Vorwerk moves Australian Thermomix head office east

Vorwerk has confirmed it will relocate its Australian head office from Perth to Melbourne, citing changes in where it generates Thermomix revenue and where its consultant network is concentrated.

The company said 85% of national Thermomix revenue comes from the eastern and southern regions of Australia. Vorwerk said the move places leadership closer to what it described as the geographic centre of the business in Australia.

Vorwerk sells Thermomix through a direct-selling model that relies on a network of consultants. The company said it operates in more than 60 countries. It said it has more than 2,000 consultants in Australia and New Zealand and more than 700,000 customers.

Eastern shift

Vorwerk linked the relocation to its long-term market planning. It also referenced its wider corporate plan, Strategy 2030. Vorwerk said Strategy 2030 targets a position as the "most attractive direct-selling company worldwide within five years".

The company said its business footprint in Australia has changed over time, with demand and sales concentrated outside Western Australia. Vorwerk said moving the head office will align its executive team and support functions with that shift.

Thermomix sits at the intersection of consumer appliances, software and subscription recipe services. Vorwerk described it as an ecosystem that includes hardware and the Cookidoo recipe platform. The company said Cookidoo includes more than 100,000 guided cooking recipes, as well as meal-planning tools and accessories.

Within Australia's retail and consumer goods market, the business model sits outside traditional shelf retail. Direct sales have remained a significant channel in categories such as kitchen appliances, with sales often driven by demonstrations and community-based selling. Vorwerk's consultant-led approach has made location and proximity to customers and sales teams a central operating consideration.

Perth legacy

Vorwerk said Western Australia played a key role in establishing the Thermomix brand locally. The company pointed to the former Thermomix distributor, The Mix, and the Perth consultant community as part of the early foundation.

The relocation signals a change in where the company expects future growth to come from, but Vorwerk also emphasised the contribution of its Perth operations. It framed the move as a response to national expansion rather than a retreat from Western Australia.

Philipp Grundler, General Manager of Australia and New Zealand, said, "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."

"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. 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."

Operations impact

Vorwerk did not disclose how many roles will move to Melbourne, whether it will retain an office footprint in Perth, or the timeline for staff transitions. It also did not disclose financial details for the relocation.

For the company's consultant network, the move places head office functions closer to the major population centres along Australia's eastern seaboard. In practical terms, Melbourne offers proximity to other large markets such as Sydney and Brisbane, along with a larger pool of corporate staff and service providers.

Vorwerk said being closer to its consultant and customer base will shape how it works with the community and how it makes decisions. The company said it expects the new base to influence its pace of collaboration and market development.

The company also linked the shift to further development of its direct-selling model in Australia. Vorwerk said the relocation supports its aim to drive "sustainable growth across Australia".