Following years of strong business development, Vorwerk is strengthening its international growth strategy by integrating the Romanian Thermomix and Kobold business into the Vorwerk Group.
Over the past years, H.L.K. TRADE S.R.L., the distributor of Thermomix and Kobold in Romania, has developed into a successful and growing business with a strong advisor network, a loyal customer base and nationwide operations. With a record year in 2025, Romania has established itself as one of the most dynamic and promising markets within Vorwerk’s international network. Thermomix alone has more than doubled its sold devices in the last five years to over 12.000 units in 2025, and most recently achieved growth of 34 percent.
The decision reflects both the strong performance of the Romanian business and Vorwerk’s confidence in the market’s long-term growth potential. By establishing Vorwerk Romania, the company is creating the foundation for the next phase of development.
Romania combines many of the characteristics Vorwerk looks for when investing in future growth: a growing advisor community, increasing brand awareness, strong customer engagement and vibrant Thermomix and Kobold ecosystems.
“At the heart of Strategy 2030 is a clear ambition: to become the world’s most attractive direct selling company,” says Dr. Thomas Stoffmehl, CEO Vorwerk Group. “Achieving this ambition requires strong communities, thriving ecosystems and attractive markets with the potential to grow and succeed. Romania has demonstrated exactly these qualities over the past years and represents a powerful example of our strategy in action.”
“Our advisors, employees and customers have built something remarkable over many years,” says Ana Iancu, General Manager Vorwerk Romania. “Becoming part of Vorwerk opens a new chapter for this community and creates exciting opportunities to continue growing together. We are building on a strong foundation and look forward to shaping the future of Thermomix and Kobold in Romania.”