Westwing — Happy Place For all interior design fans. Since 2011, founder Delia Fischer—together with her co-founders Stefan Smalla, Tim Schäfer, Matthias Siepe, and Georg Biersack—has made it her mission to make affordable, modern furniture accessible online to a broad audience. How did she come up with this idea? And did she find it an advantage or disadvantage to be a female founder in the male-dominated startup scene? Answers to these—and other questions—in this interview.
What motivated you to start the company?
I really enjoyed my job at Elle and Elle Decoration, but at a certain point, I wanted to start my own business. I was always a bit more open-minded and looked for new opportunities. I had several business ideas back then, but I rejected them all. Through my job, I realized that there was a lot of fashion available online, but hardly any—and especially hardly any beautiful and affordable—furniture. Making beautiful and unique interior products accessible to everyone—this idea motivated me and continues to motivate me to this day.
Did you have any role models when you started your business?
For example, I was very inspired by Spanx founder Sara Blakely. She wanted a slimmer silhouette under her dress, and when there wasn't a suitable product available, she simply made it herself.
When and where do you get the best ideas?
Often when I'm traveling. But it can also happen that I wake up in the middle of the night and have a new idea.
You don't have to do everything alone
Your greatest talent?
When I do something, I do it with passion.
The biggest mistake you have ever made?
Having to do everything on your own.
Your secret weapon when networking?
Always have a genuine interest in the person you are talking to.
Does this seem like a good time to start a business? Why?
Yes, because it has never been easier to network and exchange ideas.
The three worst prejudices you have encountered in your everyday life as a founder?
I always tried not to focus on prejudices, but quickly realized that I should stand up for myself and my strengths — and weaknesses.
What’s on top of your desk right now?
The designs of our Westwing Collection which we launch in November.
Being underestimated can be an advantage
What makes you happy?
Thankfully, there are many moments of happiness. And that's what makes my job so special. It's simply fun to be able to live your dream and pursue your greatest passion at work.
Was being a female founder an advantage or a disadvantage for you?
Neither. However, being underestimated every now and then can actually be an advantage 😉 .
