Kylian Mbappe-Backed Tech Brand Loewe Opens Store at Harrods

The expansion marks a strategic push by the consumer electronics firm into premier retail environments across global luxury markets.

Chief executive Aslan Khabliev stated that the Brompton Road launch represents an important milestone in the company’s continued international growth. According to Khabliev, establishing a footprint inside the iconic London department store aligns with the firm’s broader retail strategy.

The company built its reputation on manufacturing high-end television sets. However, the German brand has diversified its hardware portfolio by collaborating with Mbappe on a specialized line of audio speakers. The firm also markets a curated collection of coffee machines designed to target affluent residential consumers.

The investment partnership dates back to 2024, when Mbappe acquired a minority equity stake of approximately 10 percent through his investment vehicle, Coalition Capital. As part of that transaction, the Real Madrid and France forward assumed the role of official brand ambassador.

Diversified Portfolio Management Through Coalition Capital

Kylian Mbappe utilizes Coalition Capital to deploy capital across diverse asset classes, ranging from traditional sports management to emerging technology sectors. Beyond the German hardware manufacturer, the investment vehicle secured a majority stake in French Ligue 2 football club Stade Malherbe Caen. The family office also participates in an ownership consortium managing the French SailGP racing team.

The portfolio extends further into digital assets and enterprise software solutions. Mbappe holds an equity stake in Sorare, a blockchain-based fantasy sports platform, alongside an investment in Alan, a digital health insurance unicorn operating in Europe.

Khabliev emphasized that contemporary luxury buyers demand hardware that merges advanced engineering with aesthetic craftsmanship and emotional resonance. The firm aims to curate meaningful brand interactions via strategic partnerships that honor its design heritage. Securing floor space in a destination like Harrods places the electronics maker alongside established fashion houses such as Dior, Burberry, Prada, and Tiffany & Co., all of which have utilized temporary and permanent luxury retail concepts within the London department store to maximize high-net-worth consumer reach.

Retail Innovation and Market Positioning

The integration of professional athletes into core ownership and branding strategies reflects a broader shift in modern sports finance. Rather than relying solely on traditional celebrity endorsement agreements, elite athletes are taking direct equity positions in the companies they represent, aligning personal brand equity directly with corporate valuation milestones.

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