Delia Lachance - CCO at Westwing

From southern Portugal, where she has set up home with her family, right between the Atlantic Ocean and the Mediterranean Sea, Delia Lachance discusses the democratisation of design and shares her tips on driving online sales. As a former journalist, she has successfully bridged the gap between media mentions and private sales – “I was surrounded by fabulous products for the home that I was struggling to find in order to purchase” – and has retained her feel for staging and storytelling acquired during her time at Elle Déco. The result is a website that provides design insights and endorsements and operates in eleven European countries. Westwing now produces its own product ranges, too. When she’s not working, Delia spends time with her husband, who she met in Ibiza, enjoys holidaying in Miami, and is busy renovating her Algarve home in the natural minimalist style for which she is so well known. 

You’re going to miss Maison&Objet Paris this year due to being heavily pregnant. What will you miss the most?

Delia Lachance: I’ll miss engaging with creative minds from all around the world. At Maison&Objet, I love gleaning inspiration and homing in on the latest trends. But my team will be there, of course, and I can’t wait to check out their Instagram posts and see all the amazing products they discover with your help.

What are you hoping the 2022 edition will bring?

After the past few months, I’m hoping it will give us the opportunity to see and touch the latest trends for real! And allow us not only to rekindle our existing relationships with all the sales reps we already know, but also to spark new relationships. We simply can’t wait to reconnect with all the designers and brands, on both a personal and professional level.

You’re currently topping the list of “Germany’s Top 50 Women in Tech”. How have you managed to democratise design so well?

There are a number of different reasons. Firstly, it’s down to the extensive range of products Westwing has to offer. Our clients can discover international brands as well as smaller names who are given the opportunity to reach a wider audience via our platforms. Secondly, alongside furnishings, we stock numerous accessories that are reasonably priced and that will instantly add a splash of on-trend style to any interior. Thirdly, as a “shoppable magazine”, we help people to pick out products and put them together by telling their story and offering advice. Last but not least, our Westwing Collection is packed with elegant products at pocket-friendly prices. These four key strands bring together the entire world of interiors on our platform.

What are your top tips for driving online sales?

Our approach pushes the boundaries of a simple online store, and we place a major focus on content. Our “shoppable magazine” concept shines a light on the latest products and tells their story. We don’t settle for simply presenting products against a white background - we stage them in such a way as to help people picture them in their interiors. Not that long ago, you could sell anything online as long as you had a website. Today, if you want to stand out from the crowd, you don’t simply need something stylish – you must offer advice and engagement, too.

How do you find the time to develop Westwing whilst simultaneously managing your family life and renovating the old building you’ve just purchased in Portugal?

It all boils down to being very well organised! My days would be extremely chaotic otherwise. I usually start the day by checking my emails, at 8.30, and going through the schedule for the day with my assistant. We have a lot of meetings, but I love bouncing ideas around with my team. That’s often how the best concepts are found. And I always make time to spend the odd day on my own to really focus on certain specific topics. Sometimes, I need to get away from it all and just be in my own little world. In the evening, I love nothing more than looking back at what I have achieved that day and assessing the progress I’ve made. Being so free at work and so happy at home is what enables me to juggle everything in my life. A word of advice: if something isn’t working, don’t be too hard on yourself. Tomorrow is another day. 

Do you use the MOM digital platform?

Of course! MOM is an excellent user-friendly tool that provides an easy way of seeing what some great brands are up to. Even before heading to Maison&Objet, my team always source some great suppliers there. That helps us to organise our hectic days once we’re actually at the fair. It’s also useful after the event when we want to contact suppliers we met but whose details we never asked for. That happens a lot when we’re writing our themed daily posts for our Club.

Have you heard of the Maison&Objet Academy?

Yes! The online master classes are another great tool, which are particularly useful for anyone starting out in the business. I like the idea of having such easily accessible content. Today, providing support for specialised firms and start-ups is more important than ever.

Do you have one particular stand-out memory of your time at Maison&Objet Paris?

In September 2020, when I was a Maison&Objet ambassador, I had to do a video interview discussing the trade fair. I’d just found out that I was expecting my first baby. I was overjoyed, but at the same time I had really bad stomach ache. I managed to do the interview, and it turned out to be an absolutely amazing day. Everyone was lovely, and I was hiding this little secret that I couldn’t share with anyone. Those are very special memories...

What’s hardest? Preparing to be a Mum for the second time, or managing an international firm?

Both “jobs” are amazing and rewarding. Westwing was the best thing I had ever done until my daughter, Sky, was born. I am happy and grateful to be able to spend quality time with my child whilst continuing to be inspired by our products and my team.

Westwing