Thermomix Is Cooking Up an HQ Move from California to Dallas

“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," said Fredrik Lundqvist. U.S. and Canada CEO for the German-owned direct sales company.

Global kitchen appliance maker Thermomix announced Friday that it’s moving its U.S. headquarters to Dallas from Thousand Oaks, California, by the end of the year.

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

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

Fredrik Lundqvist

‘Building connection and culture through food’

“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,” Lundqvist said in a statement.

“After being here in Austin these past few days, we’re 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.”

Lundqvist will continue to lead the company from the Dallas HQ. “He has been leading the real estate search and has found his favorite BBQ spots along the way,” the company told us.

Considering Dallas’ Uptown/West Village area for HQ

Photo: Thermomix

Thermomix told Dallas Innovates the company is considering an HQ location in the “Uptown/West Village area.”

“We really like that neighborhood because there are a lot of exciting projects going on there right now that align with the Thermomix brand,” the company said via email. “We believe it will be the perfect area for our HQ as well as our first Thermomix experience center in the U.S.”

The company’s finance, operations, sales operations, customer service, and recipe development teams will be based in Dallas.

“Though we don’t have a final headcount, we’ve already hired members of our operations and marketing team in Dallas, as well as a sales manager who will lead our local growth,” Thermomix told us. “We’re in a growth phase, so we expect to significantly increase the number of headquarter employees when we relocate.”

In the U.S., Thermomix has 1,500 independent direct-sales consultants with branches across the country. Texas is one of its fastest growing states—with Dallas, Houston, and the Austin area being its biggest hubs.

German parent company reported $4.1B in global 2022 sales

Thermomix’s parent company, German-based Vorwerk—now in its 140th year of operation—reported $4.1 billion in global sales in 2022, with U.S. sales of Thermomix reaching over $30 million. That was up 28.7% over the prior year.

Vorwerk is the fifth largest direct-selling company in the world, and says that nearly every dollar of its global business comes from the company’s unique direct sales model, which prioritizes in-home tactile cooking experiences hosted by consultants, over e-commerce.

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

Founded in 1971, Thermomix products are used in more than 11 million kitchens worldwide, the company said.

David Seeley contributed to this report.

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