What is Vorwerk? Company, Data, Products In 2022

Vorwerk is a globally recognized MLM company. It has been in the cleaning industry for over 100 years and has grown to be the world’s number one vacuum cleaner brand.

The company continues to innovate with new products and technology that improve people’s lives by making them more comfortable at home.

We will do a data-driven analysis by looking at four main areas: company, business model, products, and frequent questions.

Section 1 – The Company

Vorwerk Logo

The first section focuses on Vorwerk as a company. We look into the history, numbers, and relevant data for our analysis.

What is Vorwerk?

Vorwerk is a global, diversified corporation founded in 1883 by Adolf Vorwerk and Carl Vorwerk.

Vorwerk sells its products through direct sales, catalogs and internet sites. It was founded by a family who owned the company throughout its history.

The company is known worldwide for producing some of the best vacuums ever made, and for selling other popular products. These goods are sold directly to consumer and don’t go through retail stores like most major brands.

Instead, Vorwerk focuses on providing high-quality products at competitive prices.

Vorwerk in the worldPin
Source: Vorwerk Annual Report 2020*

History notes

After the death of the founders and the handover to son-in-law August Mittelsten Scheid (1871-1955), two executives to be remembered in Verwork’s history are Erich Mittelsten and Jörg Mittelsten. 

The company was originally focused on carpet weaving and upholstery fabrics, but it quickly expanded into carpet cleaning machines after World War I. In fact, the Vorwerk name became synonymous with vacuum cleaners in many countries.

Vorwerk kicked off the 21st century with a number of new acquisitions and restructuring projects, including the purchase of Lux Asia Pacific, the introduction of the Feelina ironing system, and the spin-off of its data processing services.

Today, Vorwerk continues expanding its product lines beyond vacuums, including air purifiers, humidifiers, and fans. However, Vorwerk’s core competency is still selling vacuum cleaners.

Direct selling of premium product lines is Vorwerk’s main business. The company has established itself as an expert in producing high-quality products and has various forms of marketing depending on the type of products it sells.

Today it employs over 12,000 people globally and has over 600,000 independent sales reps in more than 70 countries.

Vorwerk official statisticsPin
Source: Vorwerk Annual Report 2020*

Data and statistics

Vorwerk, a German corporation headquartered in Wuppertal, generated approximately $4.6 billion in revenue in 2021, which was up by roughly $200 million from the previous fiscal year.

Estimated annual revenue of Vorwerk 2016-2020Pin
Source: Statista*

Vorwerk MLM Company, in short

  1. Vorwerk is an MLM based out of Germany. Its US subsidiary is located in California.
  2. Vorwerk is known for its quality products.
  3. Vorwerk makes many different products, including vacuum cleaners, kitchen appliances, cosmetics, and robots.
  4. Vorwerk is an MLM company that sells its products directly to consumers through independent distributors.
  5. Vorwerk uses a “direct selling model” where they don’t have stores or warehouses. Instead, they send people out into the world who go door to door to talk to customers about their products.
  6. Vorwerk is a large corporation with over 12,000 employees and 590,00 distributors worldwide.

Section 2 – Business Model

Amway business model

The following section explores Vorwerk’s MLM business model. We analyze the company’s sales system and the proposed opportunities for independent sales reps.

What type of business is Vorwerk?

Vorwerk is a company that sells products through a network marketing model. They sell products directly to consumers and offer commissions to those who recruit others to join the program.

The company has successfully offered a unique product line and excellent customer service. Vorwerk offers over 2,000 different products, including cookware, tableware, lighting, flooring, bedding, bath accessories, furniture, and many others.

Their products are sold through independent sales representatives called distributors. Distributors sell the products directly to consumers at retail stores and online.

Vorwerk MLM: what does it mean?

Vorwerk’s business model is referred to as Direct Selling (also known as Multi Level Marketing). This means that distributors recruit other distributors who, in turn, recruit other distributors until there are enough distributors to meet the demand for the product.

This type of business model is often used in industries where there is little competition. However, this model does not work well when there is intense competition.

Vorwerk’s business model works because they have a strong brand name and great products. They also have a reputation for being reliable and trustworthy.

How to become a Vorwerk distributor

To join Vorwerk, you must be at least 18 years old and live in one of its target countries. Once you’ve made this initial investment by buying products for yourself, you’re eligible to receive commissions based on the number of sales you generate.

There are three ways to sell through Vorwerk:

1) Direct Sales – This option allows you to work independently selling directly to consumers.

