AWE has been appointed as the main distributor for premium consumer electronics brand Loewe in the UK.

Loewe will continue to support its Galerie stores and some strategic accounts directly, but AWE will now be the main route of supply for the majority of retailers.

In 2012, Loewe chose AWE, which is based in Epsom, Surrey, as its distribution partner for the UK custom install channel. This move proved successful and the two companies have now agreed to extend the partnership, giving AWE responsibility for the majority of the Loewe channel in the UK.

Loewe said its dealers will continue to enjoy exactly the same terms and conditions they have received from Loewe UK direct and in addition they will also benefit from the service and infrastructure available from AWE - a specialist distributor of high-end AV and custom install products.

Said James McConnell, managing director of Loewe UK (pictured) : “We feel this is a classic win-win. AWE will offer our dealers a better logistics platform at the same great terms and conditions they get today. They also offer access to margin enhancing complementary products and expertise in the home automation sector.

“Loewe has come through a tough year. However, we believe passionately that there is demand for a premium TV brand and that Loewe is that brand. We continue to offer some of the best retained margins in the industry but understand that this needs to come with relevant products and great service. You will see even more improvements over the coming year.”

Added AWE’s managing director Stuart Tickle: "I’ve had some insight into Loewe’s product roadmap for 2014 and 2015 and we’re very excited about their plans."

AWE has appointed its sales director, Paul Mott, to lead the development of the Loewe business for the company.

Said Mr Mott: “Our extended distribution partnership with Loewe brings not only a compelling range of UHD TVs to our existing custom installation network, but also demonstrates a commitment from AWE to the supply of specific brands into the independent retail channel.

“This new level of partnership will create fresh opportunities for new and existing Loewe dealers to generate profitable new business, backed up by strong support. I look forward to meeting with dealers, discussing the brand and presenting the new range of screens being launched at IFA.”