How Does Westwing Become a Brand People Can Truly Experience – Beyond Digital?

01:16 – What surprises someone from the fashion world about interiors?

03:39 – A sofa as the "It bag for your home": the idea behind the campaign

05:21 – What does Westwing stand for today?

07:53 – What's behind "Live Beautiful"?

10:37 – What changes when customers can physically experience the brand?

12:59 – Why wasn't Westwing at Salone del Mobile in 2025?

15:56 – What role does social media play in Westwing's brand strategy?

19:05 – Influencers, creators and tastemakers: how does Westwing think about its ecosystem?

22:09 – What role does the Westwing Collection play?

24:03 – How does the Design Service strengthen the relationship with customers?

26:45 – What criteria does Westwing use when selecting collaboration partners?

31:53 – What distinguishes strong D2C brands from interchangeable ones?

33:27 – What role does AI play at Westwing?

35:41 – What is Lydia most proud of?

Westwing's stores are far more than a sales channel.

Lydia Kind explains how Westwing employees work in the stores themselves in order to engage directly with customers. For a brand that spent years operating exclusively online, this represents a fundamental shift in perspective: genuine customer insight comes not from dashboards, but from conversations.

How do you make a brand tangible through people?

Westwing relies on a three-tier ecosystem of influencers, creators and tastemakers. Tastemakers, some with as few as 2,000 followers, showcase Westwing products in real homes rather than highly stylised photoshoots. This creates a sense of authenticity and closeness that reach alone cannot deliver. Westwing also repurposes this content across its own platform.

What does the Westwing Collection contribute to the brand?

The in-house collection is far more than part of the product range – it is the backbone of the brand. Lydia Kind explains how the marketing and design teams work closely together to develop products that are both commercially relevant and highly communicable. When working with third-party brands, creative freedom is limited. With its own collection, Westwing can do more than respond to trends – it can shape them.

What does the Design Service bring to the customer relationship?

The Design Service is not simply an extension of the product offering. It is the point at which the brand becomes genuinely personal. Consultations can take place online, or a Westwing designer visits the customer's home, measures the space, creates a floor plan and develops a 3D interior concept.

How is brand consistency maintained across every touchpoint?

"The most important thing is to make decisions and to say no." Whether it's a store, a campaign, a collaboration or social media, consistency is not achieved by being everywhere, but by being consistent in everything. As Lydia Kind herself points out, that isn't always the easiest approach.