Luxury German consumer electronics brand Loewe is officially expanding into the U.S. market and has appointed industry veteran Jeff Costello as general manager of North America, according to the company. Costello assumed the role in September 2025 and will lead Loewe’s efforts to establish and grow its presence across the region.
More About Loewe
Founded in 1923, Loewe has a long history in consumer electronics and was an early pioneer of television technology, introducing electronic television in 1931. Today, the company operates in more than 50 countries and employs approximately 200 people worldwide. Its product portfolio includes premium television and audio products that emphasize German engineering, design and sustainability, according to the company.
Loewe’s U.S. expansion represents a significant milestone for the 100-plus-year-old brand, which is positioning North America as a key growth market. The company said it plans to focus on building brand awareness and dealer relationships in 2026, with a presence at major industry and design-focused events including CEDIA Expo/CIX and CES in Las Vegas. According to the company’s website, Loewe offers ranges of TVs, speakers, amps, headphones, and other AV devices.
Loewe’s headquarters and manufacturing operations are based in Kronach, Germany, where the brand combines traditional manufacturing practices with modern production technologies. As the company prepares for its U.S. debut, Loewe says it aims to extend its heritage of craftsmanship and longevity-focused design to a new audience of premium AV consumers and custom integration partners.
Costello, and Loewe’s Planned Growth for North America
Costello brings more than 20 years of experience in the U.S. consumer electronics industry, with a background in sales growth, distribution strategy and premium brand development. Most recently, he was the vice president of sales for Nice North America for nearly 12 years. According to Loewe, his experience with channel strategy and dealer partnerships will play a central role in establishing the brand’s footprint in the Americas.
“Loewe’s dedication to quality and longevity is what drew me to this opportunity,” says Costello, in a statement. “I am thrilled to introduce this unique offering to discerning U.S. consumers and am confident we will establish a strong and lasting presence.”
As part of its U.S. market entry, Loewe has established a North American subsidiary, which the company describes as a natural next step in its evolution. The brand said it is using the fourth quarter of 2025 to prepare operationally and strategically ahead of a formal market launch.
Operations in the U.S. are scheduled to officially begin in January 2026. Loewe says the advance preparation is intended to ensure a smooth start that aligns with expectations in the premium U.S. AV market.
“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,” says Aslan Khabliev, owner and CEO of Loewe.
