Loewe, the German technology firm backed by Kylian Mbappe’s family office, is opening a new retail space at London’s iconic Harrods department store this week.
The Brompton Road location represents a significant step forward for the brand as it pursues an ambitious strategy to plant itself firmly among the world’s most prestigious luxury destinations.
Chief executive Aslan Khabliev called the opening “an important milestone in Loewe’s continued international growth”, signalling the company’s determination to expand its international footprint.
Khabliev added that “this new retail concept is a natural next step in our ambition to establish Loewe within the world’s most prestigious luxury destinations”, underlining the brand’s long-term strategic thinking.
Loewe specialises primarily in high-end televisions but has broadened its product range to include a line of speakers developed in partnership with Real Madrid and France footballer Kylian Mbappe.
The brand also produces a line of coffee machines, positioning itself as a premium lifestyle technology company rather than a purely single-category electronics manufacturer.
Mbappe’s investment in Loewe was announced in 2024, with his Coalition Capital family vehicle acquiring approximately ten per cent of the firm and making him a formal brand ambassador.
Coalition Capital is the vehicle through which Mbappe has invested across sport, technology, and media, including acquiring a majority stake in French Ligue 2 club Stade Malherbe Caen.
The vehicle is also part of a wider consortium that now controls the French SailGP team, while Mbappe holds stakes in blockchain fantasy sports organisation Sorare and digital health insurance unicorn Alan.
Khabliev said “today’s consumers are looking for products that combine technology, design, craftsmanship, and emotion”, adding that the Harrods partnership reflects 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,” Khabliev continued, emphasising the cultural fit between both brands.
Loewe joins a growing list of global names, including Dior, Burberry, Prada, and Tiffany and Co, that have used Harrods as a platform for high-profile retail activations and pop-ups.