If you’re a premium brand that really wants to be “seen”, there’s no better place to put yourself out there than Harrods. Cue the arrival in this iconic London store of German AV technology brand Loewe, taking up residence in a carefully curated new space that the brand believes will offer Harrods customers a truly immersive introduction to the Loewe portfolio within “a refined lifestyle experience.”

Found on Harrods’ famous fifth floor alongside the concession spaces of some of the world’s leading technology brands, Loewe’s new sales space will showcase the brand’s latest famously elegantly designed range of televisions, audio solutions and, following a recent expansion of the brand’s product offering, coffee machines.

Built around a core design philosophy of technology that integrates seamlessly into contemporary living environments, Loewe (not to be confused with the US fashion brand of the same name) is also increasingly becoming known for the picture and sound quality it’s achieving with its latest AV products, making them anything but one dimensional in their appeal. So having previously established a promotional relationship with global soccer superstar Kylian Mbappé to appeal to a relatively young demographic interested in the brand’s headphones personal speakers and the like, establishing a presence in such a premium space as Harrods London should help to expand awareness to a more mature demographic with the financial wherewithal to purchase the brand’s more substantial products.

Aslan Khabliev, CEO of Loewe, says this of his company’s latest major move: "Opening at Harrods represents an important milestone in Loewe’s continued international growth and reflects the increasing desirability of the brand within the global luxury landscape. Following a remarkable year for Loewe, driven by the successful launch of Loewe leo [premium headphones], the continued momentum of our television portfolio, and the expansion of our lifestyle ecosystem, this new retail concept is a natural next step in our ambition to establish Loewe within the world's most prestigious luxury destinations.

“Today's consumers are looking for products that combine technology, design, craftsmanship, and emotion. The strategy is to create meaningful brand experiences through carefully selected partnerships that reflect Loewe’s heritage and future vision. Harrods is one of the most iconic luxury destinations in the world and therefore the perfect home for this next chapter.”

As an example of the sort of unique design flair Loewe brings to the AV scene, its Stellar TV range features OLED TV modules built directly onto concrete back mounts, with the exact finish of each of these back mounts differing from set to set so that every single model enjoys a genuinely unique style.

Loewe’s Harrods placement is the latest addition to a growing network of flagship destinations (including, since early 2026, Value Electronics in the U.S.) as part of the brand’s moves to develop a truly global luxury lifestyle ecosystem designed around, in its own words, “craftsmanship, innovation and human connection.”

The new Loewe shopping concept at Harrods is officially open to the public now, with more details available at the websites of both Loewe UK and Harrods .

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