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Direct sales
Vorwerk
Direct Selling Ventures
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Vorwerk worldwide
Vorwerk is a worldwide enterprise. Our products are
available in over 60 countries around the globe.
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Vorwerk’s business
Vorwerk stands for the direct route to the customer, a consistent
commitment to service, and outstanding quality.
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Production and direct sales of the Vorwerk Kobold room care system and
the Vorwerk Thermomix multifunctional kitchen appliance.
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Production and direct sales of cosmetics and
skincare products from JAFRA Cosmetics
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Lux Asia Pacific direct sales
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Vorwerk Carpets
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HECTAS Facility Services
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akf group financial services
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Vorwerk Direct Selling Ventures
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Review
What makes Vorwerk unique
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A special path to the customer
Vorwerk always takes a special path to its customers.
This goes for the direct sales activities of Vorwerk, JAFRA Cosmetics
and Lux Asia Pacific and is just as true for HECTAS
Facility Services, the akf group and Vorwerk Carpets.
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Outstanding products
Vorwerk products stand out for their high quality and
unique benefits. The products are demonstrated directly
at their future place of use. Product benefits that often
go unnoticed with other sales methods due to a lack
of demonstration can be experienced up close by
the customers in their own homes.
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Review
What makes Vorwerk unique
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Opportunities in direct sales
Direct sales offers great opportunities to people
with an interest in becoming self-employed. Their performance
determines their income, no investment is required.
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Focused employee advancement
Vorwerk’s success depends on its employees.
Their impression on customers preserves Vorwerk’s
good name worldwide.
Employee development, training and motivation are
therefore of the utmost priority.
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Review
What makes Vorwerk unique
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Vorwerk, a family business
Vorwerk has been a family-owned company since it was
founded in 1883. Thinking and acting with a view to the
future has a long tradition at Vorwerk. The objective is
not short-term profit but sustainable success.
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Vorwerk at a glance
As an international, broad-based enterprise, Vorwerk experienced
substantial growth during 2007.
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Founded in Wuppertal in 1883
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Business volume in 2007: 2.323 billion euros,
of which 1.496 billion euros came from direct sales
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566,235 employees, sales advisers and
representatives worldwide, of which
515,151 are JAFRA consultants
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Sales companies and sales partners in over 60 countries
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Partners‘ equity: 49 percent
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Executive Board
Peter Oberegger
(Managing Partner)
Walter Muyres
(Managing Partner)
Reiner Strecker
(CFO)
Eberhard Pothmann
(until 28.02.2009)
Jochen Sarrazin
(until 30.04.2009)
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Group structure
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from 1883 to 1944
The carpet factory founded in 1883 develops into a successful direct sales company even
before the Second World War. The triumphant advance of the Kobold hand-held vacuum
cleaner begins.
1883 The brothers Carl and Adolf Vorwerk found the
carpet factory Teppichfabrik Vorwerk & Co.
1904 August Mittelsten Scheid joins the company
1908 Vorwerk‘s own machine factory becomes
an independent division
1929 Invention of the Kobold hand-held vacuum cleaner
1930 Start of the Vorwerk direct sales organisation
1938 Formation of the first international company,
Vorwerk Folletto (Italy)
1943 Direct sales suspended during World War II
Dr. Erich and Werner Mittelsten Scheid
take over management of the company
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from 1945 to 1969
By 1953, the millionth Kobold vacuum cleaner already leaves the assembly line at the
Wuppertal plant. Vorwerk ventures into new business fields with the founding
of the akf bank in 1968.
1945 Kobold production and direct sales are resumed
1953 Production of the millionth Kobold since the end of
the war
1959 Invention of the first electric carpet brush
1962 Vorwerk Carpets in Gehrden
(since 1986 in Hameln)
1968 akf bank is founded
1969 Dr. Jörg Mittelsten Scheid becomes managing
partner
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from 1970 to 1999
Vorwerk continues to grow and gets more and more international. The Thermomix
is born in 1971 – a success story that is still being written today.
