Mbappe-backed brand set for London store in Harrods

A firm which counts Kylian Mbappe as one of its shareholders will this week open a store at London shopping stalwart Harrods.

German technology firm Loewe – which counts Mbappe’s family office as minority stakeholder – will have a space at the Brompton Road department store as the firm looks to expand its footprint.

Chief executive Aslan Khabliev described the move as an “important milestone in Loewe’s continued international growth”, adding that “this new retail concept is a natural next step in our ambition to establish Loewe within the world’s most prestigious luxury destinations”.

The tech firm specialises in TVs but has partnered with Real Madrid and France star Kylian Mbappe on a range of speakers. The brand has a line of coffee machines too.

The Fifa World Cup golden boot winner’s investment in Loewe was announced in 2024, with his Coalition Capital family vehicle becoming a minority stake holder, taking around 10 per cent in the firm. The agreement saw the Frenchman become a brand ambassador.

Mbappe the investor

Coalition Capital is the vehicle Mbappe used to invest across sport, technology and media. It acquired a majority stake in French Ligue 2 football club Stade Malherbe Caen, while it is part of a wider consortium that now controls the French SailGP team.

Elsewhere Mbappe has a stake in a blockchain fantasy sport organisation called Sorare, and a slice of digital health insurance unicorn Alan.

“Today’s consumers are looking for products that combine technology, design, craftsmanship, and emotion,” Khabliev added. “The strategy is to create meaningful brand experiences through carefully selected partnerships that reflect Loewe’s heritage and future vision.

“Harrods is one of the most iconic luxury destinations in the world and therefore the perfect home for this next chapter.”

The likes of Dior, Burberry, Prada and Tiffany & Co have each had pop-ups in Harrods as brands look to innovate to maximise reach.