Over 300,000 households have purchased the latest Thermomix model.
It looks like the new Thermomix TM7 is making waves among kitchen appliance enthusiasts! Vorwerk is beyond thrilled with the sales launch, with over 300,000 units already pre-ordered, according to CEO Thomas Stoffmehl. This astonishing figure surpasses their initial expectations and marks the highest sales figure for the device ever!
After a six-year hiatus, the TM7 hit the market in February, and Vorwerk is aiming to sell two billion euros worth of these bad boys this year, marking an approximate 18% increase over 2024 sales. The TM7 has been available for delivery since April, but be prepared for a bit of a wait as German delivery times are sitting pretty at around 18 weeks.
The TM7 comes armed with some nifty new innovations, such as the ability to cook food and dishes without a lid, a feature that's first of its kind in the Thermomix world. Not to mention, the device sets you back 1,549 euros, which is a modest 50 euros more than its predecessor. The TM7 is manufactured in Wuppertal, Germany, and two factories in France, with the France facility playing a significant role in boosting production, especially with the construction of a new factory in Donnemain-Saint-Mames specifically for the TM7.
Unlike traditional appliances, you can't just stroll into a store and purchase a Thermomix; it's only available through direct sales, with independent consultants showcasing the kitchen appliance at events and so-called Thermomix parties. Granted, other manufacturers like Bosch, Xiaomi, Moulinex, and Kenwood do offer similar devices, but none of them seem to be generating quite the same buzz as the Thermomix.
The Thermomix is Vorwerk's flagship product, and in 2024, they sold 1.2 million units globally. The Thermomix accounted for slightly more than half of the company's revenue, which is available in 58 countries. In case you were wondering, the Thermomix has been going strong for 50 years!
Vorwerk generated a little over 3.2 billion euros in revenue last year, but their profit was just shy of 99 million euros due to high development costs for the TM7. Despite the Kobold vacuum cleaner model underperforming, with sales decreasing by nearly 10% in 2024, Vorwerk has seen significant growth in their Cookidoo, a platform that offers recipes for the Thermomix. The platform boasts around 6 million subscribers, an increase of 900,000 compared to the previous year.
Vorwerk's ambitious Strategy 2030 aims to position the company as the most attractive direct sales company in the world by 2030, implementing innovative products and customer experiences. While sales targets for other segments beyond the Thermomix aren't specified, Vorwerk's overall performance, including the success of segments like the akf bank unit, suggests a promising financial outlook for the future.
The following sentence highlights the expansion of Vorwerk's product range beyond the Thermomix, incorporating smart-home-devices and gadgets: "Beyond the Thermomix, Vorwerk is also venturing into the world of smart-home technology, aiming to create a variety of innovative gadgets."
The following sentence mentions the significant role of technology in Vorwerk's Strategy 2030: "Vorwerk's Strategy 2030 emphasizes the integration of technology, positioning the company as a leader in the development of innovative products and customer experiences."
