ANALYSIS: LOEWE & HENLEY Home Entertainment
Madeleine Mahr and Dominik Bätz with the new Loewe stellar 97 TV at The Little Red Rooster Summer Showcase
Lowdown on Loewe
Loewe has joined forces with Henley Audio to enhance home entertainment. ERT finds out more.
26 B Q&A
Q - Will Loewe offer training, in-store marketing materials, or POS support to help retailers sell your products? Madeleine Mahr (MM): “Yes, we usually offer training and marketing materials for our dealers, and that will continue under the Henley Audio agreement. We give them everything they need for conveying the brand message, and selling to customers, like sales arguments, marketing materials and catalogues, etc.
Q - How does Loewe intend to differentiate its brand positioning on the shop floor? MM: “Our product, because it is so different, differentiates us, because we are very design driven company.
ack in July, ERT visited the Little Red Rooster Summer Showcase, where Francesca Seden met up with director of marketing GmbH, Madeleine Mahr, and software
engineer Dominik Bätz, to learn about Loewe’s new UK distribution deal with high-end audio distributor, Henley Audio, and discover some of Loewe’s newest products, namely the stellar 97, Loewe’s “largest TV to date”, and its projector, the We. Beam.
“So, our difference is in the materials we use and the finishes, how the products are installed in the setup solution. That’s just a few ways we differentiate, in terms of the first impressions and differentiation. “We also will support dealers in installing a Loewe-branded shop-in-shop concept, which might feature various models where we really follow our claim as the “Home of Excellence”, showcasing different finishes and materials we use, such as wood and concrete for back panels, and different design-led neutral and earthy tones like beige instead of the average black offered by most other brands. We also try and give the customer an idea of how the product might fit in their home, and want to evoke a warm, cosy living room experience.”
Q - Loewe is very much a premium brand, is there a D2C strategy in place? And how do you intend to balance this with supporting independent retailers? MM: “There is no direct-to-consumer strategy in the UK. Consumers can only purchase through our approved dealer network. In Europe, we sell some smaller items on the website, but not any of the audio-visual products.”
Q - Tell me about the link up with distributor Henley Audio … MM: “With Henley Audio we felt we’d found the perfect match - with their experience in high- end audio distribution, and the calibre of other brands they supply, it was just the right fit. Henley Audio will now be the contact point for all Loewe customers.” (Read more about this in our news pages).
Q - Where the new We. Beam is concerned, what has driven Loewe’s decision to move further into this area of home entertainment? MM: “We want to widen our regional customer
goals, and we wanted a product that was flexible, fun, and one that appealed to younger demographic. The We. Beam is great because you can use it outside. It’s super portable, so you can turn the back garden into a cinema space. It also has all the favourite streaming apps built in such as Netflix and YouTube.”
Q - What should retailers keep an eye out for from Loewe in the next 12 months? Any teasers for upcoming product launches or innovations? MM: “Well, sometimes we are surprised with the new categories we enter into. Because we are only led by design, and our technology, we see no limits as to which categories we move into. For example, last year we introduced an espresso machine – aura.pure. That has been very successful so we will follow up with another at the end of this year. “Also, at the end of this year, we will introduce a new audio product, hopefully in September. And then, next year you can expect to see some new TV models, and some smaller audio products. So, we’re very excited, and we’re sure people will love the new offerings from us!”
Q - What trends are you seeing in consumer behaviour? MM: “So, I think greater flexibility is something that, particularly younger consumers, are wanting nowadays. They are so used to watching content on their laptops and phones, and want that portability and flexibility to watch wherever they want. “People are also seeking high-end, luxury
features, like high-end materials, and something a bit out of the ordinary. In terms of technology, consumers are more used to the idea of AI features too, and this will be something that we take into consideration moving forward into research and development of our future products.”
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