Loewe, the German luxury AV brand best known for its meticulously engineered TVs and audio systems, is officially entering the US market.
The company confirmed via press release that it will begin operations in January 2026, marking a major expansion for a brand that has largely focused on Europe for the past century.
To spearhead the push, Loewe has appointed Jeff Costello as General Manager for North America. Costello, who stepped into the role in September 2025, brings more than two decades of experience in the US consumer electronics space. His background in premium brand development and channel strategy signals how seriously Loewe is approaching its US debut.
According to Costello, Loewe’s emphasis on longevity and craftsmanship was a major draw. He says he’s confident the brand can build a strong foothold among US buyers who care about quality, an audience Loewe is clearly targeting with this expansion.
While the brand will formally launch in 2026, Loewe is using the final quarter of 2025 to line up distribution and ensure its entry feels seamless. The company also plans a visible presence at industry events next year, including CEDIA and CES 2026, alongside broader design and lifestyle showcases.
For Loewe, the US isn’t just another territory, it’s a “long-term commitment,” according to owner and CEO Aslan Khabliev, who sees the market as a natural next step for a company that has been scaling its technology and product lineup steadily over the last decade.
The move also comes at a symbolic time. Loewe, founded in 1923 and famed for pioneering electronic television in 1931, is preparing to mark more than 100 years of operation. Today, its Kronach headquarters still blends traditional manufacturing with modern production, and its AV catalog spans design-forward TVs, premium audio products, and sustainably engineered home systems.
With over 50 active markets already, the US expansion positions Loewe for its most ambitious chapter yet, and if the brand can translate its European reputation to American living rooms, it may quickly find an audience ready for something a little more refined than the typical TV lineup.
