first of these requirements. It is significant that Ecosway contemplated that there would be both a "main applicant" and a "second applicant". This is consistent with what Ms Wardale says she was told by Mr Phan.
34 Secondly, the application form completed by Ms Wardale and Ms Bifulco contained sections to be completed by the "main applicant" and the "second applicant", which is again consistent with what Ms Wardale says she was told by Mr Phan. Thirdly, despite Mr Phan's evidence, it is plain that the pro-forma application form was intended for use by individuals, and not by entities such as corporations or trusts. Fourthly, I accept Ms Wardale's evidence that Ms Bifulco had no practical involvement in the stores at Unley or Kensington Park. Nor had she been part of the lead-up to Ms Wardale's decision to apply for the shop at Unley. At the time Ms Bifulco joined in the application, she was not even a Business Owner of Ecosway, although she became such an owner later. That makes it unlikely that Ms Wardale would have included her as a co-applicant without having been prompted to do so.
35 Before Ms Wardale took over as Store Operator at the Unley shop, she and Ms Bifulco signed (on 23 February 2011) a pro-forma document provided by Ecosway entitled "Ecosway Store Operator Terms and Conditions" (the Agreement). The Agreement had alternative execution pages: one adapted for use by individuals and partners, and the other adapted for use by a company or a trustee of a trust. Ms Wardale and Ms Bifulco must have overlooked this distinction as they signed on both pages. Mr Phan must also have overlooked the distinction when the executed document was returned to him as he too signed on both pages. It was not suggested that anything turned on the dual execution of the Agreement.
36 Ecosway submitted that the Court could "consider" Ms Bifulco's involvement but did not suggest that "weight" should be attached to it. In particular, there was no suggestion that Ms Wardale and Ms Bifulco were in partnership or operating as joint venturers. It is appropriate to proceed on the basis that, despite Ms Bifulco being named on the application form and signing the Agreement, Ms Wardale was in reality the sole applicant and subsequently the sole Store Operator and that this was known and understood by Ecosway.
37 In her application form, Ms Wardale made a number of statements of a "self-promotional" kind. In relation to the store's location, she said:
I would like to see Unley relocated to a more suitable location where there is a lot more foot traffic as well as parking for customers.
There is a location down South at Woodcroft Shopping Centre that is currently a health shop. These traders are looking for someone to walk in and take over their lease for 18 months (see attached).
38 In a section inviting Ms Wardale to state her sales predictions, Ms Wardale entered $30,000 per month within six months and $50,000 per month after 12 months. She then stated her ideas for meeting these sales projections as follows:
Concentrated effort on bringing customers to a clean, vibrant and well presented store with information on products that will assist customers. Provide excellent Customer Service for all customers to encourage return to shop and repeat business. Do massive mailouts to database introducing customers to the Ecosway concept and business and repeat the process on a regular basis - being consistent and persistent! Provide demonstrations, presentations, information on products to pique interest of customers in stores as well as demonstrate how to build an effective business for the future.
39 In an attached document, Ms Wardale set out her short and long term plans for the Unley store and her overall goals. The short term plans included bringing many new customers to the shop, introducing them to the products and inducing them to become VIP members. The long term plans included the encouragement of the VIP members to become Business Owners to have "their own business centre" either as a home stockist or a retail outlet.
40 Ms Wardale described her career objectives as being:
To work in a situation where all of my many skills can be fully utilised to their maximum potential while providing my employer with a valued member of their establishment. To be an independent thinker and step outside the square to achieve results required to be successful.
41 Ecosway had formal eligibility requirements for a person to be appointed a Store Operator. The person had to:
(a) be a Business Owner;
(b) pass an assessment of product knowledge;
(c) have at least three levels of downlines or people able to help out in the store; and
(d) have achieved at least $3,000 in total income per month as a Business Owner for the three months prior to making the application.
Ms Wardale did not meet all these eligibility requirements. She was a Business Owner and did have six downlines. However, she had earned well less than $3,000 in network income since joining Ecosway in January 2010 as a Business Owner. There was no indication that any of her downlines was able to help out in the shop.
42 The evidence did not indicate how it was, in these circumstances, that Ms Wardale's application was accepted by Ecosway.
