Maschinenraum welcomes Vorwerk Group as a new member of the ecosystem

Wuppertal / Berlin, August 22, 2023 - The Vorwerk Group, the number 1 direct sales company in Europe and the global leader in direct sales of premium household appliances, joins Maschinenraum.

Vorwerk's core business comprises the development, production as well as direct sales of innovative premium household appliances. The service portfolio of the Vorwerk Group also includes financial services; the Wuppertal-based akf group positions itself as a classic financing partner for small and medium-sized businesses. Furthermore, with its Vorwerk Ventures division, the Vorwerk Group invests via various investment vehicles in companies that pursue innovative sales concepts with a promising future.

At the same time, the family-owned company sees the current challenges in the difficult overall economic environment as opportunities: ambitious growth in the core Culinary & Cleaning business through a strong focus on people-based direct sales and complementary sales channels, digitization of products, services and business models (e.g. more than 4 million subscribers to their own Thermomix recipe platform Cookidoo®), and the expansion and further development of new business areas (e.g. Nexaro, their innovative Cobotic solution for the cleaning industry) are cornerstones through which Vorwerk intends to further expand its leading position in the market. With the clear goal of facing the challenges of these times as well as learning from and with the experience of like-minded people, Vorwerk joins Maschinenraum.

Since its establishment 140 years ago as a small carpet weaving mill by Carl Vorwerk, the Vorwerk Group has developed into an international brand. The introduction of direct sales in 1930 revolutionized the business model. Under the leadership of son-in-law August Mittelsten Scheid, Vorwerk launched the first Kobold vacuum cleaners. Vorwerk continued its innovation journey with further milestones such as the introduction of the multifunctional Thermomix® kitchen appliance in 1971 and the establishment of foreign subsidiaries in China and Eastern Europe. Today, Dr. Thomas Stoffmehl, Hauke Paasch and Dr. Thomas Rodemann manage the group of companies as a three-member Executive Board, while the owner family ensures continuity in the fifth generation.

The Maschinenraum alliance of more than 70 family-owned companies as well as university partners and other innovators is working together to transform Germany's SME sector. As part of this community, the Vorwerk Group would like to use the exchange with other members of the Maschinenraum to learn about and share new disciplines and perspectives and thus continue the success story.

"The real value of a network lies in mutual exchange and participation of people with different perspectives. The success of our international Vorwerk community, made up of consultants, customers & employees, is based on this understanding. As part of the Maschinenraum ecosystem, we are now pleased to be able to expand this further," explains Dr. Thomas Stoffmehl, Spokesman of the Executive Board of the Vorwerk Group.

"Deeply rooted in its history of innovation, Vorwerk Group is a valuable new addition to the ecosystem. Their commitment and drive for transformation make them an ideal ally. I am delighted to welcome Vorwerk Group to the Maschinenraum universe and look forward to the valuable contribution Vorwerk will make to jointly shaping the future of the Mittelstand," said Tobias Rappers, Managing Director of Maschinenraum.

About Maschinenraum:

Maschinenraum, a shared ecosystem from SMEs for SMEs, unites German SMEs and family businesses to boldly shape the future. Already, more than 70 family-owned companies - including Viessmann, Fiege Logistik, STIHL and Mast-Jägermeister - have joined Maschinenraum to collaboratively drive the transformation of the SME sector.

About Vorwerk:

Vorwerk is the number 1 direct sales company in Europe and the global leader in direct sales of high-quality household appliances. The internationally active family-owned company was founded in Wuppertal (Germany) in 1883. Vorwerk's core business is the production and sale of high-quality household products (Thermomix® kitchen machine, Kobold vacuum cleaner). Vorwerk always seeks direct contact with its customers. Here, the advisers are at the center of activities and serve as a central point of contact. The akf group also belongs to the Vorwerk family. With consolidated sales of 3.2 billion euros (2022), Vorwerk is active in more than 60 countries.