Vorwerk Group Announces Expansion in Asia-Pacific Region
Wuppertal, 7th November 2024 – The Vorwerk Group, a global leader in direct sales of high-quality household appliances, has announced two significant expansions in the Asia-Pacific region. This move includes the acquisition of the world’s largest independent Thermomix® distributor in Australia and New Zealand, as well as the establishment of new subsidiaries in Malaysia and Singapore. The expansions are part of Vorwerk’s growth strategy and aim to strengthen the company’s global presence.
Acquisition of The Mix in Australia and New Zealand
For over two decades, Australia and New Zealand have been served by The Mix, the world’s largest independent distributor of Thermomix®. The Mix is a family business founded and managed by Grace Mazur and has achieved great success in the direct sales market. Recognizing the potential for growth in these markets, Vorwerk has acquired The Mix, a move that was not originally planned by Grace Mazur.
According to Dr. Thomas Stoffmehl, Speaker of the Executive Board of the Vorwerk Group, “Our commitment is in line with our global strategy of investing in markets with high growth potential and strengthening our presence in strategically important regions.” He also expressed admiration for Grace Mazur and her team, stating that “the dedication of Grace, the entire Mazur family and their team to their customers and consultants over the past two decades has been absolutely outstanding.”
Both parties are committed to ensuring a smooth transition while maintaining and building on the strong Thermomix® community in Australia and New Zealand. The acquisition reflects the strong alignment of values and goals that will benefit employees, consultants, and customers.
Establishing a Direct Presence in Malaysia and Singapore
In addition to the acquisition in Australia and New Zealand, Vorwerk is also expanding its presence in Southeast Asia by establishing a national subsidiary for the Malaysian and Singaporean markets. This move allows Vorwerk to directly manage business development in these key markets, reinforcing the company’s commitment to Southeast Asia.
Dr. Stoffmehl explains, “The decision to open a subsidiary in Malaysia and Singapore is part of our long-term strategy to invest in high-potential markets. Our new structure will allow us to deepen customer relationships and provide even better support for our advisors, who are at the heart of our business.” He also acknowledged the exceptional contribution of Vorwerk’s distributor in Malaysia and Singapore, who played a pivotal role in establishing the Thermomix® brand in the region over the past 15 years.
About Vorwerk
Founded in Wuppertal, Germany in 1883, Vorwerk is the number one direct sales company in Europe and the world-leading direct seller of high-quality household appliances. The company’s core business is the production and sale of superior household products, including the Thermomix® kitchen appliance and Kobold cleaning systems. Vorwerk maintains direct contact with its customers through its advisors, who serve as a central point of contact for customers. With operations in over 61 countries, Vorwerk generates consolidated sales of EUR 3.2 billion (2023).
About The Mix Australia
Founded in 2001 by Grace Mazur, The Mix is the number one ranked direct selling company in Australia by revenue. The company’s success is fueled by the contagious energy and passion of its founder, staff, consultants, and customers. The Mix is known for sharing something truly incredible – both in terms of its product and business opportunity.
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