4 DECADES IN THE MEDIA BUSINESS

About Bibi Wintersdorf
Born in 1963 in Esch-sur-Alzette, Bibi Wintersdorf’s path spans creative and entrepreneurial ventures across Luxembourg and beyond. After completing her schooling in Esch and university studies in Brussels, she spent a decade working for RTL Germany. Today, she runs her publishing house, Luxe Taste & Style, with her husband, an Italian space engineer. Together they have three children: two sons and a daughter.
Please tell us about your life story with special emphasis on the circumstances that have led you to be a small business owner?
Growing up in southern Luxembourg shaped my entrepreneurial spirit from an early age. Both my parents showed me that with determination and vision, one could forge multiple paths to success. My father exemplified this perfectly – while serving as a police officer at Arbed, he was also a professional diver, founding member of the Protection Civile, ran his own business in diving equipment and sportswear, and worked as an insurance agent. My mother balanced her work as a commune technician with architectural drawing and her passion for art – she was a talented painter. Their example of equal partnership, entrepreneurial spirit, and creative pursuit profoundly shaped my approach to life and business.
Music marked my early path. As a teenager, I studied at the Luxembourg Conservatory while pursuing my regular education. As a vocalist and singer-songwriter, I performed regularly, appearing on radio and TV with a repertoire of folk songs and original compositions. One publication nicknamed me ‘Luxembourg’s Joan Baez.’ This early artistic career opened my first doors to media, leading to a radio speaker internship at RTL when I was just 18.
Following my language studies in Brussels, where I also continued classical voice training, I started my career in Luxembourg at the Ministry of Finance as PA to the Director of Treasury, also working closely with Jacques Santer, then Prime Minister and Finance Minister. During this time, I maintained my connection to media, becoming involved with RTL’s emerging German television programme right here in Luxembourg.
From there, I took on the role of head of Public Relations and Tourism at the Luxembourg Embassy in Bonn, gaining valuable diplomatic experience and expanding my international network. In 1989, I joined RTL Television as an editor and producer – a move that led to my becoming Vice President of Children’s Programmes by age 30. During this period, we pioneered private television programming, producing many award-winning shows including “Li-La-Launebär,” which received the prestigious Kulturpreis Spiel in Aachen.
The birth of my daughter Victoria in 1995 marked a new chapter, prompting my return to Luxembourg. I founded my own TV production company, producing hundreds of shows for major German networks including RTL, Super RTL, KIKA, and Pro 7. During this dynamic period from 1996 onward I also hosted “High Leit,” a well-regarded VIP interview show on RTL Télé Lëtzebuerg, which is still vivid in the memory of many Luxembourgers, where I had the privilege of conducting in-depth conversations with prominent personalities from Luxembourg and beyond.
In 2006, I began writing a series of historic books about Luxembourg, which earned me the Luxembourg Book Prize for “Luxembourg in the 50s” and “Luxembourg in the 60s”, with subsequent nominations for volumes covering the 70s and 80s. These books established my reputation in publishing, but an unexpected victory in an international cooking competition for amateurs in 2007 ultimately paved the way for the creation of KACHEN magazine.
Community service has always been been close to my heart. For many years I was deeply involved with Fifty-One International, a service club dedicated to friendship, tolerance, and civic action. I had the privilege to serve as the first female Governor of Fifty-One in Luxembourg for three consecutive terms. Prior to that, I served as President of their ladies club and founded a new international ladies club that united over 40 members from more than 20 nationalities. My engagement extended to supporting women in business through my role on the board of FFCEL (Femmes Cheffes d’Entreprise du Luxembourg). Most recently, I’ve expanded my community involvement into politics, serving on my city council since last year, while also being actively engaged at the national level as Vice-President of my local section, member of the regional section (East), and member of the party’s comité directeur. This multi-level political engagement further reflects my commitment to giving back to Luxembourg and helping shape its future.
What led you to develop your current business ventures?
The founding of my publishing house, Luxe Taste & Style, in 2014, emerged from recognising an opportunity in Luxembourg’s media landscape. While the success of my 2009 cookbook KACHEN sparked the initial idea, the creation of KACHEN magazine developed through careful market analysis and strategic planning.
