In September 2004, Direct Group joined forces with Gaiam Inc of Colorado U.S.A. to create Gaiam Australia Pty Ltd. Gaiam markets a range of products defined as LOHAS – Lifestyles of Health and Sustainability – through direct mail and by supplying retail stores. The brand connects strongly with the trend towards inner health, beauty and harmony; and concern for the protection and conservation of resources.

With access to Direct Group's various customer bases and through cross marketing and media promotions the Australian company has developed from a standing start to a customer base of 70,000.

The LOHAS philosophy, quality of the product and empathy of the product range with health and sustainability has attracted a rich seam of likeminded customers to the Gaiam brand.

Gaiam media and fitness products and environmentally friendly hard goods reflect strongly a base of core values proliferating in our society, and the desire for personal health, physical welfare and environmental sustainability is an expanding wave, which inevitably will continue the powerful development of the brand.