00
00
Brand book
04
05
06
Panning for stories for your home
07
08
Lynchpins:
who we are ................................................................................................................. 10 what we do .................................................................................................................. 12 what define us .......................................................................................................... 14 how we think ............................................................................................................. 26 westwing world ..................................................................................................... 42 our identity ................................................................................................................ 52
09
who we are? 10
Westwing is the largest home and decor store in Brazil, as well as the world’s field’s leader in digital universe. In 15 countries, this unique brand differs from the others because it has a specialized curatorial which is ready to provide top quality affordable products every day.
11
what we do? 12
•Communicates, tells stories and informs •Inspires
•Transforms homes worldwide
“It is a live website that renews itself every day” •Antecipates trends
•Becomes each customer’s personal decorator •Panning 13
what DEFINE us? 14
A Mecca for those who are passionate about home and decor. A gallery for design lovers and, mainly, a source of inspiration for those who want to make the most out of life in their home.
15
16
history a necessity, a dream and an idea Westwing’s history began with Stefan Smalla and Delia Fischer in 2011, in Germany. At that time, she worked as an editor at ELLE and ELLE Decoration and always searched the internet for the best quality affordable decoration items. With no success in her task, she realized that no one offered those items online and, as she had a lot of experience in the field, as well as Stefan’s support, felt inspired to create a space where design and décor lovers could find new inspiration, ideas, tips, sales and special benefits. After only four months, they set up Westwing, that was established supported by an experienced managing team and was strongly influenced by the magazine universe. The website beloved by 14 million people around the world is the outcome of this dream!
17
westwing’s essence “It’s a live website that changes every day because it always seeks for the greatest variety of unique items. Our products tell stories, our ad campaigns express emotions. After all, real people want real homes and that is the reason why we exist. Everything we do aims to delight customers who are as passionate as we are!” Alexandra Tobler, Founder & Style Director
18
19
00
name Westwing’s first office was located in Munich, in a neighborhood called “Westend”. That influenced the choice of the company’s name, but Delia Fischer had a more profound inspiration. In order to completely understand that name, you must keep in mind that the sun sets in the west. Imagine now the natural sunset light at this wing in a beautiful mansion ... or, maybe, the twilight colors pouring down over a country house decorated with extremely good taste. Inspired by those sweet landscapes the name Westwing emerged. West stands for the part of the horizon where the sun sets. Wing, the part of a building which projects or is extended from one of its sides.
21
how about in brazil?
“I immediately fell in love with the project. I realized Westwing’s idea was one of a kind, innovative and destined for success. After talking to people, I understood customers wanted a model like ours, which was already emerging in the USA. Then our challenges started: gathering a unique team, finding the best suppliers, creating a wonderful website… Westwing Brazil was composed by only three people working towards the same dream, nowadays we are a big team and motivated to inspire Brazilians all over the country.” Antony Martins, Founder & CO-CEO
22
00
00
our audience
Our audience is essentially female, 90% composed of women who pursue quality, style and exclusivity. Their needs are daily answered by a great variety of products and contents.
25
how we think? 26
1. Mission 2. Vision 3. Values 4. Strategy 5. Westwing DNA 6. Westwing Wishes
27
Mission “To inspire and make every home a beautiful home�
28
00
00
Vision “Be the worldwide leader in home & living eCommerce, by creating the most inspiring customer experience and the most loved brand�
31
values
Inspiration every day
We inspire our customers in everything we do, to make every home a beautiful home.
Customer delight
We work for our customers. We strive to make them truly fall in love with our brand, a little more with every action and interaction.
Genuine care
We genuinely care about our customers, our colleagues, and our partners. We do not let people down. We are open, honest, direct, and reliable. 32
Drive to results
We get things done, in a fast and lean way, no matter the obstacles in our way.
Unique team
We are a diverse and passionate team. We work together with integrity, creativity, fun and energy to achieve incredible things and build a company of true longevity.
Ambition to be the best
We strive for excellence and aspire to create the worldwide leader in home & living eCommerce.
33
34
strategy strategy
Criteriously curate products, with daily news, provide a full decoration experience and turn every home into a delightful place.
market
Home and dÊcor is a passion of many women who shop with more inspiration, pursue one of a kind products and love new tips. It’s not only about selling furniture, but also make the best of living at home. After all, choosing a product is not about the price, because intuition is worth more than anything!
brand
Source of inspiration, specialized curatorial program, reference of excellence and content.
35
how does it work? Westwing is a business model based on flash sales, zero inventory, differentiated products and unique benefits and novelties every day. “Our business model is based on inspiration, curation and discount. West, as it is affectionately called by many of us, inspires people every day because it provides a selection of the best home and living products and content. Furthermore, we have great discounts thanks to our online sales model and zero inventory model. Unlike traditional retailers, we have very low cost of storage. Consequently, we manage to translate this low storage cost into great prices. Providing the best opportunities to our customers is a commitment we make, inspiring them is a passion we share.� Andres Mutschler, Founder & CO-CEO
36
00
38
westwing dna
• News and opportunities that delight the decor lovers • Panning for stories and be an endless source of inspiration • Being a Mecca for all styles
39
Westwing Wishes “ ...telling your story and help you make yours along with ours” “...helping you find your style. And show you beautiful ways to express yourself” “...being your reference, your greatest inspiration, an essential piece in your dreams and in your home”
40
westwing world 42
00
1. Features 2. Media 3. Market 4. General Information
00
43
00
00
features Way more than a home and decor ecommerce, o Westwing is a channel of communication that became a reference in this field.
45
media
Website
New ad campaigns every day
46
APP Westwing Free app available for Android and iPhone
Newsletters
You receive as many times as you want every week
Magazine
Decoration tips, art events, design projects and much more!
Online social media
Facebook, Google Plus, Instagram, Pinterest, Youtube and Twitter
47
48
49
00
general information • We partner with the best and most competent logistics companies • Cutting edge technology innovation • Call center with thoughtful and qualified professionals to serve each customer “After the customer makes the purchase, our operation department comes into play: we have approximately 170 people working at our distribution center. There, they receive, check, pack and ship the products. Every process was designed in order to ensure all of our clients are satisfied, that is the reason we work hard and carefully execute every step of the process. That is what makes us a unique company: we have a team that really loves being part of each home’s story.” Eduardo Oliveira, Founder & COO
51
our identity 52
Colors Typography Institutional elements
53
Visual identity
54
55
and this is just...
the beginning
00
00