Kobold and direct sales Vorwerk (company)

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early vacuum cleaner vorwerk kobold, 1950.


as radio grew in popularity in 1920s, gramophone sales dropped precipitously. dire situation gave rise birth of “vorwerk kobold” in 1929: chief engineer engelbert gorissen developed out of gramophone motor high-performance electric upright vacuum cleaner. on 25 may 1930, patent granted kobold “model 30”. @ first, sales of @ time unknown appliance in germany poor, despite relatively modest price of 20 reichsmarks. when direct sales launched in 1930 – brainchild of werner mittelsten scheid (1904-1953), son of company founder – did product meet success. 1935, 100,000 “kobolds” had been sold, 1937 half million , 1953 1 million. before second world war, in 1938, first foreign sales organization established: vorwerk folletto in italy.


during world war ii, main plant in wuppertal-barmen severely damaged in may 1943 bombing, after august mittelsten scheid’s sons, werner , erich mittelsten scheid, jointly took on management of firm. sales organization, had held company above water during war years selling various products, discontinued operations year.


after war over, production , sales rebuilt, first in germany, , in europe , overseas. 1955, 2,000 vorwerk sales representatives once again underway. sole managing partner – following death of brother in 1953 – erich mittelsten scheid.







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