When
a television company based in Kronach, Germany,
first decided to go premium, it was taking a
huge risk. Already a good 60 years into the
business by then, the radical strategy shift,
its movers and shakers believed, would place the
company in a better position in an ever-crowding
market place.
That decision – made in the 1980s – has now paid
off. Today, the Loewe name [pronounced loo-va]
has become synonymous with high-end luxury
television sets featuring superior design and
innovative features.
The 1985 strategy has ensured the company's
growth from strength to strength, according to
its sales manager Michael Ditsche.
"I think we realised pretty early on that the
market was polarising. For a company to fight
the competition and then flourish, you have to
cater to that niche and understand the demands,"
says the official.
"And we have gone very strictly in that
direction."
A listed company, latest figures from Loewe show
total sales of about 319.1 million Euros in the
last financial year, with approximately half
coming from the international market. Already an
established brand in Europe, the other half of
the market is where it now wants to reiterate
its presence, says Ditsche. And he has his eyes
set firmly on the Middle East luxury market.
"We have been in the UAE for more than two years
and we now want to develop the brand further,"
he says.
"We want to start with Dubai as our base and
then branch out across the region… and we expect
good growth in the region."
But exactly what notion of luxury television is
Loewe propagating?
"True luxury means being able to shape your life
according to your own ideas and then express
that individuality in your own living space,"
Ditsche explains.
"All our television sets follow the minimalist
philosophy with technological innovations that
add value, are easy to operate, incorporating
brilliant picture and sound experience, all
contained in a piece of superior workmanship."
Individuality seems to be the favourite word at
Loewe and one of the tactics it has used to
achieve that is in design, says the official.
"Design is the first entrance card to the
customer because it makes the decision easier
for them," he says. "We are a premium brand and
we understand our television sets last several
years. Which is why our design language is
'long-term stability' where each set can
integrate perfectly into the house."
From customisable peripherals to integrated hard
drives and internet-ready television sets,
Loewe's unique pieces are made to blend in and
stay, adds Ditsche, whose company also makes DVD
recorders and players and HiFi systems for home
cinema system solutions.
The company also invests heavily in training and
sourcing the right dealers. "It makes no sense
to just ship two or three containers and place
them in a showroom. We need to build an
infrastructure and a service structure with the
right dealers that will carry your philosophy
through to the end users. These are the demands
of a premium product," he says. "Technical
features can exist. But to be able to bring out
its value or worth is much more important.
"It's all about the complete package."
In the UAE, Loewe is in partnership with Dubai
Audio Center, a company that deals in high-end
home entertainment solutions, as their exclusive
distributor. Their latest product, the Loewe
connect, is aimed at what they call "modern,
tech-savvy buyers".
It features include multiple media connectivity
such as an USB interface, a VGA port for PCs,
HDMI ports for Blu-ray players and gaming
consoles and a module slot with a standard
interface that enables easy reception of
encrypted Pay-TV channels without the need for
an additional set-top box while a satellite
receiver can be optionally installed or
retrofitted - all this in a swanky, cutting-edge
design. The Loewe Connect retails for about
Dh14,000 for a 32-inch.
But then, with current world economic situations
and the threat of recession looming large in
certain parts of the world, a lot of businesses
are not really making merry. Shouldn't luxury
goods makers particularly be threading with
care?
"Economical situations affect every industry.
But when you are in the premium section, you are
not really affected by the ups and downs," says
Ditsche. "The premium market is always less
affected by the mass market. We have a very
stable market in Europe and a good base here in
Dubai. So we are not worried.
"We want to build this area strong and open it
up to other areas and expand the network," he
adds. "For the next six months, our focus will
be to make our products more visible than ever."
When
a television company based in Kronach, Germany,
first decided to go premium, it was taking a
huge risk. Already a good 60 years into the
business by then, the radical strategy shift,
its movers and shakers believed, would place the
company in a better position in an ever-crowding
market place. 
