Vorwerk Vietnam is expanding its authorized retail network for the Thermomix TM7 cooking appliance, emphasizing a strong investment in customer experience and interactive activities. According to an internal report from 2025, Vorwerk operates in over 60 countries, achieving approximately 3.6 billion EUR in revenue, with its Thermomix and Cookidoo ecosystem contributing over 2.1 billion EUR. The Cookidoo platform alone boasts 6 million paid subscribers globally.

In Vietnam, the company implements a proven model, viewing product sales as the beginning of a customer experience journey. Vorwerk positions Thermomix not merely as a kitchen appliance but as a connected ecosystem that integrates the device, the Cookidoo recipe platform, and direct user interaction.

Specifically with the Thermomix TM7, users access a vast library of recipes from Cookidoo, enabling them to plan menus and update content during use. This is complemented by a series of practical cooking guides, workshops, and comprehensive after-sales services.

Ms. Trang Do - General Director of Vorwerk Vietnam. Photo: NVCC

Trang Do, General Director of Vorwerk Vietnam, stated, "We aim to build an ecosystem where Vietnamese users continuously discover added value from operating their Thermomix. Therefore, investing in customer experience, service, and community is as crucial as focusing on product quality."

Beyond the product ecosystem, Vorwerk actively develops a network of authorized retail partners in the market. These stores serve as introduction points for the Thermomix TM7 and as brand connectors, engaging users through cooking classes, workshops, and product demonstrations.

Ngoc Nguyen, National Sales Director for Vorwerk Vietnam, explained that through these activities, individuals can directly explore Thermomix features, meet, exchange experiences, and connect with fellow cooking enthusiasts. After a transaction, stores and users maintain relationships, fostering customer communities in each area.

Ms. Ngoc Nguyen, National Sales Director of Vorwerk Vietnam. Photo: Vorwerk

"We envision each store not just as a place for customers to learn about the device but also as a bridge for them to experience the product through cooking classes, workshops, and meeting other cooking lovers," Ngoc Nguyen said. She elaborated that this approach allows partners to collaborate with Vorwerk in building and strengthening the local Thermomix user community.

This model also helps partners sustain their business operations, enhance customer experience, and interact with consumers, thereby gradually expanding their customer base.

The authorized retail model enables individuals, businesses, and investors to participate in selling Thermomix TM7, focusing on establishing stores and nurturing a loyal customer base.

Thermomix TM7 experience space at Vorwerk Vietnam office. Photo: Vorwerk

According to Ngoc Nguyen, local partners, with their understanding of the market, play a significant role in helping the international model quickly adapt to specific regions.

"Vorwerk develops Thermomix in many countries, but customer needs and approaches vary in each location. Therefore, local partners are a crucial part of our development strategy in Vietnam, bringing Thermomix TM7 closer to users and creating experiences suited to their specific market," Ngoc added.

Conversely, Vorwerk expands its reach through partners who understand the local market while maintaining a consistent direction for product offerings, customer experience, and service standards.

A company representative further noted, "The authorized retail model is more than simply opening new sales points; it's how Vorwerk combines its product platform and international experience with local business capabilities to progressively expand the Thermomix TM7 ecosystem in Vietnam."

Dong Ve

For more details on Vorwerk Thermomix or to register as a business partner, please visit here.