Loewe, the renowned German luxury television brand, has announced its entry into the U.S. market, set to launch in January 2026. This expansion marks a significant milestone for the company, which aims to captivate American consumers seeking high-quality and sustainable audio-visual products. To spearhead this initiative, Loewe has appointed Jeff Costello as the General Manager for North America, effective from September 2025.
With over 20 years of experience in the U.S. consumer electronics industry, Costello brings a wealth of knowledge in sales growth, distribution, and premium brand development. His background positions him as a key asset in establishing Loewe’s presence across the Americas. Costello expressed enthusiasm about the opportunity, stating, “Loewe’s dedication to quality and longevity is what drew me to this opportunity. I am thrilled to introduce this unique offering to discerning U.S. consumers and am confident we will establish a strong and lasting presence.”
Strategic Market Entry
Loewe recognizes the U.S. as a vital region with considerable potential for growth. Establishing a subsidiary is seen as a natural progression in Loewe’s evolution. The company plans to focus on building its brand throughout 2026, reaffirming its commitment by participating in major industry events such as CEDIA and CES in Las Vegas, along with various engagements within the design and lifestyle sectors.
“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,” said Aslan Khabliev, owner and CEO of Loewe. The company’s strategy includes utilizing the fourth quarter of 2025 to ensure a seamless launch, aligning its operations with the expectations of the premium U.S. consumer base.
A Legacy of Innovation
Founded in 1923, Loewe has a rich history of innovation in luxury consumer electronics, having pioneered electronic television in 1931. Today, the brand is recognized globally for its elegant and high-quality TV and audio products, operating in over 50 countries with a workforce of 200 employees. Loewe Technology GmbH combines German engineering, design excellence, and sustainability, continually pushing the boundaries of craftsmanship and innovation.
The company’s headquarters in Kronach, Upper Franconia, serves as a modern manufacturing hub while maintaining traditional craftsmanship. This blend of heritage and innovation underscores Loewe’s mission to deliver exceptional products to its growing audience.
As Loewe prepares for its U.S. launch, it aims not only to expand its market presence but also to enhance the audio-visual experience for consumers who value quality and longevity in their electronic products.
