Can Thermomix be successful in the United States?
Thermomix is actually a German brand, not a French one. Parent company Vorwerk is a family business founded in 1883, in northern Cologne. Produced exclusively in France since its launch in 2014, more than a million units of the TM5, a multi-task robot, were sold in 2015. The company announced its launch in the United States in December 2015.
Thermomix is an intelligent cooking robot…very intelligent. It combines traditional robot functions like mixing, blending, chopping, etc. to more unique ones like weighing, steaming, and even cooking. Furthermore, it has an easy-to-use display. Overall, I wouldliken it to the “iPhone” of robots. In 2015, Vorwerk sold more than one million units, despite its €1,109 price tag.
Don’t be deceived. Thermomix is a German brand, not a French one, even though the multi-use robot is manufactured in France. The parent company is called Vorwerk, a family business founded in 1883. On Dec. 27, Les Echos, a leading French newspaper called the company a SME. With over €3 billion in sales, it is definitely playing in the big leagues.
Thermomix, a German-French success story
That’s what Les Echos, a French newspaper says about Thermomix:
“The origin of the TM cooking robot is an example of Franco-German cooperation. In the early 1970s, Vorwerk invested in a production site in Cloyes-sur-le-Loir (Eure-et-Loir), manufacturing mixers and vacuum cleaners. During a business meeting there in which tomato soup was served, a German salesman suggested that his French colleague design a device capable of both mixing and cooking vegetables. A short time later, the Thermomix was born. Today, Cloyes-sur-le-Loir is the leading manufacturing facility for the robot, ahead of Wuppertal, where a second production line is being constructed.”
Does it have a chance to succeed in the United States?
I would love to see Vorwerk’s surveys about launching in the American market. At first glance, a “smart” robot seems attractive for...
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This post was first published on Catherine's blog.
Catherine is a a business consultant, speaker and blogger. She has worked in global marketing, strategy and digital business for more than 20 years. In her consulting work, she has supported major French and German brands such as Caudalie, Dr. Beckmann, Bullrich or Le Tartare. She has provided insights for Blistex in Germany and advised the Dutch financial services provider Delta Lloyd. She is also an active writing contributor to globaliznow.com, a French web news platform and Board Member at the International Monetary Fund family association where she does consulting on all communications issues.