Smashing Sales for Vorwerk's New Thermomix TM7 Shows No Signs of Slowing Down
Ambitious Plans Unveiled by Vorwerk for the Latest Thermomix Model
Got your eyes on the saucy new kitchen gadget? Vorwerk, the mastermind behind your favorite kitchen appliances, has just dropped the latest model of its iconic Thermomix – the TM7. And boy, the hype is real! Over 300,000 units of the TM7 are already pre-ordered, blowing past even the wildest expectations. But if you live in Germany, you might want to gear up for some serious waiting: delivery times are a hefty 18 weeks as the demand catches up to production.
Vorwerk's booming sales success has the company aiming for an ambitious new goal this year – generating a staggering two billion euros with the Thermomix alone, marking an almost 18% increase from 2024 and hitting a record high. The TM7 launched officially in April, but it's clear that customers are willing to hold their breath (literally, while they wait for delivery) to get their hands on this game-changing gadget.
So, what's all the fuss about the TM7? The TM7 introduces a number of innovative features, including for the first time, the ability to create culinary masterpieces without a lid. At a price of 1,549 euros, the TM7 costs a cool 50 euros more than its predecessor, but if the buzz is any indication, it's a small price to pay for the ultimate kitchen companion. The TM7 is crafted at Vorwerk's factory in Wuppertal, Germany, and two factories in France, with production expected to receive a significant boost due to the new factory in Donnemain-Saint-Mamès, France.
As always, the Thermomix isn't sitting pretty on store shelves. Vorwerk continues its direct-sales-only strategy, with independent consultants presenting the TM7 at events and “Thermomix parties,” giving customers a unique, personalized buying experience. The Thermomix, first invented in 1971, remains Vorwerk's flagship product. In 2024, the company sold 1.2 million units worldwide, with the Thermomix accounting for over half of the company's revenue, available in 58 countries.
But what about Vorwerk's other products? While the Vorwerk Group saw revenue similar to 2023 in 2024, profit took a slight dip due to high development costs for the TM7. Interestingly, Vorwerk's second most important product, the Kobold vacuum cleaner, saw a almost 10% decrease in sales in 2024. On the bright side, Vorwerk's Cookidoo platform has experienced significant growth with around 6 million subscribers, a jump of 900,000 from the previous year.
Founded in 1883, Vorwerk is Europe's largest direct sales company. With the launch of the TM7, all eyes are on Vorwerk to see if they can maintain their throne in the competitive kitchen appliance market. Time will tell!
Sources:
- ntv.de
- jki
- dpa
Insights:
- Vorwerk's Thermomix TM7 is currently seeing significant pre-orders and anticipation, suggesting strong sales potential.
- Vorwerk leverages a direct sales strategy and digital ecosystem integration around the TM7 to drive revenue and user engagement.
- High prices, sales execution, and market competition could present challenges for Vorwerk as they aim to justify the premium pricing with innovation and value.
In light of the booming sales of Vorwerk's Thermomix TM7, it's evident that the community and national legislation regarding food-and-drink preparation could undergo changes, as more homeowners adopt this advanced kitchen appliance into their lifestyle. Furthermore, the increased popularity of Thorwmix parties might influence home-and-garden trends, as people seek unique, personalized buying experiences.
