thought : No quarter asked and no quarter given . Loeweis not messing about with its 2024 product launch , telling everyone that it ’s not only back , but it ’s here to stay .

So far Loewe has announced plans to manufacture itsown OLED TV : jumped into premium Hawai’i - fi with floorstanding and standmount speakers , signed Kylian Mbappé as a brand ambassador as well as launched Mbappé - themedWe Hear Pro wireless loudspeaker system , and its most recent annunciation was for its range ofpremium OLED TVs .

More announcements are in the offing but the crux of it is thatLoewe is a renascent brandafter experiencing its share of economical hullabaloo in the not too remote past times . It came nigh to bankruptcy in 2013 and then went bankrupt in 2019 before being rescue by investiture from Skytec in 2020 . The last ten years have been a struggle .

And when I went was invited to see Loewe ’s upcoming products at an result in Berlin , I was cleave about what to take from the event . On the one hired man there was a lot of ambition with Loewe promote into new areas you would n’t associate it with – but on the other hand I felt concern . From its TV manufacture plant , to raw ware area , is it growing too fast too shortly and spreading itself thin ?

But Loewe had to dosomethingdifferent as what it was doing before did n’t rescue it from its eventual financial malaise . variegation would make sense and associate itself with Kylian Mbappé , who has joined Real Madrid , which would relate Loewe with a global stigma that ’s won its 15th(fifteenth ! ) European Cup can only assist its profile , particularly with younger , more wealthy customers .

But though this loop of Loewe carry the history of the 100 - year old brand , it is also in essence , a new company . I ’d assume it ’d necessitate to reconstruct or at least consider different about how it distributes its product and which trader can help it best because it not only has to be built up again but be near than before .

That wo n’t be well-off , especially as Loewe set itself as a premium brand . Just seem at pricing for its32 - in HD HDR TV(available in Currys UK ) which ismoreexpensive than a48 - inch LG C3 OLED TV . Value is not what Loewe is going or its strongest suit .

But it ’s also deserving remembering that its direct challenger are n’t the likes of LG , Samsung , and Sony but Bang & Olufsen . It think of a small , more premium market to provide to but one impacted by Loewe chiefly being visible in Europe and not worldwide .

Wherever I ’ve travelled I ’ve seenBang & Olufsenstores but the Loewe stores I ’ve visit are the dress shop mode house . You ’d reckon if this version of Loewe is to be a achiever it has range it net far and spacious in search for new customer .

Its current tactics will help re - found the mark and show it is more than just an AV brand but Europe also feel a little lacking in premium ‘ technical school ’ brands that can sashay their stuff at the gamy end of the market . It needs a success story , a powerhouse that combines aesthetics and high performance in a uniquely European way .

Loewe are kick the bucket full send with their novel products , and here ’s hop they can succeed where antecedently they stumbled .