Loewe, the renowned German luxury television brand, has announced its strategic expansion into the United States, set to officially launch operations in January 2026. This move aims to enhance the brand’s international footprint, catering to consumers who value high-quality and enduring audio-visual products. Leading this initiative is Jeff Costello, appointed as General Manager for North America in September 2025.
With over 20 years of experience in the U.S. consumer electronics sector, Costello brings a wealth of knowledge in sales growth and premium brand development. His expertise in channel strategy and dealer partnerships is expected to be pivotal in establishing Loewe’s presence in the competitive American market.
“Loewe’s dedication to quality and longevity is what drew me to this opportunity,” stated Costello. He expressed enthusiasm for introducing the brand’s unique offerings to discerning U.S. consumers and emphasized his confidence in establishing a sustainable presence.
Strategic Market Entry
Loewe’s decision to enter the U.S. market comes at a time of significant potential for the brand. The company plans to leverage the fourth quarter of 2025 to ensure a seamless transition into trading, aligning with the expectations of the premium U.S. consumer base. This entry marks a critical phase in Loewe’s evolution, with the brand set to reaffirm its presence at major industry events, including CEDIA and the Consumer Electronics Show (CES) in Las Vegas.
Owner and CEO Aslan Khabliev articulated the broader vision behind this expansion, stating, “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.” Loewe aims to cultivate a strong brand identity while enhancing its engagement in design and lifestyle sectors.
A Legacy of Innovation
Founded in 1923, Loewe has a storied history of innovation in consumer electronics. The company pioneered electronic television in 1931 and has since become a globally recognized name, operating in over 50 countries with a dedicated workforce of approximately 200 employees. Loewe’s headquarters in Kronach, Upper Franconia, combines traditional manufacturing techniques with modern production methods, reflecting the brand’s commitment to craftsmanship.
The upcoming U.S. market launch not only signifies a new chapter for Loewe but also reaffirms the brand’s commitment to delivering elegant, high-quality TV and audio products. By focusing on sustainability and design excellence, Loewe continues to push the boundaries of innovation in the competitive landscape of consumer electronics.
