Wuppertal (ots) - With record sales of 3.4 billion euros, the Vorwerk
Group continued its growth course in 2021. After the positive effects
from the implementation of Strategy 2025 and the performance of the
Vorwerk direct sales system were already reflected in an
extraordinarily successful annual result in 2020, the Wuppertal-based
family-owned company was able to increase its sales by another 6.4
percent in 2021.
This success is driven in particular by the worldwide growth of
Thermomix and Kobold sales to currently more than 100,000 advisors.
In 2021, sales in the Thermomix division increased by 7.1 percent to
1.7 billion euros in its 50th anniversary year. The Kobold division
also developed positively and, with sales growth of 16.5 percent to
819 million euros, grew even more strongly than the Thermomix
"The positive business development in 2021 is once again impressive
proof of the attractiveness and strength of people-based direct sales
at Vorwerk and a sustainable basis for our success. Many new advisors
have joined Vorwerk - and this growth in salesforce corresponds
directly with the growth in sales. Accordingly, the development and
support of our sales force was and is a central element of our
activities," is how Dr. Thomas Stoffmehl, Speaker of the Executive
Board of the Vorwerk Group, classifies the 2021 result. "At this
point, I would like to thank all our employees and advisors, whose
personal commitment and dedication made the record result possible in
another challenging year."
The key success factor in 2021 was once again the consistent
implementation of Strategy 2025 with its core elements of innovative
products and services, direct sales via three connected sales
channels and the Vorwerk community of employees, advisors and
Consistent implementation of Strategy 2025 continues
Another element of the consistent implementation of Strategy 2025 in
the reporting year 2021 was again the strengthening and targeted
expansion of key markets as well as investments in the growth of the
Vorwerk Group. In this context, individual market presences that had
previously performed below expectations were consolidated in 2021.
For example, JAFRA Cosmetics was sold to the Mexican company
Betterware de Mexico, thereby accelerating the further positive
development of JAFRA in the North and Latin American core market. In
the area of product brands, it was decided to discontinue the active
marketing of the Temial tea machine launched in 2018. Here, despite
extensive investments in development and marketing, it had not been
possible to establish a stable and viable market position in Germany
The challenging framework conditions with regard to rising raw
material prices and the shortage of individual components for
production are currently leading to longer delivery times, especially
in the Thermomix® business. However, the Vorwerk Group expects things
to return to normal in the second half of the year. Even though
uncertainties remain that make it challenging to make a forecast, the
Vorwerk Group is also planning further growth for the 2022 financial
year. First highlight this year: The Thermomix® Limited Black Edition
was a real success and sold out within a very short time.
In terms of sustainability, the Vorwerk Group has also set itself the
target for 2022, among other things, of becoming climate-neutral with
regard to its own CO2 emissions - through consistent reduction,
avoidance and also compensation. By 2025, the Vorwerk Group aims to
reduce two-thirds of its own emissions.
In addition, the Vorwerk Group joins the world's largest initiative
for sustainable and responsible corporate governance, the UN Global
The Vorwerk SE & Co. KG family enterprise was founded in 1883. The
holding company's registered office is located in Wuppertal, Germany.
Vorwerk's core business encompasses both the production and sale of
high-quality household products (Thermomix® kitchen appliance, Kobold
vacuum cleaner). As a direct sales company, Vorwerk always seeks
direct contact with its customers. Here, the advisor is at the center
of activities and serves as a central point of contact for the
customer. The Vorwerk family also includes Neato Robotics and the akf
bank. Vorwerk generated consolidated sales of 3.4 billion euros
(2021) and operates in more than 60 countries.
Digital press kit: http://www.ots.at/pressemappe/DE52621/aom
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