LG Electronics is speeding up process of its built-in business in the U.S., which is the world’s biggest premium household appliance market.
LG Electronics made an announcement on the 1st that it introduced its new ‘LG Studio’, which is a premium built-in household appliances in which a famous interior designer Nate Berkus participated in, in the U.S. Nate Berkus is a famous American interior designer who had participated as a fixed guest for Oprah Winfrey Show, American Dream Builder and others.
LG Studio includes side-by-side refrigerator, oven range, gas cooktop, and others that have more polished look to them due to glass material such as stainless, LED light and others.
Side-by-side refrigerator forms variety of design of kitchen and harmony by applying its stainless handles and dispensers. This product has LED light that shines interior brighter and adds more of aesthetic sensation.
Oven range gives more polished feeling due to its stainless handles, controls made up of glass material, interior made up of blue color, and others. Gas cooktop has its front and controls made up of stainless material and lights up controls with red color when burner is lit. Its size can be adjusted depending on size of kitchen.
LG Electronics increased sales of built-in household appliances last year in American market by twice compared to previous year. Especially its LG Studio, which was first introduced in the U.S. in 2013, increased its distribution channels up to 600 last year and is expanding its base in American premium built-in markets.
It is also planning to target ultra-premium household appliance markets by launching its ultra-premium built-in brand called ‘Signature Kitchen Sweet’ in the U.S. during first half of this year. Signature Kitchen Sweet is a built-in kitchen appliance full package that is made up of refrigerator, oven, cooktop, dish washer, microwave and others. Starting with California where there are many wealthy people, LG Electronics is planning to hold commemorative events for release of Signature Kitchen Sweet such as events where customers can actually experience Signature Kitchen Sweet.
“Based on competitive edge in products that were recognized by our customers, this year will be the first year when LG Electronics’ built-in household appliance brand is completed.” said Department Head (President) Cho Sung-jin of LG Electronics’ H&A Business Headquarters.
Staff Reporter Kwon, Kunho | wingh1@etnews.com