German technology company Loewe has strengthened its presence in the luxury retail market with the opening of a dedicated concept store inside Harrods in London.

Located on the fifth floor of the Knightsbridge department store, the new retail space brings several parts of Loewe’s growing product range together in one location, including premium televisions, audio equipment and coffee machines.

Rather than concentrating solely on individual products, the Harrods location has been designed to demonstrate how Loewe’s technology can form part of a wider contemporary living environment. The concept reflects the company’s increasing focus on lifestyle products alongside the televisions for which it has traditionally been known.

The opening also represents another step in Loewe’s international retail expansion, with the company seeking greater visibility in established luxury shopping destinations.

Loewe has been broadening its portfolio in recent years as it attempts to position its technology around design, materials and craftsmanship as much as technical performance. Its television business remains an important part of the range, while newer categories have given the company opportunities to reach customers beyond conventional home entertainment.

The Harrods opening follows a period that Loewe says has included continued growth for its television portfolio and the introduction of products such as its Loewe leo headphones. Its move into coffee machines has further expanded the company’s presence within the premium home and lifestyle market.

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Loewe chief executive Aslan Khabliev described the Harrods location as an important part of the company’s international growth plans.

Khabliev said consumers were increasingly seeking products that combine technology with design, craftsmanship and an emotional connection. He added that Loewe’s strategy involves working with selected retail partners capable of presenting both the company’s heritage and its future direction.

The choice of Harrods places Loewe alongside a broad collection of international luxury brands while giving it access to the department store’s global customer base.

For Loewe, the concept store also provides an opportunity to present televisions, personal audio and other technology within a luxury retail setting rather than a traditional consumer electronics environment.

The company views carefully selected partnerships as an important part of its expansion strategy, with Khabliev describing Harrods as an appropriate location for the next stage of Loewe’s development.