Loewe Expands Beyond TVs with Plans for High-End Coffee Machines

The German electronics company is diversifying its product portfolio to address financial challenges and shifting market demands.

Loewe, a historic TV manufacturer, is set to release a high-end coffee machine later this year, designed with technical capabilities similar to those used in restaurants and cafes.
The company is diversifying its offerings beyond its traditional focus on premium TVs, responding to declining demand for smaller screens and increasing competition in the TV market.
Loewe's revenue increased to €60 million in 2024 from €44 million in 2023 but remains below pre-insolvency levels of €100–130 million, impacted by global crises such as COVID-19 and conflicts in Ukraine and the Middle East.
Kylian Mbappé, a renowned football player, serves as a partner and brand ambassador to enhance Loewe's international luxury brand recognition.
The German market for premium coffee machines, particularly portafilter models, grew by 6% in revenue during 2024, aligning with Loewe's strategic pivot to this growing sector.