43 The Agreement executed by the parties commenced with a statement that Ms Wardale would be an "independent contracting party" and not "an employee, agent, servant or franchise" of Ecosway. It contained multiple terms and conditions grouped under 26 separate headings. It will be necessary to refer to these in more detail later. For present purposes, I record that the Agreement specified the benefits to which Ms Wardale was entitled as a Store Operator and contained detailed prescriptions concerning the provision, delivery and storage of stock, a requirement that Ms Wardale comply with instructions given by Ecosway, the requirements for documentation and payment to Ecosway for products sold, the requirements as to the service to be provided in the store, including a requirement that the shop be open during approved business hours, and requirements with respect to training, ethics, use of credit cards and computer equipment. The Agreement was to commence on the date of Ms Wardale's letter of employment issued by Ecosway (cl 26) but no such letter was tendered at the trial. It appears that its issue may have been overlooked by Ecosway. The costs of maintaining and servicing the store were to be paid by Ecosway (cl 13). This included "rentals, electricity bills, lighting, air conditioning, computers, fittings, furnishings and structural condition, internet broadband and telephone charges" (the latter up to a prescribed limit) and for reimbursement of postal, delivery, stationery and permitted meeting and other miscellaneous expenses relating to the management and operation of the store. The Agreement contemplated that Ms Wardale could engage others to assist in the store.
44 Ms Wardale operated the shop at Unley from 1 March 2011 to 21 September 2011. She found it difficult to do so profitably given the limited foot traffic passing it.
45 At the time Ms Wardale commenced as Store Operator at Unley, she knew that Mr Hengken had been considering relocation of the shop to a place with greater passing foot traffic. Ms Wardale said that she told Mr Phan that she would take over the shop on the condition that she could move the store to a different location. She said that Mr Phan had responded saying that he would consider her request after she had worked for a time in the Unley shop. In his evidence, Mr Phan said that he did not remember this conversation but I see no reason not to accept Ms Wardale's evidence that it did occur. Both in her application and in correspondence to Mr Phan before commencing as Store Operator, Ms Wardale had raised relocation and had mentioned places which she thought would be suitable.
46 By mid-2011, Ms Wardale was pressing for a relocation. In June or July 2011, she recommended to Ecosway that it relocate to a shop which she had found on Magill Road at Kensington Park. In July 2011, Ecosway gave its approval for this to occur. The relocation could not have occurred without Ecosway's approval as it was the lessor of the premises at both Unley and Kensington Park. Ecosway's provision of the store was a substantial expense as the lease payment alone was $48,000 per year.
47 Ms Wardale commenced in the Kensington Park shop on 22 September 2011. She arranged the physical removal from the Unley shop, enlisting the assistance of friends and VIP members. Ecosway was not involved in the physical aspects of the relocation, but did pay furniture removalist, fit out and electricity and telephone connection costs.
48 Ms Wardale continued at the Kensington Park store until she ceased as a Store Operator one year later, on 19 September 2012.
49 In August and September 2011, Ecosway updated its pro-forma Store Operator Terms and Conditions (the Updated Agreement). Ecosway sent a copy of the Updated Agreement to Ms Wardale on or about 22 September 2011. The evidence did not disclose who it was in Ecosway who sent this copy of the Updated Agreement to Ms Wardale, nor the circumstance in which it was sent.
50 The Updated Agreement was posted to Ms Wardale's parents' address, which she had given on her application to become a Store Operator. At Ms Wardale's request, her mother opened the envelope and read out sufficient of the letter or the contract for Ms Wardale to understand that it was a contract which Ecosway wished her to sign in respect of the Kensington Park shop. Ms Wardale was irritated by Ecosway's failure to send the letter to her current address and told her mother to dispose of the letter and its contents.
51 On 21 December 2011, Mr Stamatelos, Ecosway's then General Manger, sent another copy of the Updated Agreement to Ms Wardale at the Kensington Park shop telling her that it would supersede her existing contract. He asked Ms Wardale to read, sign and return the Updated Agreement. Ms Wardale did not comply with that request.
52 Mr Du of Ecosway telephoned Ms Wardale in April 2012 requesting again, with some firmness, that Ms Wardale sign and return the Updated Agreement. He sent an email to Ms Wardale on 17 April 2012 attaching a copy of the Updated Agreement. Ms Wardale did not open the attachment and did not sign and return the Updated Agreement.
53 Mr Du tried again on 18 May 2012 by an email to Ms Wardale which attached a further copy of the Updated Agreement. Ms Wardale did not sign or return this copy of the agreement either. Ecosway made no further attempts to have Ms Wardale sign the Updated Agreement.