There’s a common misconception that KACHEN is just about recipes or that it’s simply a cookbook – this couldn’t be further from the truth. While I chose the name KACHEN (meaning “cooking” in Luxembourgish) because our initial focus was on recipes, local traditions, and producers, the publication quickly evolved into what it is today – a sophisticated magazine about the whole spectrum of human life. While we still celebrate Luxembourg’s culinary heritage, KACHEN encompasses a much broader scope: we cover cultural trends, explore design, art and innovation, highlight sustainable living, and showcase the people and places that make Luxembourg unique. It’s about the entire lifestyle ecosystem that surrounds food and good living and we are still expanding our scope.
Over the years, we’ve built a strong and engaged community both through our print publications and digital platforms. In the past five to six years, we’ve significantly developed our online presence, establishing ourselves as the go-to source for breaking news in our domains of expertise. What’s particularly gratifying is the loyalty of our community – they actively engage with our content and eagerly embrace new initiatives. A perfect example is our TastyBox, a quarterly limited-edition box filled with carefully curated goodies that accompanies our magazine. The fact that each edition sells out immediately demonstrates the trust and enthusiasm our community has for our brand.
What truly sets KACHEN apart in Luxembourg’s media landscape is our unique trilingual approach – we are the only publication in the country that publishes all content in three languages. This reflects Luxembourg’s multicultural identity and serves our diverse community. Each article is professionally translated and meticulously revised by native speakers, making our publications not just informative but also valuable tools for readers looking to improve their language skills in French, German, or English. The success of our publications stems from maintaining these high editorial standards while continuously innovating to meet our readers’ evolving interests.
This year marks not just KACHEN’s 10th anniversary, but more significantly, a decade of Luxe Taste & Style’s growth as a publishing house. Beyond KACHEN, we’ve successfully launched REESEN, Luxembourg’s premium travel magazine, and developed numerous high-profile publications for prestigious clients including Casino Mondorf (2Cool and Things2do), Luxembourg Air Rescue, the University of Luxembourg, and the City of Bettembourg, among others.
What skills and competencies proved most crucial in your journey?
Success in entrepreneurship requires both vision and practicality. Rather than focusing on a preset list of required skills, I’ve found that determination, diligence, and adaptability are key. My diverse background – from performing arts to television production to publishing – has taught me that versatility and the ability to connect different experiences are key assets.
One of the most crucial elements in my journey has been the guidance of mentors. Throughout my career, I’ve been fortunate to have experienced exceptional human beings who shared their wisdom generously. These mentoring relationships proved invaluable, especially when transitioning from corporate roles to entrepreneurship. Even today, I value the ability to reach out to trusted advisors when facing new challenges.
Most importantly, I believe in surrounding yourself with talented people and creating an environment where expertise can flourish. My approach has always been “learning by doing” while building strong teams that complement my abilities. The extensive network I’ve built throughout my career has proved vitally important, as has my ability to communicate effectively across different cultural and professional contexts.
For young entrepreneurs, I cannot emphasise enough the importance of seeking out mentors and being humble enough to learn from their experience. While it’s crucial to trust your instincts and vision, having experienced guides who can offer perspective is invaluable. Success doesn’t mean you have to be a founder or CEO – there are many paths to making your mark in the world. What matters is continuous growth, being open to advice at every stage of your journey, and excelling at what you do, whether you’re leading your own venture or contributing your talents to a larger vision.
What is your business management philosophy?
My management philosophy centres on three core principles: vision, empowerment, and excellence. I believe in setting clear goals while giving team members the freedom to achieve them in their own way. This approach was shaped by my years in television production, where creativity and precision must work hand in hand.
Innovation is essential, but never at the expense of quality. At LUXE TASTE & STYLE, we’ve maintained high editorial standards while continuously evolving KACHEN and REESEN to meet our readers’ changing interests. Equally important is the integration of business success with social responsibility – something I’ve learned through my community engagement and service organisations.
I believe in leading by example and creating an environment where team members feel valued and supported. This includes fostering open communication, celebrating successes together, and viewing challenges as opportunities for growth and innovation. Inclusivity is at the heart of our company culture – we take pride in accommodating our team members’ personal life choices, whether it’s flexible part-time arrangements, parental leave, or other family commitments. This approach might surprise some, but we’ve found that supporting our team’s work-life balance leads to greater creativity, loyalty, and overall success.
