Improving Westwing brand awareness and positioning the brand in Italian market, after supporting Dalani rebranding

Westwing is the first online shopping club in Italy dedicated to home & living solutions inspired by the philosophy of uniqueness and exclusivity of Delia Lachenace, the Group’s founder and Creative Director. Former journalist of the German edition of Elle Decor, Delia created the first website in Germany in 2011 and established a network of independent e-stores, currently present in 11 countries across Europe. Westwing offers a multidimensional shopping experience based on the flash sales strategy in digital format in the lifestyle & design Magazine, allowing users to discover the products in real settings and in the WestwingNow online store, and receive them with fast delivery.

IC was approached to support a rebranding from Dalani to Westwing and a higher luxury positioning by generating more inspirational storytelling, aligning the Italian website with the glamour and cool of the international version, developing partnerships, organising interesting events and promoting Westwing’s first temporary store in the Brera district of Milan.


In 2018 we supported the rebranding (from Dalani to Westwing) and started a challenging communication campaign with the aim of positioning Westwing as leader of the digital and fully-immersive home experience in the Italian market. We worked very closely with the Westwing Team and the new Creative Director Alice Etro on an immersive communication strategy, with inspiring storytelling and targeted pitches aimed at both corporate and consumers, launching the different seasonal collections, stunning interviews with spokespersons (Delia Lachance and Alice Etro), huge media events and effective media meetings.

Owing to our privileged and long-standing relationship to top tier media, we secured prominent publications, including Io Donna, D di Repubblica, Vogue.it, How To Spend It, Grazia.it, F, Cosmopolitan and Glamour, improving engagement with the brand. We pitched product placements, new home stories and innovative angles, receiving very positive feedback and growing interest in Westwing and its inspirational concept.

We pitched Delia Lachance’s story as a powerful and inspiring narrative. We secured features which focused on her as a successful young woman, entrepreneur and beautiful lifestyle icon. She is a digital innovator who thinks “out of the box”. We also pitched her wedding story angle, securing prominent features. Elle referred to her as a “design guru” in a prominent section dedicated to the leading figures of contemporary design, in the Milan Design Week special issue; Vanityfair.it featured Delia focusing on how a simple and winning intuition changed her life; Vogue.it dedicated an exclusive to Delia’s wonderful wedding; ElleSpose.it featured Delia’s inspiring mise-en-place (table setting); D di Repubblica featured Delia as the cover and in the cover article “Girls who (e)shop”, with a focus dedicated to the “ladies of e-commerce”, and which included an interview.

We organized exclusive press events to introduce Alice Etro, the new Westwing Creative Director for Italy, and to reinforce the connection between the Westwing team and Italian key editors.



The communication strategy is aligned with Westwing’s communication objectives, with a focus on raising awareness and visibility. Key objectives included: increase brand awareness and create visibility; position Westwing as a leader of a full immersive home experience; establish and strengthen relationships between the brand, editors and opinion leaders at the most effective levels, with inspiring storytelling and our ability to create long-term relationships with top-tier media which are at the heart of Westwing’s reputation.

Thanks to our privileged and long-standing relationship to top tier media, we involved prominent publications and secured high-impact features. We continue to consolidate our strategic campaign across lifestyle media for Westwing, built around the shopping experience of the brand, as well as the distinctive personality of each collection.