WestWing

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.

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

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

• Home decor e-commerce
• Furniture online retail
• Curated home furnishings
• Interior design services
• Outdoor furniture marketplace

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

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

1. 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.
2. 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.
3. 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.
4. 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.
5. Assembly/Installation Services: Optional fee-based assembly and mounting service for furniture delivery, offered as an add-on to product purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration29 records

AI capability8 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• DHLcoreStrategic or Co-development Partner · 10 February 2026Expanded 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.
• ShopifycoreTechnology or IntegrationE-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.
• StripecoreTechnology or IntegrationPayment service provider handling credit card transactions (Visa, Mastercard, American Express) and digital wallets (Apple Pay, Google Pay) for Westwing checkout.
• Meta Platforms (Facebook/Instagram)majorGTM or Marketing PartnerSocial 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)majorChannel Partner/ Reseller/ DistributorDesign brands featured alongside Westwing Collection on the platform. These curated brand partnerships differentiate Westwing's offering and attract design-conscious consumers.
• BrazemajorTechnology or IntegrationCustomer communication and marketing automation platform. Used for email newsletters, push notifications, in-app messaging, and WhatsApp communications. Handles campaign personalization and customer engagement.
• CriteominorGTM or Marketing PartnerRemarketing 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

Direct 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

• YouTubeyoutube.com/channel/Westwing
• Facebookfacebook.com/westwing.de
• LinkedInlinkedin.com/company/westwing
• Instagraminstagram.com/westwing
• Pinterestpinterest.com/westwing
• TikToktiktok.com/@westwing
• Xx.com/westwing

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds6 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WestWing