Westwing furnishes its tech stack with Contentful for scalable, localized content

Have you ever found the perfect piece of furniture only to realize it’s sold out or wildly out of budget? At Westwing, that frustration never makes it past the mood board. 

Since 2011, the home goods brand has brought shoppable, design-forward home goods to customers in more than 23 European countries without the luxury price tag. Through localized ecommerce sites and brick-and-mortar stores in Germany, France, and Denmark, the brand continuously introduces new, curated themes alongside permanent staples from the Westwing Collection and partner brands. 

This pace keeps the marketing team in constant motion, producing fresh campaign content to match. Previously, they used a custom-built content management system (CMS) to create and manage content. Every request made required extensive manual development and resulted in an inconsistent editorial experience, where marketers struggled to find what they needed. 

“In the end, we put a lot of effort into things that end up not getting used by the content teams,” said Denise Weidlich, Westwing Senior Product Manager of Ecommerce.

If Westwing wanted to continue growing and enter new markets, they needed a more intuitive, scalable solution — one that could create consistency while supporting localized growth.

Making marketers feel at home on a modern new platform

Six years ago, Westwing’s team replaced its legacy CMS with Contentful. Moving to a composable solution allowed the team to create modular content once and reuse it across different areas of the website and locales, spreading brand assets further while keeping branding consistent.

They kicked off the migration with a homepage redesign, using Contentful to rethink how content was structured behind the scenes. Instead of hard-coded layouts and one-off builds, the team defined reusable content models and modular components — from hero banners to promotional blocks — that could be assembled flexibly across markets.

That structured foundation allowed them to extend the same approach to campaign landing pages and individual elements like banners. Editors could now mix and match prebuilt components, reuse content across locales, and update promotions without relying on developers or duplicating assets. Because content was separated from presentation, updates could be made once and reflected wherever that content appeared.

As the marketing team grew comfortable with the composable setup, the impact was immediate: faster workflows, greater flexibility in campaign execution, and measurable gains in publishing speed.

Putting the finishing touches on faster publishing 

But the thing they love the most? Not having to work nights and weekends to deploy campaigns at a certain time.

Previously, Westwing’s marketers could schedule only one additional version of banner content in advance. As a result, each day the editors had to log in to the platform, change the banner, schedule it, and repeat the process the next day. 

For Black Friday 2025, the process looked completely different. With Contentful’s new Timeline feature, Westwing marketers could stage and schedule homepage promotions — and preview them to check for errors — well before the biggest shopping day of the year

“That reduced the setup effort massively and meant work didn’t dip into anyone’s holiday weekend,” Weidlich said. Timeline made such an impact on Westwing's content production cycle that it’s now an integral part of every campaign launch.

Keeping 20+ languages in stock

Localization is critical for Westwing’s European audience. As a beta user of Contentful AI Actions, the team adopted built-in AI tools to help write, translate, and optimize content more efficiently.

Before Contentful, banner text was embedded directly into images. Each campaign required producing 20+ language-specific assets — editing them in design tools and reuploading them one by one.

Now, teams upload a single image and layer localized text fields on top, eliminating a lengthy, manual process.

Assembling campaigns in record time

Westwing’s team is also relying less on developers to create new content. 

“Recently, we had a big project building landing pages with Contentful,” Weidlich said. “Previously, editors needed tech support to create pages. Now, they just go to Contentful, set up a new page, add banners, and that's it. That was a big improvement.” 

Contentful’s easy-to-use, marketer-friendly user experience and interface made it easier for non-technical team members to create and publish content, create pages, and scale campaigns.

Now, Westwing developers have more bandwidth to build new features and experiences that excite customers.

Adding square footage to their site with AI translations

In the future, Westwing’s team plans to utilize the time-saving power of AI Actions to expand marketing in more locales without expanding workload. When they adopted Contentful, they aimed to support 20 languages. Since hitting that goal, they’ve set a new one to continue expanding translations until they hit 32 languages.

Before, Weidlich said their website was “growing and growing” on their custom CMS, but not in a way that was sustainable. With Contentful, that is no longer the case. “Now everyone is happy we switched to Contentful because it allows for more structured growth,” they shared.