Our Strategy 2030

Our Vision for Culinary and Cleaning:

Being attractive means this: the first choice for advisors. A place of real entrepreneurial opportunity - where you can be independent and where community powers success.

It also means product ecosystems that truly excite customers - innovative, sustainable, and experienced firsthand through direct sales. When people picture a modern path to entrepreneurship, a company that opens doors, and a community that has your back, we want them to think of Vorwerk.

Not just in Europe, but across markets like Australia, New Zealand, Malaysia, and Mexico. Everywhere our advisors are active, they’re part of a global movement - connected by a shared vision.

We grow as a community by focusing on our sweet spot: the unique combination of an enthusiastic community and strong hero products.

Progress, for us, is more than technology. It’s the everyday wow moments that drive us — when intuitive tech delights, when products lighten the load, and when people share their passion and spark it in others.

At Vorwerk, direct sales and hero products belong together — each makes the other stronger.

What drives us?

For over 140 years, Vorwerk has brought together people, quality, and innovation. We are driven by the commitment to create products and experiences that add lasting value to everyday life. Trust, personal connection, and responsibility are the bedrock of our culture.

Our 8 Priorities

As part of Strategy 2030, we focus on eight priorities — each backed by concrete measures and initiatives.

Accelerate the Future of Direct Selling

Closeness is what drives us—today and in the future. We firmly believe that real connections are built where people meet face-to-face—especially in our live demos and personal conversations. Because we know one thing: Real business is built where people look each other in the eye, shake hands, and experience products together. This is and will remain our path.

Our advisors are at the heart of everything we do. Together, we open new doors to new households and expand our reach by focusing on selling our core appliances. Your success is our shared goal—we work hand in hand to grow and build long-term, sustainable relationships.

Create Outstanding Product Ecosystems

As a direct sales company, we have two key moments of truth: the moment we demonstrate our products, and the moments our customers use them every day. Our goal is to make each of these moments a meaningful experience. And a true experience goes far beyond a single product—which is why we focus on building holistic product ecosystems: seamless combinations of hardware, software, AI, accessories, and services that only a company with direct access to its customers can create.

We set ambitious goals in the areas of innovation, ease of use, superiority, quality, and unique experiences—not just to remain relevant, but to reach new audiences, tap into new markets, and expand our business models. AI and digital innovation future-proof our offerings, uncompromising quality ensures longevity, and smart extensions of our business model strengthen our competitive edge.

Go Global

Our roots are in Wuppertal, but we are looking ahead—and out into the world. We are growing beyond our borders. With a focus on Asia and other attractive markets, with a stronger presence and a product range that is specifically tailored to regional needs. Our mission remains the same: to think globally and inspire locally.

Drive Sustainability

With a focus on the circular economy, climate protection measures and our community, sustainability is a key component of our growth strategy.

Vorwerk combines environmental awareness with entrepreneurial thinking and develops products that people love, products that are durable, easy to care for and future-proof—and that inspire a more sustainable everyday life. Sustainability has long shaped the way we design and develop our products. Since 2016, we have established robust frameworks: clear structures, reporting and responsibilities. We have reduced emissions in our own operations and increased transparency in our supply chain. This forms the basis of our Strategy 2030—sustainability accelerates measurable business value.

Achieve Operational Excellence

Through highly efficient processes, data-driven decisions, the targeted use of AI, and continuous improvements along the entire value chain, we are making Vorwerk fit for the future. In this way, we are laying the foundation for sustainable growth, new ideas, and an agile organization that is constantly evolving.

Develop People

In everything we do, it's people who make our success possible. At Vorwerk, it's our employees worldwide who drive innovation, shape relationships, and make our company strong.

We develop the potential and enhance the performance of our employees through targeted development of future-relevant skills in a rapidly changing working world. We attract talent with the right mindset, promote continuous learning, and ensure successful succession for key roles. This is how we create an adaptable organization that enables personal and collective growth.

Master AI

After years of high expectations and limited impact, AI has, over the past years, evolved into a truly transformational technology—one that now represents a make-or-break capability for organizations of all kinds. For Vorwerk, it’s not just about keeping up with this wave, but about mastering it: integrating AI as a core driver across our processes, products, value chain, and decision-making—to manage complexity, accelerate innovation, and seize new growth opportunities.

We actively tackle the key challenges: rapidly acquiring knowledge, fostering a “learn & adapt” mindset, and letting go of outdated ways of thinking. Because those who understand AI and apply it wisely aren’t just keeping pace—they’re shaping the future. And that’s exactly what we’re doing.

Become One Company

We are One Company. With shared passion, we move forward and exceed our own expectations.

All employees and advisors at Vorwerk are the key to our success. Our priority is to optimize group structures, accelerating decision-making, and to embed a “One Company” culture that aligns people, purpose and performance.