What advice would you give to your younger self?
Trust your instincts and don’t be afraid to forge your own path. Every experience – from music to television to publishing to community service – contributes to who you become. Most importantly, be audacious! I would tell my younger self to dare more, to not fear making mistakes because each one is a valuable learning opportunity. Some of my greatest achievements came from moments when I pushed beyond my comfort zone and refused to take “no” for an answer.
When you truly believe in something, pursue it with all your determination. There will always be voices of doubt – both external and internal – but what matters is your conviction and willingness to work hard for your goals. I’ve learned that setbacks are not failures; they’re stepping stones to success if you maintain your vision and learn from each experience.
I would also emphasize the importance of building and maintaining strong professional networks while staying true to your values. Throughout my career, the relationships I’ve built and the trust I’ve established have been as valuable as any specific skill or qualification. Success isn’t just about personal achievement – it’s about creating opportunities for others and contributing to your community.
What business challenges are you presently facing?
Our main challenge involves navigating Luxembourg’s media landscape, particularly regarding press subsidies and recognition for specialised journalism. The system creates uneven competition, especially affecting publications like ours. While we’ve successfully handled economic hurdles – from pandemic impacts to rising operational costs, including paper prices and wage increases due to multiple index adjustments – the fundamental issue lies in the recognition and support structure for different types of journalism. As a publishing house producing high-quality content across various sectors, we’re particularly concerned with maintaining diverse media voices that serve different aspects of our community’s interests. This diversity is crucial for Luxembourg’s multicultural society, yet the current system doesn’t adequately support it.
How has the business environment evolved, and what changes would benefit Luxembourg’s business community?
While Luxembourg has made significant strides in supporting business creation through various government programs, the real challenge lies in sustaining and growing businesses over time. Success ultimately depends on individual entrepreneurial drive and adaptability, coupled with the ability to navigate an increasingly complex regulatory environment.
From my experience both as an entrepreneur and now as a city council member, I believe we need to address certain structural issues, particularly in the media sector. The current system of press subsidies needs modernisation to better reflect today’s diverse media landscape and ensure fair competition that encourages innovation.
What business regulations or practices would you like the government to change?
The current media landscape in Luxembourg requires fundamental reform, particularly regarding press aid and the recognition of different forms of journalism. While the 2021 law on supporting professional journalism demonstrates the government’s commitment to pluralistic media, certain aspects of its implementation merit reconsideration to better serve its intended purpose.
The existing system creates significant disparities, with substantial government subsidies primarily benefiting traditional daily press while overlooking the valuable work of specialist publications. The eligibility criteria have been effectively manipulated by incumbents, who have organised themselves into closed groups which exclude any form of debate or participation from new entrants. Even worse, in pursuing such funds, each outlet is pushed to compete in the same arena, instead of being incentivised to find the best niche to build up a more balanced industry ecosystem. This homogenisation directly contradicts the law’s stated aim of promoting diverse voices.
This extends beyond funding – it’s about acknowledging the evolving nature of content creation and distribution. Today’s readers engage with information differently, seeking expert, in-depth coverage in specific areas that contribute to Luxembourg’s cultural and economic life. The existing framework, where writers for specialist publications often face challenges in obtaining official press credentials, needs restructuring to reflect contemporary realities.
Through ALEMI (Association Luxembourgeoise des Éditeurs de Médias Indépendants), we’re actively working to address these inequities. We advocate for several key changes:
- Enabling meaningful participation of smaller entities, previously excluded from representation, to build a sustainable and audience-driven sector
- Implementing a more equitable distribution model that values reader engagement and impact, not just organisational size or lobbying power
- Removing decisional authority from current beneficiaries, replacing it with independent expert oversight
- Establishing full transparency in the overall process – from application to fund allocation
These improvements would foster authentic diversity while ensuring responsible use of public funds and creating a thriving ecosystem that serves Luxembourg’s multilingual, multicultural society.
Bibi Wintersdorf
Explore the Bibi Wintersdorf universe www.luxetastestyle.com and www.bibi.lu