1971 The “original Thermomix“ VM 2000 is launched in France
1974 Formation of Hygienic Service Gebäudereinigung und
Umweltpflege GmbH (today’s HECTAS Facility Services)
1994 akf unilease is founded
(today akf servicelease GmbH & Co. KG)
1995 Achim Schwanitz becomes managing partner
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from 2000 to today
Vorwerk strengthens its position on the Asian market with the purchase of Lux Asia Pacific in
2001, and on the American market with the acquisition of JAFRA Cosmetics in 2004.
2001 Lux Asia Pacific, headquartered in Singapore, becomes part
of the Vorwerk group
2004 JAFRA Cosmetics joins the Vorwerk group
2005 Vorwerk celebrates 75 years of direct sales
2005 Dr. Jörg Mittelsten Scheid transfers from the
Executive Board to become chairman
of the Advisory Board
2007 Peter Oberegger becomes managing partner
2008 Vorwerk celebrates its 125th anniversary
2009 Walter Muyres becomes managing partner
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The idea
Our best for your family: this is what the Vorwerk family enterprise stands for.
• Vorwerk was founded in 1883 as a family business
and is still family-owned today.
• Our products help to make families‘ lives more pleasant.
• Our sales organisations work where our products
are used: in the family home.
• In our sales teams, the feeling of camaraderie
resembles a family bond.
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Direct sales
Direct sales is Vorwerk’s core business – and has been since 1930. Our experience,
our expertise and the superiority of our products have made us the market leader
in direct sales of high-calibre products.
Direct sales products:
• Vorwerk Kobold and Thermomix
• The product worlds of JAFRA Cosmetics
and Lux Asia Pacific
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Direct sales brings many benefits
Direct sales unites top quality with top advice.
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In-depth advice and demonstration in the customer‘s
home makes it possible to explain product benefits
that might not be obvious at first glance.
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This proximity to the customer enables us to
closely adapt our products to people‘ needs
and to continue to develop our products further.
This results in high-quality goods and services and
a high level of customer satisfaction.
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People
Direct sales is a wonderful opportunity for people to build a successful career based
on their own achievements as a sales adviser or representative.
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Vorwerk and direct sales create jobs.
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The number of people who work for Vorwerk climbed
to 566,235 in 2007.
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Of these people, 22,820 were in permanent
employment, 28,264 were independent sales
advisers or representatives in the “household
appliances” division and 515,151 were JAFRA
cosmetics consultants.
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Our Principles
Our Principles
We act, plan and work together according to
defined corporate principles with a view to
assuring our company a successful future.
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Clear Customer and Performance Orientation
Clear Customer and Performance Orientation
We always strive to provide our customers with first-class products and services.
Within the company, too, we are dedicated to achievement,
accepting only the highest standards. Vorwerk aims to secure
long-term profits commensurate with our performance.
This is only possible if our customers
can put their faith in our performance.
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Successful with People
Successful with People
Our success depends upon people. Extremely important to us,
therefore, are the qualification and motivation of
our staff and sales partners. The cooperation we value
is founded on trust, sincerity, respect and fairness.
We respect people as individuals.
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Outstanding Thanks to Quality and Innovation
Outstanding Thanks to Quality and Innovation
Vorwerk perceives itself as an innovative enterprise.
As we have direct contact with our customers,
we know their needs and wants and accordingly provide
them with top-quality products and services.
At the same time, we are committed to using
our natural resources sparingly and attach
great importance to the environmental
friendliness of our products.
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Thinking and Acting with a View to the Future
Thinking and Acting with a View to the Future
Since its formation in 1883, Vorwerk has been a family business.
Thinking and acting with a view to the future is a matter of tradition with us.
This is how we make decisions and weigh up investments.
Based on this long-term view, we also assume
responsibility for our staff and sales partners.