2) Independent Distributors – These distributors act as independent contractors who recruit others to sell for them. They receive a percentage of each sale generated by their recruits.

3) Corporate Representatives – These represent companies selling products through Vorwerk. They receive a percentage commission on every product sold.

Vorwerk’s compensation plan 

Vorwerk does not disclose its compensation plan to new recruits or the public.

The German manufacturer of top-of-the-line kitchen appliances is very secretive when it comes to discussing its employee compensation structure.

We only know some details.

As a Thermomix Consultant, you earn $220 for each kitchen appliance you sell and up to $380 for making five sales in one month.

As a Jafra cosmetics consultant, you earn depending upon your rank and activity. Your retail commission is around 25% to 50%, while you also get a referral and recruitment bonuses for the additional members that become part of your team.

Vorwerk’s business model, in short

  1. Vorwerk is an international direct sales company that sells products like vacuum cleaners, kitchen appliances, etc.
  2. Vorwerk is a legitimate MLM company that focuses on sales generation rather than recruiting new members.
  3. There are several products available to sell, through the different Vorwerk divisions.
  4. There are many different ways to build your downline, including referrals, recruiting and social media.
  5. Vorwerk offers a free starter kit that will help you get started.
  6. You must buy products before earning money.
  7. There is no other cost involved to join.
  8. Vorwerk offers products for all countries and regions around the globe (over 70 countries).

Section 3 – Products

Vorwerk products

Section 3 focuses on product features, styles, and the company’s unique selling proposition.

What does Vorwerk sell?

Vorwerk is an innovative German multi-level marketing company that offers a wide range of products, including household appliances, furniture, office equipment, and much more.

These products are made of superior quality materials and are designed to withstand daily use. Vorwerk is committed to providing customers with the best possible solutions for every aspect of their lives.

The most important business divisions into which Vorwerk’s business model is divided are:

  1. InDirect sales
  2. Division Kobold
  3. Division Thermomix (multifunctional kitchen appliance)
  4. Division Jafra Cosmetics (cosmetics, skincare and body products)
  5. Division Lux Asia Pacific (household appliances in the Asia-Pacific area)
  6. Division Vorwerk Carpets
  7. Division Vorwerk Facility Management Holding KG (infrastructural facility services)
  8. Division AKF group (financial services and marketing support)

Below are some divisions in detail.


Vorwerk Thermomix is an appliance that combines a blender and food processor into one machine.

It does everything you could in two appliances separately, like making smoothies, grinding nuts, chopping vegetables, whipping cream, baking bread, cooking pasta, and much more.

There are many different types of recipes, but most people stick to what they already know. This is why Thermomix is so successful — it offers a wide range of products.

As a distributor, you will probably earn most of the money from Thermomix alone. However, it is possible to make some extra income selling accessories such as mixing bowls, measuring cups, spatulas, whisks, etc.

Vorwerk ThermomixPin

Kobold Vacuum Cleaners

The Kobold vacuum cleaner is one of the oldest brands in the industry.

In fact, it has been around since 1920. Many people know about the brand because of the iconic cartoon character, Mr. Mxyzptlk.

It was introduced in 1941 and became famous thanks to his appearance in Superman comics. However, the brand has a much longer history.

In the early days, the company produced cleaning machines for homes. Later, they added commercial models, such as floor scrubbers and carpet extractors. Today, the brand offers everything from upright cleaners to robotic vacuums.

Vorwerk vacuum cleanerPin

Jafra Cosmetics

Jafra Cosmetics is a division of Vorwerk for cosmetic products.

The company offers three types of skin care products: cleansers, moisturizers, and serums, and also offers makeup kits and skincare accessories.

Jafra’s primary product lines include:

  • Cleansers – These are gentle cleansing agents designed to remove impurities and excess oil from the face. They’re ideal for sensitive skin.
  • Moisturizers – This type of product helps keep skin hydrated and smooth.
  • Serums – This product contains active ingredients that penetrate deep into the skin to help treat specific conditions.
  • Makeup Kits – These contain everything needed to complete a full facial routine.
  • Skincare Accessories – These are items used to enhance the appearance of the skin. 
Jafra Cosmetics productsPin

AKF Team

AKF Team is a financial division of Vorwerk. It is a team of digital marketers who help businesses grow online through our unique combination of SEO, PPC, social media, content creation, and email marketing services.

This Vorwerk division works closely with clients and distributors to understand their needs and develop strategies that drive results. 

