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Ex-Apple, HP man is New Loewe MD

Peter Orre, a former Apple and Hewlett Packard executive, has been appointed as the new managing director at New Loewe GmbH with immediate effect. Matthias Harsch, who worked on the company’s strategic turnaround as CEO of Loewe AG, will become co-owner of parent company Panthera GmbH with responsibility for international expansion and the development of strategic partnerships.

Jan Gesmar-Larsen, chairman of the Advisory Board of the New Loewe company, said: “In Peter Orre, we have attracted a seasoned, top-class manager who will press ahead with further realigning and rejuvenating the Loewe brand. He has in-depth knowledge of German and international premium technology markets and great familiarity with trends and customers’ needs. He will draw on this expertise to develop new Loewe products that will inspire the market.”

Orre, a 59 year-old Swede, can point to a proven track record of product and marketing expertise. He worked for more than ten years at Hewlett Packard in Munich, most recently as marketing director for Europe, Africa and the Middle East. Prior to this, he held various management positions at Apple in both America and Europe, where he bore particular responsibility for developing innovative design products.

Peter Orre commented: “Loewe has set high standards in entertainment technology, in both performance and design. The strength of Loewe’s brand offers tremendous potential. I look forward to working with the New

Loewe team to bring the business to the next level. By pooling our strengths, we will access new customer groups and sales markets with the right product ideas, technology partnerships and marketing initiatives.”

Loewe’s new owners, Gesmar-Larsen, Kalmund and Sepmeier, aim to make the brand more attractive to a broader-based, younger, design-oriented, technophile target group in key territories including Europe, Russia and China. The company will draw upon the sophisticated development expertise Loewe has already accrued in combining TV and audio products into compelling ‘digital lifestyle’ entertainment solutions. Loewe products will continue to be designed, engineered and assembled in Germany while being optimally complemented with state-of-the-art technologies from Asia.