Loewe, the high-end German TV maker known for hand-building its sets in Kronach, is finally heading to the US. The design-led brand has confirmed that it will expand its operations stateside, with an official rollout slated to begin in January 2026.
For American shoppers already spoiled for choice with OLED TVs, Loewe will add yet another ultra-premium option to the mix — one that leans heavily on craftsmanship and industrial design as much as picture quality.
A German luxury TV maker comes to America
Loewe isn’t a newcomer to TV tech, but until now its products have largely been confined to Europe and a handful of other markets. All of its sets are built at its facility in Kronach, Germany, and the company positions itself firmly in the luxury space, combining minimalist design with high-end materials and finishes.
The brand recently grabbed attention with the Loewe Stellar, including a striking version that features a concrete-clad rear panel — more art piece than living-room appliance. That same design-first mentality is likely to be a cornerstone of its US pitch.
As part of its expansion, Loewe says it will ramp up its presence at US-facing events, including an appearance at CES in a few weeks. The company hasn’t yet nailed down which specific models or product categories will launch first in the US, but it clearly plans to make some noise on the trade-show floor.
What products might Loewe bring to the US?
Right now, Loewe’s catalogue is surprisingly broad for a boutique brand. It includes:
- OLED TVs in a range of sizes, including the flagship Stellar line
- LCD / LED TVs for more conventional setups
- Soundbars and subwoofers
- Wireless speakers and multiroom audio gear
- Wireless noise-cancelling headphones, its most recent category push
The company has not confirmed whether it will ship its full portfolio to the US or curate a tighter, high-margin lineup to test the market. We’ve asked Loewe whether it plans a comprehensive rollout or a more selective approach for 2026 and will update when we hear back.
Given its positioning, it wouldn’t be surprising to see Loewe lead with its most distinctive designs and larger OLED panels rather than chasing budget buyers.
A long-term bet on a premium niche
Loewe appears confident about its US ambitions. Owner and CEO Aslan Khabliev calls the move more than a simple geography play, saying:
“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.”
The company’s new General Manager for North America, Jeff Costello, says Loewe is specifically targeting “discerning US consumers” — essentially the slice of the market that obsesses over both picture quality and design.
That framing makes sense when you look at the price tags. Loewe currently sells a 97-inch OLED TV that comes in at around £30,000 (about €29,999). Even in a country where giant TVs have become increasingly common, that firmly plants Loewe in the “if you have to ask, you can’t afford it” tier.
Can Loewe win over US AV enthusiasts?
For most buyers, Loewe’s sets will likely remain aspirational. But in the US there’s a healthy audience of AV enthusiasts, interior designers, and luxury homeowners who are willing to pay a premium for something that looks and feels different from the typical black rectangle.
If Loewe chooses the right mix of models — say, a few hero OLEDs, a matching soundbar line, and some of its more sculptural designs — it could carve out a visible niche in the upper end of the market. Its success will hinge on:
- Distribution and installation partners who can sell the brand’s story
- After-sales support and service, which high-end buyers expect
- How aggressively it can position itself against established premium rivals from LG, Sony, and Samsung
For now, we know this much: starting in early 2026, US shoppers with deep pockets and a taste for German industrial design will finally get a chance to put Loewe’s TVs on their wall without importing them. Whether that’s a footnote in the TV market or the beginning of a serious new luxury player remains to be seen.