The direct-sales company behind the $1,500 cooking appliance says it plans to moved its company headquarters from Thousand Oaks, California to Dallas by the end of this year.

Thermomix, which makes and sells its signature Wi-Fi-connected TM6 device, announced the move at a meeting this week in Austin with 250 of its top sales consultants. The notice did not specify the location of the headquarters or the number of jobs involved in the move.

“We greatly admire the state’s deep history of building connections and culture with food, and the way Texas supports entrepreneurs and innovative companies like Thermomix,” he said. Fredrik Lundqvistthe company’s managing director for the US and Canada.

“After being here in Austin for the past few days, we’re excited to root ourselves into the rich tapestry of Texas, fuel our long-term future, and strengthen our appreciation for the world of home cooking in new and exciting ways,” Lundqvist said in a statement.

Thermomix sales in the U.S. last year totaled more than $30 million, up nearly 29% from a year earlier, the company said. Its parent company is based in Germany Vorwerkrecorded $4.1 billion in global sales last year and is the fifth largest direct seller in the world.

Thermomix sales consultants host in-home cooking experiences to showcase the appliance’s 28 functions and access more than 80,000 guided recipes on the company’s Cookidoo digital portal. The company said the product is used in more than 11 million kitchens worldwide.

It was a different model of Thermomix – TM31 recalled in Australia a decade ago and the company was fined $4.6 million after 14 reported cases of users being burned by hot liquids from a faulty seal.