That responsibility includes involving ourselves
in our social environment.
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Prepared for Change and Progress
Prepared for Change and Progress
Progress is unthinkable without a readiness for change.
We recognise the need to introduce changes and
are ready and willing to do so.
This is a challenge we perceive as an
opportunity for our dynamic company.
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SOS Children's Villages
Vorwerk works together with SOS Children’s Villages to help families and children in need.
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By supporting SOS Children’s Villages, Vorwerk wishes to
contribute towards enabling children all over the world to
grow up safe and secure in a family environment.
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To this end, Vorwerk set up the Family Fund and now
undertakes fundraising activities around the globe.
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To date, the concerted efforts of employees,
sales advisers and the Executive Board have raised
donations to the tune of 600,000 euros for the fund.
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Found: Family Manager 2007
For the fifth time in a row, Vorwerk and the TV magazine Hörzu were searching for the
“Family Manager of the Year”. It’s high time the most important job in the world finally
got the recognition it deserves.
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TV commercial, Vorwerk Family Study and the contest for “Family Manager of
the Year” underscore Vorwerk’s expertise when it comes to families.
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With the award, Vorwerk pays tribute to the important work that is done
in the context of the family, while the Vorwerk Family Study gives the
undertaking a scientific foundation.
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The winning Family Managers are selected by a jury of famous
personalities and are publicly presented with their awards at a
grand gala in Berlin.
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Vorwerk Kobold
The Vorwerk Kobold features a unique system that guarantees thorough cleaning,
deep down. We create a new dimension of cleanliness and freshness to enhance daily
well-being in the home.
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A small motor coupled with high efficiency
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Hygienic microfilter for proven, lasting allergen reduction
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Turnover in 2007: around 687 million euros
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The Vorwerk Kobold is sold direct to customers in 30 countries by some
10,000 independent sales advisers following a demonstration of the
system at the customer‘s home.
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Vorwerk Thermomix
With the Vorwerk Thermomix, fresh food can be prepared more quickly and
easily than ever before. With the Thermomix, it’s a joy to cook tasty, healthy meals.
• The Thermomix can: weigh, chop, mix, stir, cut, grind,
pulverise, knead and blend.
• Thanks to its heatable, stainless-steel mixing bowl, it even cooks.
• Turnover in 2007: around 331 million euros
• The Vorwerk Thermomix is sold direct to the customer in 38 countries,
at parties or on referral, by some 16,500 mainly female
representatives pursuing this as an extra income opportunity.
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JAFRA Cosmetics
JAFRA Cosmetics creates quality products that enhance a woman’s beauty and
self-assurance. With its facial and body-care products, colour cosmetics and
fragrances, JAFRA defines a world of beauty, care and wellness – and gives
women a sense of utter well-being.
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50 years of experience in developing
cosmetic products
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Outstanding product line
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Turnover in 2007: around 432 million euros
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JAFRA products are sold in 24 countries direct to
the customer by some 515,000 self-employed
consultants at individual or group consultations
that take place in the home.
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Lux Asia Pacific
Lux Asia Pacific operates successfully in the Asia-Pacific region, specialising in the
production and sale of high-quality water filters and vacuum cleaners. Quality and
personal consulting – the key to our success in Asia, too.
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Lux Asia Pacific operates exclusively in the Asia-Pacific
region.
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Lux Asia Pacific comprises the former direct sales
subsidiaries of Electrolux in Asia.
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Turnover in 2007: around 42 million euros
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Lux Asia Pacific products are sold by some
1,900 independent sales advisers in 13 countries
in the Asia-Pacific region.
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Vorwerk Carpets
Whether in a private or a commercial setting, Vorwerk carpets create a feel-good atmosphere.
In addition to setting itself high aesthetic standards Vorwerk is also committed to ensuring that
its products are manufactured by ecologically sound methods which pose no health risk while
delivering first-class quality and durability.
