Twenty-five years after the kitchen appliance brand launched in Australia, its relocation signals shifting dynamics in Australia's foodie capitals and what it means for Sydney's food-tech cluster.
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Thermomix is moving its Australian headquarters from Perth to Melbourne, marking a significant shift in where major food-technology companies are choosing to base themselves. According to reports, the German appliance giant has selected Melbourne's food-focused ecosystem as its new home after 25 years operating from Perth since the brand's launch in Australia.
For Sydney businesses, the relocation underscores the growing concentration of food and hospitality investment in Melbourne's competitive landscape. Sydney remains a major market for premium kitchen appliances and food tech, but the Thermomix decision reflects how some global brands are consolidating operations around established culinary hubs that have built critical mass in supply chains, marketing clusters and chef networks.
The move also highlights broader questions about which Australian city is best positioned to attract head offices in the premium food sector. Melbourne has been aggressive in cultivating this positioning, while Sydney's strength has traditionally been more fragmented across hospitality venues, catering, and food service rather than appliance and food-tech manufacturing and distribution bases.
Sources: smh.com.au.
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