German TV brand Loewe said this week it’s expanding into the U.S. market, meaning we can expect to see many more of its famously customised OLED panels and lava-clad luxury televisions sitting in North American living rooms in the coming years.
The company said it’s going to commerce operations in the U.S. from January, and it’s a key breakthrough that strengthens the brand’s remarkable revival over the last few years.
Loewe was first founded in 1923 and built up a reputation for its high-end consumer products that were renowned for their German efficiency and build quality, combined with a stylish aesthetic. However, the brand’s high prices ultimately meant that it ran into financial trouble in the last decade, and was on the brink of closure before it was saved by a Chinese company called Skytec, which acquired it in 2020.
Since then, the company has staged a remarkable comeback. While it continues to be known for its premium products, it has also created a sub-brand called “We.” that sells more affordable, yet still somewhat classy and sophisticated electronics.
The revival has been impressive, with Loewe now operating in 46 countries globally as a result of the U.S. expansion. It has appointed Jeff Costello to lead its U.S. operations as its “General Manager for North America”, and that title suggests it may look at other markets beside the world’s bastion of democracy.
Loewe hasn’t said anything about what kinds of plans it has in store for the U.S., other than a promise to “meet the expectations of the premium U.S. market.” However, its U.S. website currently looks much the same as the U.K. variant, which suggests that it will initially begin with a similar lineup of high-end OLED TVs like the stone-clad Stellar OLED range and perhaps even the Loewe Stellar Alu Black + Lava, which has a back panel made from volcanic powder. As you might imagine, they’re extremely expensive.
HDTVTest's Vincent Teoh had a first look at the original Stellar OLED TV when it launched in 2024, and you can see for yourself just how stylish it really is:
U.S. consumers may also get the chance to buy Loewe’s klang soundbars and its We. BOOST home theatre system, the We. BEAM laser projector and its small but slick We.SEE LCD TVs, among other products.
Loewe said it believes the U.S. is a “key region” with significant potential and so its expansion there represents a “natural step” in the brand’s evolution. The timing of the announcement and the planned January commencement of operations also hints at the company making a grand appearance at next month’s Consumer Electronics Show in Las Vegas. CES is the world’s biggest exhibition of consumer electronic products and therefore the perfect stage for it to show off its luxury offerings to American consumers. There may even be one or two entirely new products on show, and if so they should make quite a splash, considering Loewe’s reputation for style.
“This U.S. debut marks not just an expansion, but the beginning of a long-term commitment to growth, innovation, and customer experience in one of the world’s most dynamic markets,” sid Loewe Chief Executive Aslan Khabliev.
