Thermomix Vorwerk store in Bilbao, Vizcaya , Basque Country, Spain. (Photo by Cristina Arias/Cover/Getty Images)
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The Vorwerk company has achieved a new sales record due to its Thermomix business. Vorwerk sold fewer devices than in the previous year. However, an important new product came onto the market ten months late due to software problems, reports “Handelsblatt”.
The multifunctional cooker from Vorwerk remains popular even in times of low consumption. In 2023, the device achieved record sales for the fourth year in a row. The Wuppertal family business generated 1.73 billion euros from its main source of revenue, an increase of 0.8 percent, reports “Handelsblatt”.
The company sold fewer devices than in the previous year. Vorwerk sold a total of 1.4 million Thermomixes, compared to 1.5 million devices in the previous two years.
According to board spokesman Thomas Stoffmehl, the increase has two reasons. On the one hand, Vorwerk has increased the prices for the Thermomix, and the company is also selling significantly more accessories such as vegetable cutters or temperature sensors. This brings the independent consultants important additional business in addition to the one-off sale of equipment. Because the Thermomix is mainly demonstrated and sold through direct sales at cooking parties.
Why were sales figures for the Thermomix 2023 down slightly? “The price of the Thermomix is not a big issue in countries like Portugal or Poland – despite lower average incomes,” Stoffmehl tells “Handelsblatt”. And this despite the fact that the TM6 model now costs 1,499 euros.
The start of another hopeful event had, however, been severely delayed. Due to software problems, the NR 1500 vacuum robot from the subsidiary Nexaro only came onto the market in March – ten months later than planned.