Loewe has opened a new concept store at Harrods in the UK capital, giving the German technology brand a high-profile presence as it expands beyond premium televisions into a broader luxury proposition.
Located on the department store's fifth floor alongside other technology brands, the new space showcases Loewe televisions, audio products and coffee machines in a curated environment.
Aslan Khabliev, CEO of Loewe, said: “Today's consumers are looking for products that combine technology, design, craftsmanship, and emotion.
“Harrods is one of the most iconic luxury destinations in the world and therefore the perfect home for this next chapter."
The move is part of Loewe's wider international expansion and follows its acquisition of French high-end audio specialist Cabasse.
Now, its combined display heritage and audio capabilities support a broader portfolio – one positioned around the complete luxury technology experience, rather than television alone.
At the premium end of the market, this shows how technology is being specified not only for performance but also for its contribution to the character of the home.
Loewe's combination of premium displays, audio products and lifestyle categories reflects a wider trend towards technology that integrates with interior design schemes.
The London opening follows the brand's recent expansion in the US and continued development of its television portfolio, including the Loewe stellar range.