Thermomix announces headquarters relocation to Dallas

Dallas, Texas - In a significant decision reflecting evolving business dynamics, Thermomix, a leading manufacturer of Wi-Fi-enabled kitchen appliances, announced last Friday its intention to move its global headquarters from Thousand Oaks, California, to Dallas. The specific Dallas location, however, remains undisclosed.

The announcement was made at a meeting of the company’s top sales representatives in Austin, as stated in the company's official communication.

Fredrik Lundqvist, the company’s CEO for the U.S. and Canada, said, “We are excited to root ourselves in the rich tapestry of Texas, fuel our long-term future and heat up an appreciation for the world of home cooking in new and exciting ways.”

Thermomix reported sales exceeding $30 million in the U.S. during the last fiscal year. The company expects to complete the move by the end of this year, although details concerning the potential job opportunities or possible transfers remain unclear. Alongside the relocation, Thermomix also plans to reinforce its U.S. revenue initiatives.

Lundqvist further mentioned Texas was a clear choice for their new headquarters due to its history of supporting direct-sales businesses. “We greatly admire the state’s deep history with building connection and culture through food, and for the way Texas supports entrepreneurs and innovative businesses such as Thermomix,” he commented.

Thermomix uses a distinctive business model, focusing on direct sales through in-home culinary demonstrations. They rely on a network of independent consultants to drive their e-commerce activities. The brand has a significant footprint, being present in over 11 million kitchens worldwide, according to company data.

Enhancing the company's reputation is its association with the German conglomerate Vorwerk, Thermomix's parent company, which celebrated its 140th anniversary recently. Vorwerk reported an impressive $4.1 billion in total sales for the fiscal year 2022.

The move is not just strategic for Thermomix but could also amplify Vorwerk’s existing global market influence.

Credit: Business Wire, Dallas Metro News