Thermomix prepares to move headquarters from California to Dallas » Dallas innovates

Thermomix, a global kitchen appliance manufacturer, announced Friday that it will move its U.S. headquarters from Thousand Oaks, Calif., to Dallas by the end of the year.

The German-owned manufacturer of theTM6, an all-in-one Wi-Fi connected cookware, made the announcement at the 2023 annual Thermomix ROAR Conference: Round Up & Roar in Austin. At the event, officials met with more than 250 of the top independent direct sales consultants from the United States and Canada.

Fredrik Lundqvist, CEO of Thermomix in the U.S. and Canada, said Texas was the clear winner when the brand was choosing its new headquarters location.

Fredrik Lundqvist

“Building connections and culture through food”

“I greatly admire Texas' deep history of building connections and culture through food, and the state's support of entrepreneurs and innovative businesses like Thermomix,” Lundqvist said in a statement. ” he said.

“Since spending the past few days here in Austin, we have been looking forward to planting roots in Texas' rich tapestry, energizing our long-term future, and increasing our appreciation for the world of home cooking in new and exciting ways.” I’m excited about it.”

Lundqvist will continue to lead the company from its Dallas headquarters. “He led the search for real estate and discovered his favorite barbecue spot in the process,” the company said.

Considering Dallas' Uptown/West Village area as headquarters

Photo: Thermomix

Thermomix told Dallas Innovates that the company is considering locating its headquarters in the “Uptown/West Village area.”

“We love this neighborhood because there are so many exciting projects happening there right now in conjunction with the Thermomix brand,” the company said in an email. “We believe this will be the perfect area for our headquarters and the first Thermomix Experience Center in the United States.”

The company's finance, operations, sales operations, customer service and recipe development teams are based in Dallas.

“While final headcount numbers have not been determined, we have already hired members of our Dallas operations and marketing team, as well as a sales manager to lead our local growth,” Thermomix said. “As we are in a growth phase, we will have a significant increase in the number of head office employees when we relocate.”

In the United States, Thermomix has 1,500 independent direct sales consultants with offices throughout the United States. Texas is one of the fastest growing states, with the Dallas, Houston, and Austin areas being the largest centers.

German parent company reports global sales of $4.1 billion in 2022

Thermomix's parent company, Germany-based Vorwerk, is currently celebrating its 140th anniversary and has reported global sales of $4.1 billion in 2022, with Thermomix's sales in the U.S. reaching $3,000. It has reached more than 10,000 dollars. This is an increase of 28.7% over the previous year.

Vorwerk is the world's fifth-largest direct sales company, with nearly every dollar of its global business coming from its unique direct sales model that prioritizes a tactile, consultant-hosted at-home cooking experience over e-commerce. It is said that he is coming.

Thermomix also announced brand innovations and new product offerings at the Austin conference.

Thermomix products were founded in 1971 and are used in more than 11 million kitchens around the world, according to the company.

David Seeley contributed to this report.