#45: Lydia Kind, VP Creative & Communications at Westwing, on building Europe’s favorite premium design brand

Welcome to the E-commerce Germany News Podcast powered by the E-commerce Berlin Expo.Step into the captivating world of Westwing, a trailblazer in the home and living e-commerce space that has redefined how we think about beauty, authenticity, and premium design. In this episode of the EGN Podcast, host Efe von Thenen is joined by Lydia Kind, VP Creative & Communications at Westwing, as she shares the inspiring journey of a company that has grown into one of Europe’s most loved brands.Founded in 2011, Westwing stands out for its unique ability to create emotional connections with its customers. With 80% of buyers returning time and again, the brand is a testament to the power of storytelling, authenticity, and an obsessive focus on detail. Ludia unveils how Westwing crafts a seamless blend of beauty and functionality, whether it’s through stunning content, a carefully curated product range, or meaningful collaborations with influencers and creators who share their vision.Throughout the episode, Ludia discusses her personal journey in branding and creative leadership, from her early days in fashion to shaping Westwing’s identity as a premium yet inclusive brand. She reflects on the challenges of building trust with customers in a competitive industry, where staying authentic and consistent is key. You’ll hear her take on why content creation lies at the heart of Westwing’s success, and how the brand continues to innovate by balancing aspirational campaigns with relatable, everyday storytelling.🟠 Interested in being a guest on our podcast? Reach out to us at [email protected]: (00:00:00) Introduction(00:01:14 ) Meet Ludia Kind: The Creative Force Behind the Brand(00:02:42) The Origins of Westwing: Building a Love Brand Since 2011(00:07:24) The Allure of Home and Living: Why Westwing Stands Out(00:11:03) Defining Westwing’s Core: Beauty, Authenticity, and Inspiration(00:12:27) Content is King: The Role of Storytelling in Brand Success(00:19:12) Westwing’s Secret Sauce: 80% Repeat Customers Explained(00:21:46) Collaborating with Creators: Authenticity Over Big Names(00:28:40) Premium Design with a Purpose: Westwing’s Unique Value Proposition(00:35:04) Balancing Global Values with Local Nuances in 12 Markets(00:37:11) Facing Challenges: Proving the Impact of Creativity in E-commerce(00:39:56) Lessons from the Past: Ludia’s Journey in Branding and Leadership(00:41:06) The Role of Diversity and Inclusion in Home & Living(00:42:56) Advice for Entrepreneurs: Building Authentic and Lasting Brands(00:44:35) Closing Thoughts: Authenticity and Vision as Drivers of SuccessFollow for more:■ Linkedin■ Instagram■ Facebook■ Twitter

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