The Vorwerk Group announced that it is strengthening its international growth strategy with the integration of the Romanian Thermomix and Kobold business into the Vorwerk Group. The distributor of Thermomix and Kobold in Romania, HLK Trade SRL, has experienced considerable growth and success and built a strong advisor network, customer base and nationwide operations. The region has even established itself as one of the “most dynamic and promising markets within Vorwerk’s international network,” according to the company, and boasted a record year in 2025, doubling the number of Thermomix devices sold and achieving 34% growth.
“Our advisors, employees and customers have built something remarkable over many years,” said Ana Iancu, Vorwerk Romania General Manager. “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.”
Establishing Vorwerk Romania sets the stage for the next phase of development, reflects its confidence in the market’s long-term growth potential and is part of its Strategy 2030 vision, announced earlier this year.
“At the heart of Strategy 2030 is a clear ambition: to become the world’s most attractive direct selling company,” said Dr. Thomas Stoffmehl, Vorwerk Group CEO. “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.”
