The Business Model of Thermomix by Vorwerk

The Thermomix is a 12-function food processor by Vorwerk. The first half of the term "Thermo-" refers to the food processor's cooking function. Thermomix is a trademark of the international firm Vorwerk, headquartered in Wuppertal. Not only can the equipment chop and combine, but it can also prepare and sauté a range of cuisines. The Thermomix's most recent model, the "TM6," became available in 2019, but the original kitchen appliance was introduced in 1961. Vorwerk was founded 1883. The Thermomix is comprised of a motor and control unit with integrated heaters and scales, an operation touchscreen, a detachable mixing bowl, and a revolving beater blade with four pawls. Naturally, the device includes standard cooking tasks such as stirring, mixing, kneading, and steaming. Until May 2021, the corporation offered the appliances exclusively through direct sales by sales agents, meaning the product was not available through independent stores. Vorwerk sales professionals visited potential customers at their homes and exhibited the appliance in this environment. Due to the current Corona outbreak, the firm has also enabled direct purchase of the newer TM6 model via the company website, in addition to giving personal visits with field employees to display the newly purchased end product in a private setting.