| Type | Division of holding company (LVMH) |
|---|---|
| Industry | Fashion |
| Founded | 1846 |
| Founder(s) | Enrique Loewe Roessberg |
| Headquarters |
28014 Madrid, Spain Palacio de Miraflores, Carrera San Jerónimo 15 |
| Key people | Enrique Loewe Lynch (administrative board of directors & Honorary President), Stuart Vevers (artistic/creative Director) |
| Products | Leather goods, ready-to-wear, silk accessories & fragrances |
| Revenue | €67.9 million (2010) |
| Owner(s) | LVMH |
| Website | www.loewe.com |
Loewe (Spanish: [ˈlwe̞βe̞][1]) is a Spanish luxury clothing and accessories brand based in Madrid and is owned by the LVMH Group. Loewe is known around the world as being one of the very best when it comes to luxury leather goods.[2]
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Loewe's story goes back to 1846, when Madrid was preparing for two royal marriages, that of Her Majesty Isabel II of Bourbon to the Duke of Cadiz and that of the Princess Maria Luisa Fernanda to the Duke of Montpensier. That same year, a group of Spanish craftsmen opened a leather goods workshop in the most commercial district in Madrid, Lobo street (later Echegaray Street) in central Madrid. It was in 1872 when Enrique Roessberg Loewe, a German craftsman specialized in leather working, arrived in Madrid and decided to join forces with the leather workshop owners and establish the brand. Twenty years later, in 1892, E. Loewe was ubiquitous in the streets of Madrid, with a large poster staking his claim and marking an entire era. It was then that the firm began to become known among the general public. Enrique Loewe brought his precision and technique and Spain its sensuality, creativity and peerless expertise in leather.[3]
In 1905, Loewe became "Official Supplier to the Spanish Royal Crown," when Enrique Loewe Hilton was at the head of the house of Loewe, King Alfonso XII gave the family business the title of Supplier to the Royal House. Five years later, in 1910, Loewe had a reputation as the most luxurious and renowned boutique in Madrid and therefore began its expansion across the Spanish territory, opened a store in Barcelona. It was not until 1923 that Loewe began to open other stores in the capital, a process that began with the opening of an establishment at 7 Barquillo street. In 1934, Enrique Loewe Knappe took over the company. There followed years of expansion, with successive store openings, including the one at 8 Gran Vía, Madrid, in 1939. This property remains in the traditional style today.
In 1945 the designer Pérez de Rozas created models of bags in boxcalf, which soon became the brand's signature product. In 1959 Loewe opened a shop in Serrano Street in Madrid, which completely altered the stereotype of luxury items. In 1963 Loewe began its international expansion, opening a new boutique in New Bond Street in London. Towards the end of the 1960s, Loewe marked the beginning of its international expansion.
The 1970’s marked Loewe’s expansion into the Fashion Industry where Karl Lagerfeld, Giorgio Armani and Laura Biagiotti were behind the first women’s Ready-to-wear Collections. That same year Vincent Sailing created the classic Loewe monogram, recognizable to this day. The brand's first women’s fragrance was launched in 1972 under the name "L" and also designed its first handkerchiefs. In 1974 the Ante-Gold Collection appeared, designed by Dario Rossi, and marking a new era. The following year the scent Loewe Loewe pour homme was launched, which quickly became the market leader. In 1976, the brand inaugurated its first store in Japan, beginning its strong expansion in Asia. Today, Loewe owns more than 35 stores in Japan. In 1979 the Napa collection appeared, designed by Renzo Zengiaro, and the old concept of an 'armed' handbag was replaced by a bag almost without structure.
In 1985 the scent Air Loewe was launched, which became a market leader and even today remains one of the most popular in the Spanish market. 1986, the first Ready-to-Wear Loewe Man Store was opened in Serrano street in Madrid. In 1987 Loewe reached an agreement with the luxury goods group LVMH to strengthen the international expansion of the firm. Also this year the scent "Esencia de Loewe" was launched. In 1988 the Loewe Foundation was created. This foundation, led by Enrique Loewe, set up an annual International Poetry Prize.
In 1996 celebrating the brand’s 150 year anniversary, LVMH took over the ownership of the brand. In 1997 the designer Narciso Rodriguez took over the women's Prêt-à-Porter collection, and in 1998 Loewe held a fashion parade for the first time in Paris. In 2002, Jose Enrique Oña Selfa became the designer for the Women’s Ready-to-Wear Collections, debuting his helm of the mark with his collection for autumn-winter 2003/04 and Jose Luis Toribio for the Men’s Ready-to-Wear Collections. Today, Stuart Vevers is the Artistic Director for the Women's Ready-to-Wear Collections, the Men's Ready-to-Wear Collections and the leather goods, he has served as creative director from January 2008.
Loewe opens in London March 2011, the first new generation flagship outside Spain, the 1,300-square-foot (120 m2) store stocks the accessories collection only.[4]
In 2010, Loewe's hallmark Amazona bag aimed to reach the same iconic status for American women that it had for their European and Asian counterparts. The premier luxury handbag brand made its entree into the States via New York, launching a spring line at Bergdorf's and select boutiques. Each bag takes 10–12 hours to create, to help kick off the American launch the company brought in an artisan to demonstrate just how it's done.[5]
Cayetano Rivera Ordóñez will represent the global image of Loewe man for the new men’s fragrance, 7 Loewe to be launched in autumn 2010 as well as the global face of the s men’s accessories and ready-to-wear. According to the company, style, pedigree, beauty and elegance are the attributes shared by Loewe and Cayetano Rivera, which is why the luxury brand set its sights on the bullfighter to advertise a fragrance that is about both tradition and modernity.[6]
Loewe Amazona is the most representative series handbags. It is a symbol of women’s freedom. Amazona handbag was born in the 70’s when modern women were breaking the social, cultural, political barriers. Golden yellow suede symbolizes Spain’s soil; no declaration of the lining of the bold design shows the top leather authority. From 1975 to 2005, Amazona bag were deeply loved by aristocratic ladies. In addition to the classic suede outer, calf, small sheepskin, fur, jeans, silk, etc. are also used to make a Amazona bag. Elegant and practical square, open wire sewn, decorative embroidery package making Amazona the star product of LOEWE.[7]
7 Loewe is their men's fragrance.[6] 7 or "Siete" It is a reference to the seven capital sins, the seven wonders of the world and the seven cosmic laws. The blue of the bottle was carefully selected to correspond to a color called "Peacock Blue" which is one used to color the matador's costume of lights.[8]
Loewe is renowned for their made to order service. This is a luxury service of the very best experience as clients are able to have clothes and accessories tailor made to their own personal requirements. Pieces are hand crafted by a dedicated team of artisans who share expertise that has been passed through generations for over 160 years.[2]
The company’s earnings rose 7.5% in 2009, to reach €115.19 million, as a result of global expansion, especially in China. Nearly half this revenue was generated in Spain, which accounted for 36.5% of the total. Loewe operates 150 shops in 35 countries.[6]
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