Westwing, the German e-commerce brand for home and decoration, recently entered the Portuguese market. The online platform, which generated €429 million in revenue in 2023, thus increases its global presence to 12 markets. Rik Strubel, chief marketing officer, explains what's behind this investment and what differentiates Westwing's value proposition.
Grande Consumo What were the main factors that contributed to Westwing's success in Europe and other global markets?
Rik Strubel – We started with the ambition of becoming a “shoppable magazine” for “home and living,” at a time when the furniture market wasn't very inspiring. Over the years, a distinctive brand positioning, especially for “design lovers,” coupled with a profitable e-commerce model, has led us to success. We've achieved high customer loyalty, with 80% of orders coming from repeat shoppers on our website. Our own exclusive brand, Westwing Collection, was developed in-house, and the daily inspiration we provide to over 13 million social media followers also plays a crucial role in Westwing's continued growth.
GC – What are Westwing's expectations in terms of growth and performance in the Portuguese market? And what were the main reasons for choosing Portugal?
RS – We don't just want to enter the Portuguese market; we want to become an integral part of Portuguese homes through inspiration. Our goal is to solidify our position as the leading premium destination in Europe for the "home & living" market, continuously improving the brand experience. Portugal presents an opportunity for Westwing, with people who appreciate beauty and design, with increasing urban real estate developments and a growing home and decoration market. Currently, only 25% of home and decoration purchases are made online, but we expect this number to reach 48% by 2028.
“Portugal presents an opportunity for Westwing, with people who appreciate beauty and design, with the increase in urban real estate developments and a growing home and decoration market. Currently, only 25% of home and decoration purchases are made online, but we expect this number to reach 48% by 2028.”
GC – How does Westwing intend to adapt its marketing strategy to meet the preferences and needs of Portuguese consumers?
RS – We are very excited to be part of Portuguese culture and lifestyle in our brand's various strategies. From our campaigns to collaborations with local designers and content creators, we are constantly evaluating what might be most appealing to local customers, in order to offer a portfolio of products and solutions that are as tailored as possible to Portuguese tastes. And, of course, we are ensuring our presence in relevant channels and media to reach design lovers in Portugal. At the end of the day, we want to genuinely inspire our audience.
GC – What are the main differences between Westwing and its competitors in the home and decoration market in Portugal?
RS – We want to bring our Live Beautiful concept to life through the essence of Portuguese culture, which applies very well to the Portuguese lifestyle, because there is beauty in a multitude of local aspects. We don't just want to offer a range of products; we want to provide shopping experiences that combine exclusive, high-quality pieces with interesting content, every day.
I think what truly sets Westwing apart is our commitment to creating a brand that people love, where every interaction is seamless and personalized. This mix of high-quality products and constant inspiration are the parameters that make us stand out in the market.
“I think what truly sets Westwing apart from the rest is our commitment to creating a brand that people love, where every interaction is seamless and personalized. This mix of high-quality product standards and constant inspiration are the parameters that make us stand out in the market.”
GC – What are the biggest challenges during Westwing's entry into the Portuguese market and how are they being overcome?
RS – First and foremost, we want to inspire more people to buy furniture online. And that starts with local knowledge. Understanding and responding to the preferences of Portuguese consumers is a challenge in itself. We are tackling this challenge by leveraging market data, working with local partners, and continuously collecting and acting on customer feedback to refine our approach. We want people to have the best experience and the best support service when they visit our website and/or our app, so that they become loyal customers from their very first purchase.
GC – How does Westwing use data and ""Insights" from the market to personalize the shopping experience for Portuguese consumers?
RS – Through market data and insights from local customers and partners, we are able to personalize our product offering and refine our marketing strategies. This allows us to understand the preferences of Portuguese customers and provide a personalized and engaging online shopping experience.
“We plan to work with local designers, content creators, influencers, and partners to ensure that our offerings and campaigns are culturally relevant and appealing to Portuguese consumers. This local collaboration is fundamental to our strategy in Portugal.”
GC – Does Westwing intend to collaborate with designers, influencers, and other local partners in Portugal?
RS – Absolutely. We plan to work with local designers, content creators, influencers, and partners to ensure that our offerings and campaigns are culturally relevant and appealing to Portuguese consumers. This local collaboration is fundamental to our strategy in Portugal.
GC – What are the main design and decoration trends that Westwing is observing and how do they influence its product offerings?
RS – We are very proud that our own brand, Westwing Collection, has been so well received by Portuguese customers. In particular, our iconic Lennon sofa and the beautiful Santorini bowl, which are already beloved pieces in Portugal as well. We have a team dedicated to trends, always attentive to the latest developments in fashion, design and interiors, ensuring that we offer contemporary, timeless and elegant pieces that our customers will love.
GC – How é Does Westwing guarantee the exclusivity of the products offered on its platform?
RS – We guarantee exclusivity through our own Westwing Collection, which features unique designs developed in-house. In addition, we collaborate with premium third-party brands to offer carefully selected products that are not widely available elsewhere.
GC – How does Westwing address sustainability and social responsibility in its operations and products?
RS – Sustainability is a priority for us, reflected in our growing offering of sustainable products and integrated into all business activities. For example, on our platform, we have many products highlighted with the WE CARE label, to facilitate the identification of products made with materials certified as sustainable. More than 60% of the products in our Westwing Collection already have this label, and we are working to increase that number even further. This reinforces our commitment to environmental and social responsibility.
“On our platform, we have many products highlighted with the WE CARE label, to make it easier to identify products made with materials certified as sustainable. More than 60% of the products in our Westwing Collection already have this label, and we are working to increase that number even further.”
GC – What is the initial feedback from Portuguese consumers regarding Westwing's entry into the local market?
RS – Initial feedback has been extremely positive, with consumers valuing our collaborations with local influencers such as Mafalda Patrício, Vicky Montanari, Alice Trewinnard, and many others, highlighting our brand and our products.
We are constantly gathering feedback to refine our approach and meet the expectations of Portuguese consumers. For example, we receive great comments about how we select our products. Our customers love that our products come to life, not only through photos, but also through curated content, videos, and newsletters. This feedback is very valuable to my role because it confirms that we are on the right track.
GC – How does Westwing manage logistics and deliveries to ensure an efficient and satisfactory shopping experience for consumers in Portugal?
RS – Based on over a decade of experience in international business, we have implemented logistics and delivery systems to ensure the timely and efficient delivery of our products. Our focus is on providing a seamless shopping experience, from order placement to delivery, guaranteeing customer satisfaction.
GC – How does Westwing see the future of home and decoration e-commerce, and what are its strategies to remain at the forefront of this sector?
In general, the future of "home and living" e-commerce will be driven by expert curation, personalization, innovation, and sustainability. For Westwing , this includes the use of advanced technologies such as AI and CGI, the continuous evolution of our product offerings, and maintaining our commitment to sustainability.
GC – What are the main lessons Westwing has learned from entering new markets, and how are these lessons being applied in Portugal?
RS – A key lesson is the importance of understanding which elements of our approach and portfolio are appreciated worldwide and where local consumer nuances and preferences have a significant impact. In Portugal, we are applying this lesson by involving Portuguese experts, conducting in-depth market research, collaborating with local partners, and being agile in adapting our strategies based on customer feedback.
GC – What are Westwing's main objectives for its first year of operation in Portugal?
RS – Our main objectives for the first year include establishing a solid brand presence, gaining a deep understanding of the local market, and building strong relationships with Portuguese customers. We aim to inspire and enliven Portuguese homes with our unique designs and creative vision, to create as many memorable moments as possible at home.
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