Thermomix moves HQ to Melbourne to capture Aussie kitchens

Home appliance giant Thermomix has shifted its base of Australian operations from Perth to the capital of Australian foodie culture. With a new head office in the heart of Melbourne and warehousing in Melbourne's south-east, near Moorabbin Airport, the company plans to boost its presence in Aussie kitchens.

General Manager Philipp Grundler said, "Roughly 80% of our revenues are generated in the east of Australia and New Zealand. We, naturally, want to be closer to our main market and sales force. Another reason why we chose Melbourne as a hub is simply because of the foodie culture. It's just amazing here. It's a melting pot of different cultural and food influences. It's a natural hub for a foodie and tech company like ours."

Thermomix has enjoyed significant growth over the last year and has set audacious goals for the next few years. Grundler said that the company sold about 31,000 units across Australia and New Zealand in 2024 with the number almost doubling in 2025.  

The company's growth has also been supported by its expanding network of independent consultants across Australia and New Zealand, who provide personalised product demonstrations and ongoing customer support.

"We're currently working on what we call Strategy 2030. Our ambition is to reach a six-digit sales number of Thermomix in Australia and New Zealand every single year continuously peaking and then hopefully keeping it stable in the year 2030 at around 130,000 units per year."

The goal may seem ambitious but the company has been buoyed by sales in other parts of the world. In Portugal, every second household in the capital of Lisbon has a Thermomix. Grundler noted that while that country is much smaller than Australia and New Zealand, it is also less wealthy with median or average household income that is much lower than in Australia.

Grundler believes the company can grow even beyond the 130,000 units target, citing great potential for more growth in Australia. He doesn't see 130,000 as an end target but a stepping stone to even greater success.

The current model, the TM7 that was released in mid-2025, is very impressive. Designed to stay on the kitchen bench, it boasts a 10-inch display that connects to the company's Cookidoo recipe platform that has over 100,000 recipes. Once a recipe is chosen, the screen displays step-by-step instructions with the Thermomix weighing ingredients and automatically mixing and chopping before cooking.

With the new model boasting a number of impressive features, there are incentives for owners of older devices to upgrade. In addition to the larger display, the TM7 has improved noise insulation for quieter operation as well as a new open cooking function.

"You have even more seamless integration between software and the physical product – we are making Thermomix better," said Grundler. "We're continuously making the Thermomix better with software upgrades."

As a connected device, cybersecurity is a high priority. The company ensures its software and hardware are compliant with local regulations including privacy legislation in Australia and New Zealand as well as compliance with laws such as the EU's GDPR. Customer data is stored on servers operated by Thermomix's parent company Vorwerk.

With its headquarters now in Melbourne, Thermomix is positioning itself at the heart of Australia's culinary scene while tightening its supply chain and sales reach. The company aims to deliver 130,000 units annually by 2030, a figure it views as a milestone rather than a ceiling. Continued software upgrades with AI in testing will support growth in an increasingly connected kitchen.