In this episode of Kassenzone, Karo Junker de Neui meets CEO Andreas Hoerning in Munich's Westwing Studio. Westwing is currently one of the most successful players in the premium home & living segment. With an annual turnover of 444 million euros and a remarkably strong regular customer base, Westwing has undergone an impressive transformation since the IPO in 2018 — away from a shopping club to a curated premium brand for beautiful living.
Andreas, part of the company for over ten years, provides deep insights into Westwing's strategic realignment. While many competitors rely on marketplace models and measures, Westwing is consciously pursuing a different path: curated product ranges, a high proportion of private brands and a clearly emotional brand positioning as “The Beautiful Living Company.”
Karo and Andreas talk in detail about how Westwing has reinvented itself as a premium brand — with a focus on quality, design and brand experience rather than on price war. Key driver: Social media. With 8.6 million followers on Instagram, Westwing is one of the strongest brands in the interior sector. TikTok is also being tested, with a clear focus on long-term brand impact instead of short-term impulse purchases.
The episode also addresses the challenges following the pandemic boom — declining consumer spending, restructuring and increasing efficiency. Andreas openly describes how Westwing reacted to this and how new services such as interior design consulting and its own delivery service contribute to differentiation. Looking ahead, it is also about international expansion, B2B potential and technological developments — from AR to TikTok Shop to AI-supported living space solutions.
An exciting deep dive into the world of Westwing — for anyone who wants to know how to successfully position premium in a dynamic market.
Our key insights about the Westwing podcast:
🌟 Premiumization as differentiation: Westwing focuses on curated collections, exceptional design and a high proportion of private brands (Westwing Collection) to appeal to a loyal, design-savvy target group.
📱 Social media as a growth driver: With one of the largest home & living communities on Instagram, Westwing is strengthening its brand loyalty — TikTok Shop is being examined as an additional future channel.
🔄 Transformation as an opportunity: Following the COVID boom and subsequent consumer restraint, Westwing has sharpened its strategy and is clearly focusing on premium products and profitable growth.
🚀 Expansion & new services: Westwing is focusing on store openings, expanding its own services such as delivery service & interior design consulting, and B2B business as new growth potential.