54 When Ms Wardale took over the Unley shop, its opening hours were 9 am to 5.30 pm Monday to Saturday. Ms Wardale suggested a variation to Mr Phan because parking restrictions on Unley Road meant that there was little trade before 10 am. Mr Phan approved the opening hours suggested by Ms Wardale, being 10 am to 6 pm Mondays, Tuesdays, Wednesdays and Fridays, 10 am to 8 pm Thursdays and 10 am to 5 pm on Saturdays.
55 At Kensington Park, the business hours of the shop were 10 am to 5 pm Mondays, Tuesdays, Wednesdays, Fridays and Saturdays and 10 am to 8 pm on Thursdays. However, in the last eight weeks that she operated the Kensington Park store and with the approval of Mr Stamatelos, Ms Wardale closed the shop on Thursdays at 7 pm.
56 There was relatively little difference between the parties as to the tasks carried out by Ms Wardale as Store Operator at the Unley and Kensington Park shops. Ms Wardale opened and closed the shops each day and was responsible for store security. She ordered the stock each week and received, prepared and displayed it for sale in the shops. She attended to the sale of the products to customers, including obtaining payment, whether by cash or credit card, using Ecosway's Point of Sales (POS) system. Ms Wardale banked the sales proceeds into Ecosway's account. She provided regular sales reports to Ecosway and from time to time undertook stocktakes directed by it. Ms Wardale also undertook the cleaning of the shops. In general, Ms Wardale was responsible for the running of the shops in every respect and, apart from receiving some assistance from volunteers to whom I will refer below, undertook these tasks personally. Ms Wardale said, and I accept, that she worked in the stores approximately 45 hours each week, spread over six days.
57 Ecosway had detailed procedures for several of the tasks. Many of these were contained in a document entitled "Store Operator Manual". In addition to complying with the requirements of the manual, Ecosway would from time to time send emails to Ms Wardale (and other Store Operators) informing them of changes to its policies and procedures.
58 There was some disagreement between the parties about the stock which it is not necessary to detail. Ms Wardale had to order stock periodically, and was expected to order sufficient to fill a pallet and also to take Ecosway's promotional lines. Sometimes she received stock she had not ordered as Ecosway overrode some orders.
59 Ms Wardale's operation of the Unley and Kensington Park stores was not a financial success. Her remuneration was relatively modest, so much so that from time to time, Ecosway paid her a "subsidy". The following table indicates the remuneration paid to Ms Wardale.
Store Month Handling Charges Subsidy Total Store Inc Network Income Total Income Remarks
Unley Mar-11 1,232.39 1,232.39 1,232.39
Apr-11 830.80 830.80 830.80
May-11 1,128.99 1,128.99 1,128.99
Jun-11 1,198.32 1,198.32 1,198.32
Jul-11 821.97 821.97 26.06 848.03 Net of repayment of $300 for earlier subsidy
Aug-11 1,840.82 1,840.42 185.69 2,026.51 Net of repayment of $300 for earlier subsidy
Sep-11 827.84 827.84 531.06 1,358.90
Kensington Park Sep-11 690.29 690.29 690.29 Net of repayment of $300 for earlier subsidy
Oct-11 2,259.86 2,259.86 463.74 2,723.60 Net of repayment of $300 for earlier subsidy
Nov-11 2,935.87 2,935.87 367.33 3,303.20 Net of repayment of $300 for earlier subsidy
Dec-11 2,681.12 2,681.12 318.41 2,999.53
Jan-12 2,458.55 2,458.55 120.00 2,578.55
Feb-12 2,220.47 2,220.47 269.23 2,489.70
Mar-12 2,233.18 2,233.18 266.92 2,500.10
Apr-12 2,004.57 2,004.57 237.68 2,242.25
May-12 1,960.97 1,960.97 288.44 2,249.41
Jun-12 1,614.89 1,236.69 2,851.58 195.20 3,046.78 Subsidy provided to increase income to $3,000
Jul-12 2,289.63 795.18 3,084.81 3,084.81 Subsidy provided to increase income to $3,000
Aug-12 1,495.55 1,479.45 2,975.00 2,975.00 Subsidy provided to increase income to $3,000
Sep-12 788.02 788.02 788.02
Total 33,514.10 $3,511.32 37,025.42 3,269.76 40,295.18