Vorwerk Group, parent company of Thermomix, has confirmed sales of €3.2 billion ($A5.6 billion) for the 2024 fiscal year.
Thermomix has recently launched its first product in six years – the Thermomix TM7 – that features over 1500 re-engineered components and new features. In 2025, Vorwerk expects revenues in the Thermomix segment alone to surpass €2 billion, up from €1.7 billion in 2024 – an increase of 18 per cent.
“The response to our Thermomix TM7 has been overwhelmingly positive, and the enthusiasm within our community is tremendous. Pre-orders – even before the start of our usual live demonstrations – have already exceeded our expectations. We are proud to say that over 300,000 units have been ordered worldwide. This reflects the high level of enthusiasm for the TM7 and the exceptionally trust in our brand,” said Dr. Thomas Stoffmehl – spokesman of the Executive Board of the Vorwerk Group.
Earlier this month, Vorwerk Australia was issued four infringement notices by the ACCC totalling $79,200 relating to statements about its relationship with the NDIS made by the company on its website.
Vorwerk later issued a statement responding to the fine and provided more information regarding the background to the ACCC prosecution and said some of the claims related to the former owner of the business – The Mix Australia – before the local distributor was acquired in November 2024.
Announcing its results at the company’s head office at Wuppertal in Germany, Vorwerk confirmed overall sales remained flat year on year “despite challenging global market conditions”.
The company claimed “maintaining the previous year’s high level is a clear demonstration of the resilience and long-term viability of Vorwerk’s direct sales model, even in times of global consumer restraint.”
“The heart of Strategy 2030 is our Vorwerk community of advisors, customers, and employees alike. “We believe in our ‘sweet spot’ – where our successful direct sales model meets our product innovations to create meaningful customer experiences,” said Stoffmehl.
“This unique combination is the foundation of our success, and we will continue to build on it to differentiate ourselves in the marketplace. Our goal for 2030 is as ambitious as it is clear: we want to become the most attractive direct sales company in the world “And we are confident that, with the right strategic direction and our strong Vorwerk community, we are perfectly positioned to achieve it,” Stoffmehl said.
Operating in 60 countries, Vorwerk claims to be the number one direct sales company in Europe and says it “always seeks direct contact with its customers and achieves this primarily through its advisors, who are at the centre of the company’s sales activities and serve as a central point of contact for the customer.”
“The Thermomix/Bimby business segment achieved stable revenues of €1.7 billion in 2024 with the Thermomix TM6, thereby matching the extraordinary record level of the previous year – despite ongoing speculation about a possible next-generation device. A key driver of this success was sustained advisor growth, reaching more than 100,000 globally by the end of 2024,” the company said in its statement announcing its results.
“The digital recipe platform Cookidoo, an integral part of the Thermomix ecosystem, also continued its dynamic growth: by December 2024, the number of subscribers had climbed to 5.5 million – an increase of 800,000 year-over-year. As of today, that number has already exceeded 6 million.
“The Kobold/Folletto business segment fell short of expectations with revenues of 777 million euros. This once again highlights the central importance of continuously expanding the advisor community for business development. It was only in the last quarter that the initially sluggish growth in advisors at Kobold could be noticeably improved through targeted recruiting measures.
“Since the introduction of Vorwerk’s Strategy 2025 in 2019, the number of advisors across both the Thermomix and Kobold divisions has almost doubled – reaching approximately 115,000 advisors worldwide by the end of 2024.
“Vorwerk also made important strides in global expansion throughout 2024, establishing new national entities in the Benelux region, Australia and New Zealand, as well as Malaysia and Singapore – all in line with the company’s strategic ambition to tap into further growth potential across the globe.”