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Management Report /
Direct Sales,
Lux Asia Pacifi c
Turnover stabilised, earnings situation improved
Enhanced customer loyalty through CRM
Management Report / Lux Asia Pacific / 23
Under the brand name of Lux, Vorwerk primarily sells water purifiers and vacuum cleaners in the Asian
region. The most important markets are Indonesia and Thailand. The Lux Asia Pacific Division achieved a
turnover of 31.7 million euros in 2010. Thanks to improved margins based on optimised product combinations
and great efforts in cost reduction, the division made a positive contribution to the overall earnings
of the Vorwerk Group in 2010.
Lux Asia Pacific is one of the few direct selling companies that has specialised in selling high-ticket
household goods in the rapidly growing Asian market. The objectives for the year 2010 were to stabilise
the business and simultaneously improve in the earnings situation. Both targets were achieved despite
difficult political circumstances and the associated unrest in Thailand in the first half of 2010.
The strategic new alignment of the division, however, already led to a pleasing development in the last
quarter of 2010. Lux Asia Pacific therefore sees positive prospects for the year 2011.
Various projects will also be implemented this year to further strengthen the business, such as the planned
launch of a new air purifier. To address households with a lower income level, a good quality vacuum
cleaner at a favourable introductory price will be offered for the first time in 2011.
2-3 l.
*
As Precious as Water
We humans need to drink 2-3 liters of water a day. For all those who value good
water quality, there’s the alva water purifier. Its innovative technology filters tap water,
eliminating bacteria and germs and thus also making an important contribution to
quality of life – especially in countries where clean drinking water is not the norm.