Unstoppable Force: Vorwerk's Thermomix Smashing Market Barriers with 300k Units Sold
A Kitchen Appliance Making Waves in the Market
Ambitious Plans Unveiled for New Thermomix by Vorwerk
Vorwerk's latest invention, the Thermomix TM7, has kicked off 2024 with a bang, selling over 300,000 units––a figure that's left the company thrilled. With an eye on reaching whopping sales of €2 billion this year, Vorwerk's aiming for a 18% increase in revenue, a monumental milestone that'd break all previous records.
Thermomix TM7: What's New?
Unveiled in February, the Thermomix TM7 brings a series of innovations to the table. This baby can whip up dishes without the need for a lid, talk about Revolution 2.0! It typically retails for €1,549, a jump of €50 from its predecessor. It's assembly line is located in Wuppertal and two factories in France, with the latter factory, built specifically for the TM7, expected to boost production significantly.
A Home-Bound Product, But With a Twist
Unlike other kitchen appliances, the Thermomix doesn't make its way to stores. Instead, it's personally delivered to customers, thanks to a network of independent consultants who host events and Thermomix parties to showcase the product. Competition is fierce, with other brands such as Bosch, Xiaomi, Moulinex, and Kenwood vying for a slice of the pie. But for Vorwerk, the Thermomix, conceptualized way back in 1971, is their crown jewel, accounting for over half of their annual revenue.
Vorwerk: A Name to Reckon With
In 2024, Vorwerk raked in around €3.2 billion in revenue, a figure quite similar to the previous year. However, profits took a slight dip from €133 million to €99 million, a result of hefty development costs associated with the Thermomix TM7. Nevertheless, the Kobold vacuum cleaner, Vorwerk's second most important product, hasn't been performing as well lately.
On a brighter note, Vorwerk's Cookidoo platform, offering a wealth of Thermomix recipes, has managed to rope in an additional 900,000 subscribers, swelling the total to a massive six million. Founded in 1883, Vorwerk continues to be Europe's largest direct sales company.
TM7's Global Domination: Expansion Plans and More
- United States Market Invasion: Thermomix USA is expanding its foothold in the U.S. by setting up an Experience Center in Uptown Dallas. This hub will host cooking demonstrations and classes, inviting more Americans to join the Thermomix revolution.
- Direct Sales Forest: Vorwerk remains committed to its direct sales strategy. Using a network of consultants, they engage customers and foster a sense of community, like they did during the TM7 launch in Australia and New Zealand.
- All Hands on Deck: The company relies heavily on user feedback to drive innovation in their products. This commitment to their consumers ensures that each new model resonates with the demands and preferences of their user base.
In essence, Thermomix's strategy revolves around expanding globally with innovative products, customer-centric experiences, and a solid direct sales approach. Catchy slogan, huh? "Revolutionizing Restaurants: One Thermomix at a Time!" (We'll work on that jam.)
The Thermomix TM7, Vorwerk's latest innovation, isn't just revolutionizing kitchens, but also community and national legislation, as the company expands its operations in markets like the United States, aiming to bring the Thermomix experience to a wider audience. As people embrace this smart home-and-garden gadget, technology plays a significant role in shaping lifestyles, with the TM7's features and Cookidoo platform transforming cooking experiences.
