Vorwerk Opens "Brand Space" Visitor Centre at Wuppertal-Laaken Site

A new meeting point in Laaken

Vorwerk opened its new visitor centre, named Brand Space, on 25 September 2025 at its research, development and manufacturing site in Wuppertal-Laaken. According to the company, the centre brings together its people, its business model, its products, its history and its future in a single location, making the vision known as Strategy 2030 tangible for visitors. The investment ran to a seven-figure sum.

The Brand Space is designed to become a central meeting point at the Laaken site for advisors, employees and external visitors alike. It is also the starting point for publicly bookable factory tours, which offer insights into research, development and manufacturing.

The facility occupies two floors in the hall C of the former Motorenwerk. Guests gather in the reception area on the ground floor, while the exhibition on the upper floor presents the company's history, its products, its direct selling model and its future. Interactive and media elements allow visitors to explore the content independently and to share their personal impressions.

Strategy 2030 and the "Sweet Spot"

At the centre of the brand experience venue is what the company calls the Vorwerk Sweet Spot: the combination of personal direct selling, a global community, and strong product ecosystems built around Thermomix and Kobold.

The concept is tied to Strategy 2030, under which Vorwerk has set itself the goal of becoming the world's most attractive direct selling company by 2030. The opening of the Brand Space coincided with the launch of the company's new, redesigned corporate website.

More than 140 years in Wuppertal

Vorwerk has been connected to Wuppertal for more than 140 years. The company's headquarters are located in the Rauental district, while the manufacturing and development site is in Laaken, where technological competence and industrial value creation are combined, spanning research and development, product testing and production.

With the Innovation Center, modern manufacturing areas and now the new Brand Space, the company says it is investing in a targeted way in the future of the site. Vorwerk was founded in Wuppertal in 1883 and recorded group revenue of 3.6 billion euros in 2025.

Political representatives attended the opening, among them Xavier Fournier, Consul General of France in Düsseldorf, Dilek Engin, member of the state parliament of North Rhine-Westphalia, and Miriam Scherff, Mayor of Wuppertal.