WestWing
Westwing is a Munich-headquartered, publicly listed home-and-living e-commerce platform operating 23 localized European storefronts, selling curated design brands and its own Westwing Collection to design-conscious consumers and B2B commercial customers on a Shopify-based stack.
- Company typePublic
- Founded2011
- HeadquartersMunich, Germany
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What WestWing does
Westwing (Frankfurt Stock Exchange: WEW) is a Munich-headquartered, publicly listed home-and-living e-commerce platform founded in 2011. It operates 23 localized European storefronts (with 10 new territories added in 2025 and the UK launched in February 2026), serving design-conscious consumers as well as B2B customers in offices, hospitality and retail. The catalog spans furniture, lighting, textiles, rugs, kitchenware, outdoor, children's and gift items, combining curated third-party design brands (Gubi, Ferm Living, Marimekko, Kartell, Aarke) with the proprietary Westwing Collection sub-brand, and is backed by a 10-year furniture warranty and a tiered Westwing Design Service (Basic / Premium / Deluxe, with the 360-degree room concept priced at EUR 119).
The platform runs on Shopify (a migration completed in 2025), with a multi-vendor integrations stack including Stripe, Klarna, Apple Pay and Google Pay for payments, Braze for lifecycle messaging, Algolia for search, Zendesk for support, Criteo and Meta Pixel for retargeting, Google Analytics 4 with AI-driven forecasting, LangSmith (LangChain) for product-inquiry NLP, and Homestyler for 3D visualization. Logistics are run through DHL, Hermes and Rhenus, with a dedicated European Logistics Center in Robakowo, Poland co-located with DHL's new International Logistics Center to enable 2-day delivery to German customers; the DHL relationship was expanded in February 2026 with GoGreen Plus sustainable shipping, electric vehicles and paper-based packaging.
Westwing's go-to-market is digital-first DTC, layered with content marketing (celebrity Homestories such as Anja Rubik, designer collaborations, daily Specials), an email/WhatsApp newsletter with a 10% discount incentive over EUR 200, paid search and social across Google, Microsoft Bing, Meta, TikTok and Pinterest, and a Refer-a-Friend affiliate program. Revenue is transactional product sales (one-time purchases) supplemented by Design Service fees, B2B commercial orders, assembly add-ons, and gift vouchers (valid up to 6 years for B2B and 3 years for consumers). Q4 2025 results showed adjusted EBITDA of EUR 44 million (+84% YoY) on 1.1% revenue growth, and the Managing Director is Dr. Andreas Hoerning.
WestWing firmographics
Firmographics- Name
- WestWing
- Legal name
- Westwing GmbH
- Website
- https://westwing.de
- Company type
- Public
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Westwing is a Munich-headquartered, publicly listed home-and-living e-commerce platform operating 23 localized European storefronts, selling curated design brands and its own Westwing Collection to design-conscious consumers and B2B commercial customers on a Shopify-based stack.
- Ownership category
- akta.pro rank
WestWing industry classification
Industry- Product category
- Online Home Furnishings Retail
- NAICS
- Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700)
- akta.pro primary industry
- Home & Kitchen Value Variety Stores (Small Housewares & Décor) (CRAEAGAH)
- akta.pro secondary industry
- Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers) (CRAIALAG)
Keywords
Where WestWing is headquartered
LocationHeadquarters
- HQ city
- Munich
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
WestWing business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales (E-commerce): Core revenue stream from selling furniture, lighting, textiles, outdoor, decorative accessories, kitchen, and children's products through the online platform. Products include own Westwing Collection and curated third-party brands such as Gubi, Ferm Living, and Marimekko. Revenue model is transactional with one-time purchases, supplemented by deals and sales sections.
- Westwing Design Services: Professional interior design consultation services offered in three tiers (Basic, Premium, Deluxe). The 360-degree room concept service is priced at €119. Services delivered via phone, video conference with screen-sharing, and in-person consultations for premium tiers.
- B2B Business Accounts: Dedicated business customer service for companies needing office, hospitality, or commercial furnishing solutions. Includes volume pricing, VAT invoices, and business customer discounts.
- Gift Vouchers: Sale of gift vouchers valid for purchasing products and services. Gift vouchers are valid until the end of the third year (consumer) or sixth year (B2B) after purchase.
