The premium TV manufacturer Loewe welcomes Kylian Mpappé as a shareholder. After the French soccer star initially promoted Loewe as a brand ambassador, he has now acquired a 10% stake in the company.
Kylian Mbappé, the 25-year-old Real Madrid star, has become a shareholder in the Franconian TV manufacturer Loewe. Through his investment company, Coalition Capital, Mbappé has acquired a minority stake of over 10%. This partnership is expected to help Loewe not only revitalize the sales of its premium tech products but also expand into new markets.
Loewe, founded in 1923, is aiming to increase its sales from €60 million to €300 million over the next two years, as CEO Aslan Khabliev told Bloomberg. The company had run into insolvency in 2019, leading to a halt in production at its Kronach site. Shortly afterwards, investor Skytec Group had stepped in and has since been looking to turn Loewe around. The company has since diversified its offering to include high-end audio devices, making it TV devices smarter and more connected, and also introducing its own streaming platform SL7.
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Positioning among young target group
With Mbappé’s investment and prominent name, Loewe aims to strengthen its appeal among younger, tech-savvy consumers while expanding its global reach, particularly targeting markets in Asia and North America. Khabliev views the potential for IPO as a possibility contingent on successful growth and expansion.
Mbappé’s involvement with Loewe began earlier this year when he was named a brand ambassador. Khabliev considers him an “ideal partner” for the brand’s modernization efforts, as his influence extends beyond sports and resonates with a new generation of consumers. The partnership has already proven beneficial, as Mbappé and his substantial following of 122 million Instagram users have helped boost sales of the collaboratively developed Bluetooth speaker, the “Loewe We Hear Pro.”
“Together, we will combine our heritage in premium electronics with Kylian’s global appeal, driving exciting innovations that reflect both luxury and state-of-the-art technology,” says Khabliev. Mbappé shows equal enthusiasm, expressing his commitment to supporting Loewe in evolving the brand “to meet the demands of today’s consumers.”
