Cannes_2026_WEDNESDAY_ISSUE_DIGITAL

P remium German electronics brand Loewe is looking to accelerate its expansion into the global travel retail market following its debut appearance at TFWA World Exhibition & Conference. The company arrived at the show aiming to introduce its high-end electronics portfolio to retailers and operators while building relationships that could pave the way for a broader presence across duty free, airports and inflight channels. Speaking during the exhibition, Loewe Marketing Manager Lena Zäther explained that while this marks the brand’s first time exhibiting in Cannes, it has already taken initial steps into the travel environment. Loewe had a pop-up store at Istanbul Airport and also at Dubrovnik Airport for a fewmonths, which was fantastic for brand visibility and a strong step into the TR market. Loewe has also previously worked with Lufthansa, giving travellers access to selected products through the airline. Smaller, portable products such as headphones and speakers were particularly suited to the onboard environment, while the wider portfolio was showcased through the airline’s shopping offering. Those experiences have helped demonstrate the industry’s potential, and Loewe is now keen to take the next step by establishing relationships within the duty free market. “We are really looking forward to getting into the duty free business,” Zäther explained. “We are sure that our products match very well with high-end and premium airports and duty free shops.” Portable audio represents an obvious starting point. Headphones are inherently suited to travellers, while Loewe’s Bluetooth speakers offer another compact, grab-and-go proposition. However, the company does not intend to restrict its ambitions to its smallest products. Zäther said Loewe is prepared to Loewe tunes into travel retail with TFWA Cannes debut offer its broader portfolio to travel retailers, including larger speakers, where there is demand and sufficient space to showcase the products. The company is also approaching the sector with a global rather than region- specific strategy. Headquartered in Germany, Loewe has an international network of partners and is currently available in more than 50 countries, providing an established platform fromwhich to pursue further travel retail growth. Another potential opportunity is the creation of products specifically tailored to the channel. Although travel retail exclusives are not currently scheduled, Zäther confirmed that Loewe is open to developing special editions of headphones or speakers in collaboration with partners, depending on requirements. Romain Vet, Global Head of Sales, explained that early conversations in Cannes reinforced the team’s belief that audio could find a natural home in the airport environment. Loewe is using its first TFWA World Exhibition & Conference primarily as an opportunity to understand the channel, meet prospective partners and gauge the response to its proposition. The brand also sees an opportunity in bringing a different category to the exhibition. With relatively few consumer electronics companies represented at the show, Loewe’s presence offers buyers an alternative to more established travel retail categories. The team reported encouraging interest from passing visitors, alongside pre- arranged meetings with existing partners and contacts with international reach. For Zäther, the experience has provided an enthusiastic introduction to the TFWA community. “It’s a really huge event, but all the people are nice and super happy,” she said. “Cannes is beautiful and it’s really a great fair.” With its first Cannes appearance now providing a platform for new conversations, Loewe hopes to translate that interest into a stronger and more permanent travel retail presence, with premium portable audio leading the charge. RivieraVillageRC8 Wednesday 30 September 2026 30 T F W A D A I L Y