- Assembly/Installation Services: Optional fee-based assembly and mounting service for furniture delivery, offered as an add-on to product purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One time | Westwing Design Service - Personal Interior Consultation |
| Unit Pricing | Pay-as-you-go | Product Pricing (Furniture, Lighting, Accessories) |
| Freemium | Monthly | Newsletter Subscription Incentive |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels10 records
WestWing product offering
Product offeringCore offering
Westwing operates an online home and living e-commerce platform that sells furniture, lighting, textiles, decorative accessories, outdoor products, kitchenware and children's items across 23 European markets. The catalog combines the proprietary Westwing Collection brand with curated third-party design brands such as Gubi, Ferm Living, Marimekko and Kartell. The platform is supplemented by the tiered Westwing Design Service (interior consultation in Basic, Premium and Deluxe tiers at €119 for the 360° room concept) and a B2B offering for offices, hotels and commercial customers.
Product overview
Westwing is a Germany-based online home and living e-commerce platform operating across 23 European markets. The core offering is the Westwing Online Shop, a Shopify-powered e-commerce platform offering furniture, lighting, textiles, decorative accessories, outdoor items, kitchenware, and children's products. The platform combines the proprietary Westwing Collection sub-brand with curated third-party design brands (including Gubi, Ferm Living, Marimekko, and Kartell). Key service modules include the Westwing Design Service (personalized interior consultation in Basic, Premium, and Deluxe tiers), Westwing Business B2B solutions for commercial customers, a mobile app, and a newsletter subscription with 10% discount incentives. The company operates a digital-first business model with localized offerings, offering a 10-year furniture warranty and various delivery options including premium scheduled delivery.
Differentiator
Problem solved
Functional benefit
Brands
- Westwing Collection: Proprietary product collection featuring furniture, lighting, textiles, and decorative accessories for home interiors.
Products and services
- Westwing Online Shop Shopify-based e-commerce storefront selling furniture, lighting, textiles, decorative accessories, outdoor products, kitchenware and children's items, featuring both the Westwing Collection and curated third-party design brands for consumers across Europe.
- Westwing Collection Proprietary own-brand home furnishings and decor line designed in-house or with exclusive partnerships, including furniture, lighting, textiles and decorative accessories, sold under the Westwing Collection label.
- Westwing Design Service Personalized interior design consultation service offered in three tiers (Basic, Premium, Deluxe), including a 360° room concept and personalized shopping list, delivered via phone, video conference with screen-sharing, or in-person for premium tiers; priced at €119 for the 360° room concept.
- Westwing Business (B2B) Dedicated business customer service for companies needing office, hospitality or commercial furnishing solutions, including customized furnishing projects, business customer discounts, volume pricing and VAT invoices.
- Gift Cards (Westwing Vouchers) Purchasable gift vouchers redeemable on westwing.de for products and services, available in various denominations and valid until end of the third year (consumer) or sixth year (B2B) after purchase.
- Assembly and Installation Service Optional fee-based assembly and mounting service for furniture delivery, offered as an add-on to product purchases to support consumers after delivery.
- Premium Delivery Service Premium scheduled delivery option available in selected cities, offering appointment-based delivery of furniture and large items.
- Westwing Collection Outdoor Outdoor furniture and accessories sub-line of the Westwing Collection, including terrace, balcony, and outdoor seating offerings such as the Pool Position vintage outdoor styles.
Quantifiable outcome
- 84% increase in adjusted EBITDA to EUR 44 million in Q4 2025
- +4 more outcomes
Companies that use WestWing
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
WestWing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration29 records
AI capability8 records
Feature5 records
WestWing partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, major and minor.
- DHLcoreExpanded logistics partnership with DHL featuring GoGreen Plus shipping with sustainable fuels, electric vehicles, and renewable energy investments. DHL handles increased share of Westwing parcel volumes in Germany with full shift to paper-based packaging. New DHL International Logistics Center in Poland located near Westwing's European Logistics Center, enabling 2-day delivery to German customers. Partnership reflects trend of logistics decarbonization as premium service.
- ShopifycoreE-commerce platform provider powering Westwing's online store. Shopify International Limited provides cloud computing infrastructure for the online shop and payment processing. Westwing successfully migrated from legacy systems to Shopify as part of digital transformation.
- StripecorePayment service provider handling credit card transactions (Visa, Mastercard, American Express) and digital wallets (Apple Pay, Google Pay) for Westwing checkout.
- Meta Platforms (Facebook/Instagram)majorSocial media platforms for marketing, customer engagement, and advertising. Westwing operates fan pages on Facebook and Instagram. Uses Meta Pixel and Custom Audiences for retargeting advertising and conversion tracking.
- Gubi, Ferm Living, Marimekko (Curated Brands)majorDesign brands featured alongside Westwing Collection on the platform. These curated brand partnerships differentiate Westwing's offering and attract design-conscious consumers.
