Brand Transformation at Vorwerk: Repositioning Thermomix and Kobold

Vorwerk belongs to the brand companies with which almost everyone is familiar but about which astonishingly little is known. One immediately associates the family-owned company from Wuppertal with the Kobold vacuum cleaner which has been marketed via direct selling for around eight decades. However, the Thermomix cooking appliance has just surpassed the Kobold as the main generator of revenue. It is therefore not at all improbable that friends will proudly serve soups, meringues or cremes when they next invite you over with the comment “... from the Thermomix!”.