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Vorwerk Teppichwerke has established itself as a
leading producer of high-quality carpets.
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Vorwerk collaborates with several internationally
renowned artists, designers and architects.
For example, top designer Ulf Moritz has created
the new line “Fascination”.
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Carpets are the original Vorwerk product.
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Turnover in 2007: around 78 million euros
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Research, development and production
At Vorwerk, research, development and production are united in a single enterprise.
Vorwerk sets high standards in all areas. The customer gets what he has grown to
expect from Vorwerk: an innovative product that is practical, useful and extraordinarily
durable.
• Vorwerk products are developed and produced by Vorwerk.
• Vorwerk‘s own development departments in Wuppertal ensure the unparalleled quality of its
products.
• Vorwerk regularly receives eco-certification for its environmentally friendly production systems.
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Tests and Design
Vorwerk products are known for their exceptional quality and outstanding design.
• The German consumer watchdog magazine Stiftung Warentest awarded the Kobold
with electric brush top marks with the rating “very good” (test 4/2003).
• The Kobold is one of the few vacuum cleaner systems entitled to carry the TÜV certificate
“Suitable for allergy sufferers”.
• The Design Center NRW in the German state of North Rhine-Westphalia has awarded the Kobold,
the Polsterboy, the Pulilux, the Thermomix 31 and the new Tiger 260
the “red dot” award for high design quality.
• Vorwerk carpeting was the only carpeting to receive the seal of recommendation of the German Allergy
Sufferers and Asthma Association (DAAB).
• ZukunftsAward 2006 (Future Award 2006) for the “Smart Carpet”
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Vorwerk production sites
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Vorwerk production sites
Vorwerk Elektrowerke, Wuppertal, Germany
• Research and development
• Production of hand-held vacuum cleaner Vorwerk Kobold, Polsterboy and electric brush
• Motor production for all Vorwerk products
Vorwerk Teppichwerke, Hameln, Germany
• Production of Vorwerk rugs and carpets
Vorwerk Semco, Cloyes, France
• Production of Thermomix
Vorwerk Folletto, Arcore, Italy
• Production of Pulilux and diverse accessories
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Vorwerk production sites
Vorwerk Household Appliances, Shanghai, China
• Production of Tiger and assembly of all products sold in China
• Production of water filters for Lux Asia Pacific
JAFRA plant, Naucalpan, Mexico
• Production of entire JAFRA Cosmetics product range
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HECTAS Facility Management
HECTAS is one of the leading companies in Europe in the area of infrastructural facility
services. HECTAS offers its customers individual solutions, tailored precisely to all their
facility needs.
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HECTAS has been a reliable partner to its
customers for over 30 years as a provider of
infrastructural facility management: from cleaning,
gardening and snow and ice control to security and
janitorial services.
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HECTAS has 60 branches and over 11,500
employees working in Germany, the Netherlands,
Austria, Poland, Belgium, the Czech Republic,
Hungary and France.
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Turnover in 2007: around 187 million euros
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akf group
Leasing and financing of moveable-property investments, sales financing and fleet
management – the akf group provides first-rate service and consulting in these sectors.
• Trained sales staff provide individual consulting
at the customer‘s workplace.
• Purchasing benefits thanks to close contact
with major manufacturers and importers
• Fast and uncomplicated processing of contracts
• New business in 2007: 546 million euros
• Head office in Wuppertal, 12 branches and
34 sales offices in Germany
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Vorwerk Direct Selling Ventures
Vorwerk Direct Selling Ventures is an independent subsidiary within the Vorwerk Group, which
invests venture capital in young, innovative direct sales companies.
• Focus of investment: Direct sales – direct, person-to-person sales or
via sale channels such as internet, catalogues or home shopping
• Investment philosophy: Long term minority investments
• Growth financing through investment of equity
• Investment size per single investment: 0.5 to 5 million euros
• International scope
• Added value: Extensive direct sales expertise and an
international network