Vorwek has established a new Australian head office in Melbourne as its national business expands.
Vorwerk has announced it will shift its Australian head office from Perth to Melbourne as part of the company’s long-term growth strategy. The move reflects the rapid evolution of the business, with 85 percent of national Thermomix revenue generated from the eastern and southern regions of Australia.
Positioning the head office in Melbourne aligns the organisation with the geographic centre of the business and supports long-term efficiency and sustainable growth across the Australian market. This step also supports Vorwerk’s Strategy 2030, which aims to position the company as the most attractive direct-selling company worldwide within five years.
Over the past years, Western Australia, and Perth in particular, has played a pivotal role in the success of Thermomix in Australia. This early, strong foundation, shaped significantly by the former Thermomix distributor The Mix and the wider consultant community, continues to be an essential part of the brand.
“We acknowledge and express deep gratitude to our long-held partners, and our extraordinary Perth-based team, who have all contributed so strongly to making Thermomix a success in Australia,” said Philipp Grundler, General Manager of Vorwerk Australia and New Zealand.
“As our Australian business has grown and the geographic centre of our operations has shifted, relocating the head office to Melbourne is both a strategic and a necessary next step on our growth journey,” noted Philipp Grundler.
“Being on the eastern seaboard strengthens our national structures, increases our flexibility and enables faster, more effective support for our consultant and customer community nationwide.”
Being closer to the largest share of Australian Thermomix customers and consultants further allows Vorwerk to collaborate more closely with the community, make agile decision, and build a stronger foundation for future development. This supports the company’s ambition to further develop its direct-selling model and drive sustainable growth across Australia.
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