The Team’s mission is to be the most trusted source of digital marketing solutions. 

AKF offers a variety of services, including search engine optimization (SEO), pay-per-click advertising (PPC), social media management, web design, conversion rate optimization (CRO), and email marketing.

Where to buy Vorwerk’s products?

Depending on the type of product you want to buy and the business division to which it belongs, the best way to buy it changes.

Vorwerk products are purchased directly from the company’s independent distributors. However, some product lines can be purchased in stores or e-commerce sites.

Vorwerk sells some of its products directly to consumers through retail outlets, including department stores, grocery stores, and home improvement centers.

The company also sells to online retailers, including Amazon, Walmart, Target, Costco, Bed Bath & Beyond, and Overstock.com.

Vorwerk reviews

Despite the group’s solid overall reputation, you can find online many complaints about the German brand Vorwerk.

Several consumers say it doesn’t live up to its promises. Others complain that the product breaks down quickly and the warranty isn’t valid. And some people even claim that the machine is dangerous to use.

There are many negative reviews of the appliance also on Amazon.

Here, instead, is a screenshot from Trustpilot:

Vorwerk reviews on TrustpilotPin
Screenshot from Trustpilot* – August 2022

Vorwerk’s products, in short

  1. Vorwerk sells household goods, including carpets, vacuum cleaners, kitchen appliances, cosmetics, and air filtration systems.
  2. Vorwerk carpets are made of polypropylene fiber, PVC plastic, rubber, and other materials.
  3. Vorwerk carpet is available in many different colors and patterns.
  4. Vorwerk carpet products are suitable for indoor and outdoor use.
  5. Kobold vacuum cleaners have been around since 1929 and are sold worldwide.
  6. Thermomix is an expensive kitchen appliance with many different functions to create delicious dishes. It has been around since 2002 and has become an icon of German design.
  7. Jafra cosmetic (a Vorwerk subsidiary company) is an American brand that sells makeup, skincare, hair care, and other beauty products.
  8. Jafra cosmetics are environmentally friendly and cruelty-free. They sell mainly in the US market and you can buy these products on Amazon.
  9. AKF Team offers many benefits to businesses, including funding, marketing advice, and other resources. They focus on helping people who want to take their business online.

Section 4 – FAQs About Vorwerk

Amway FAQ

Section 4 of this report covers the final essential topics about Vorwerk using a question-and-answer format.

Is Vorwerk an MLM?

Yes, Vorwerk is an MLM company. It is a direct sales company that operates as a multi-level marketing (MLM) business. This means that their independent contractors sell products to their customers and earn a commission on each sale they make.

Is Vorwerk a pyramid scheme?

Vorwerk is not a pyramid scheme, and it’s actually one of the oldest direct-selling companies in the world, having been founded in Germany in 1883. The company has been around for over 130 years and has since expanded its reach to over 80 countries. The direct-selling model involves recruiting other people to sell products directly to customers, which means that these “downline” salespeople earn money by selling products as well as recruiting others who do the same thing.

Is Vorwerk a German company?

Vorwerk is a German company, founded in Wuppertal in 1883. The company’s headquarters are still located there.

How many employees does Vorwerk have?

Official data provided by Vorwerk say that in 2020 the company had 12,260 employees and 577,993 self-employed advisors.

How long has Vorwerk been in business?

Vorwerk was founded in Germany in 1883. It will celebrate 140 years in business in 2023.

What industry is Vorwerk?

Vorwerk & Co. KG is a diversified international corporation. Direct distribution is the primary business, which includes household appliances like Thermomix, a kitchen appliance, Kobold vacuum cleaners, fitted kitchens, and cosmetics.

Where are Vorwerk vacuum cleaners made?

Vorwerk production sites are located in Germany, France, Italy, and China. In details:

  • Vorwerk Elektrowerke GmbH & Co. KG for research of household appliances is in Wuppertal, Germany;
  • Vorwerk Semco S.A.S. for Thermomix production is in Cloyes-sur-le-Loir, France;
  • Vorwerk Folletto Manufacturing S.r.l. for production of accessories and ironing systems is in Arcore – Milan, Italy;
  • Vorwerk Household Appliances Co., Inc. for production and sales is in Shanghai, China.


  • According to Wikipedia*, the share of business volume outside Germany was 67% and direct sales accounted for up to 83%.
  • According to Google Trends*, the 5 nations where interest in the Vorwerk brand is highest are Germany, Austria, France, Italy, and Slovenia.


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