- BrazemajorCustomer communication and marketing automation platform. Used for email newsletters, push notifications, in-app messaging, and WhatsApp communications. Handles campaign personalization and customer engagement.
- CriteominorRemarketing tool for displaying personalized advertisements on partner websites and apps based on browsing behavior. Joint controller relationship under GDPR.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
WestWing competitors and assessment
Company assessmentDirect peers
- Home24: Berlin-based online retailer of furniture and home accessories operating across multiple European markets. Closely comparable to Westwing in D2C home e-commerce model, own-brand assortment, and target demographic of design-conscious consumers.
- Wayfair: US-headquartered pure-play online home goods and furniture retailer with European operations. Directly comparable in scale of online furniture/home assortment, third-party seller marketplace, and logistics-intensive fulfillment model.
- Made.com: Online designer furniture retailer serving UK and European markets with own-brand and curated designer collections. Closely comparable in premium design positioning, e-commerce-first model, and mid-market price points overlapping with Westwing.
- Maisons du Monde: French-listed omnichannel home furnishings retailer with a strong e-commerce platform across Europe. Comparable in style-led home assortment, mix of own-brand and curated designs, and overlapping European geographic footprint.
Broad incumbents
- IKEA (Inter IKEA): Global home furnishings incumbent with growing e-commerce business across Europe. Comparable as the dominant mass-market home retailer; Westwing competes at the premium/design end rather than IKEA's value end, but they increasingly overlap in mid-price furniture and accessories online.
- West Elm (Williams-Sonoma): Williams-Sonoma-owned premium home furnishings retailer with curated design assortment. Comparable in design-conscious positioning, own-brand focus, and inspiration-driven content; broader global footprint than Westwing but similar aesthetic and price band.
- Zalando (Home category): Berlin-headquartered European fashion and lifestyle platform with an expanding home and living assortment. Comparable in DACH e-commerce scale, marketplace-style assortment, and overlapping European consumer base.
Regional players
- Connox: Hannover-based online retailer specializing in designer furniture and home accessories from premium European brands. Comparable in curated designer-brand assortment and D2C e-commerce focus; primarily serves DACH region.
- Allnatura: German online retailer of natural and sustainable home furnishings including furniture, mattresses, and bedding. Comparable in online home category focus and DACH market presence; differentiated by organic/natural positioning.
Emerging players
- Article: Canadian online direct-to-consumer modern furniture brand expanding into the US market. Comparable in mid-century and modern design-led online furniture model; smaller scale but overlapping customer demographic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
WestWing social profiles
Digital presenceWestWing compliance and trust
Trust signalCompliance2 records
WestWing financial estimates
Financial estimateRevenue estimate
Valuation estimate
WestWing leadership team
Management profileNumber of profiles
Profiles1 record
WestWing subsidiaries and ownership
Company hierarchySubsidiaries1 record
WestWing funding detail
Funding detailFunding overview
Funding rounds6 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WestWing M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WestWing
What does WestWing do?
Westwing operates an online home and living e-commerce platform that sells furniture, lighting, textiles, decorative accessories, outdoor products, kitchenware and children's items across 23 European markets. The catalog combines the proprietary Westwing Collection brand with curated third-party design brands such as Gubi, Ferm Living, Marimekko and Kartell. The platform is supplemented by the tiered Westwing Design Service (interior consultation in Basic, Premium and Deluxe tiers at €119 for the 360° room concept) and a B2B offering for offices, hotels and commercial customers.
Is WestWing a public or private company?
WestWing is a public company. It is classified as public and is currently operating.
When was WestWing founded?
WestWing was founded in 2011. It employs 501 to 1,000 people.
Where is WestWing based?
WestWing is headquartered in Munich, Germany, in the Europe region.
How does WestWing make money?
Five revenue lines are on record. Product Sales (E-commerce) is the primary driver. The others are westwing Design Services, B2B Business Accounts, gift Vouchers and assembly/Installation Services.
Who are WestWing's main competitors?
Direct peers on record are Home24, Wayfair, Made.com and Maisons du Monde. Broad incumbents are IKEA (Inter IKEA), West Elm (Williams-Sonoma) and Zalando (Home category). Regional players are Connox and Allnatura. Article is listed as an emerging player.
Does WestWing have an API?
No public API is recorded for WestWing.
What industry is WestWing in?
WestWing's product category is Online Home Furnishings Retail. Its primary akta.pro industry code is CRAEAGAH, Home & Kitchen Value Variety Stores (Small Housewares & Décor), with a secondary code of CRAIALAG, Soft Home Décor Textiles Retail (Throws, Blankets, Cushion Covers). Its NAICS code is 44912 and its SIC code is 5700.