International Research & Brand Strategy

Based on the business idea of Mrs Delia Fischer, Westwing was founded in 2011 together with management partners and investors as an online retailer for furniture and home accessories. By now, Westwing is represented in eleven countries around the world, employs over 1.000 employees and is successfully established in the market.

Regarding brand management, the potential of the Westwing concept however did not seem to be fully exploited. A precise definition of the target group, a strategic core idea and a clear brand identity – as a basis for all positioning aspects – did not exist. We started to change that, conducted an international field study and developed an comprehensive strategic alignment for the brand.

Positioning Approach

The Style Authority

We positioned Westwing as the leading style competence in Home & Living. Unique in the competitive landscape and highly desirable for our audience.

With the profound style expertise in our style direction teams we continuously combine exciting content with carefully selected and unique products. Presented as a shopable magazine, we set new standards for a wow!-shopping experience.

That’s what will drive our success and will make us become the world's leading H&L online player. A style authority. A pearl diver. A love brand.

»The brandtouch° team helped us to very successfully refine our core brand across all our regions, to sharpen its focus and take it to the next stage for future growth.

Their collaborative approach, combined with outstanding strategic and conceptional advice, made a vital contribution to the success of the project. Plus, the intensive discussions with the brandtouch° team were a lot of fun and helped us all to attain better results.«

Valentin Schellhaas
Director Marketing