Luxury German consumer electronics brand, Loewe, has proudly announced its official expansion into the US market. Leading this strategic initiative for the brand to reach more discerning consumers passionate about quality and longevity in AV products, Loewe has appointed Jeff Costello as General Manager, North America, who entered this role at the beginning of September 2025.
With more than 20 years of experience in the U.S. consumer electronics industry, Costello has a strong track record in sales growth, distribution, and premium brand development, positioning him as the ideal leader for this milestone in Loewe’s history. His deep expertise in channel strategy and dealer partnerships will be instrumental in both establishing and cultivating the brand’s presence in the Americas.
Loewe’s dedication to quality and longevity is what drew me to this opportunity,” said Jeff Costello, General Manager, North America. “I am thrilled to introduce this unique offering to discerning US consumers and am confident we will establish a strong and lasting presence.”
The technology powerhouse is expanding, with America representing a key region of significant potential. Establishing a subsidiary is a natural step in Loewe’s evolution, as its unique offering paves the way for strong market entry. In 2026, the company will dedicate its focus to building the brand across the region, reaffirming its presence at CEDIA, be part of CES in Las Vegas, alongside further engagements in design and lifestyle arenas.
“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,” said Aslan Khabliev, Owner & CEO of Loewe.
Market launch
Officially set to launch operations in January 2026, Loewe is using Q4 of 2025 to ensure the brand will commence trading seamlessly to meet the expectations of the premium US market.
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