On the 8th (local time), LG Electronics’ premium home appliance brand ‘LG SIGNATURE’ unveiled its new products at the rotunda, the central circular space of the Guggenheim Museum in New York, U.S. The event was designed to allow local business-to-business (B2B) clients to directly experience the products, along with food and performances utilizing them. By choosing the museum as the venue, LG aimed to showcase home appliances not merely as tools for household chores but as elements that enhance the aesthetic value of living spaces.
This event reflects LG Electronics’ premium strategy, which emphasizes design and spatial experience. Beyond explaining how well refrigerators or washing machines function, the company seeks to demonstrate how spaces transform when these appliances are integrated. Hosting the showcase at the Guggenheim, renowned for art and architecture, underscores the intention to highlight both the functionality and sculptural beauty of home appliances.
LG SIGNATURE, launched in 2016 and celebrating its 10th anniversary this year, has expanded to 10 product categories, including refrigerators, washing machines/dryers, dishwashers, oven ranges, wall ovens, hoods, cooktops, and hood-compatible microwaves. Notably, the brand has increased its kitchen appliance lineup and designed products to harmonize when installed together. This approach ensures that individual appliances stand out while seamlessly blending into the home, akin to built-in appliances.
This design strategy aligns with LG’s focus on the U.S. ‘builder’ market, targeting home construction companies and real estate developers. The builder market involves supplying packages of refrigerators, dishwashers, ovens, and other appliances to these clients, accounting for approximately 20% of the U.S. home appliance market. Since construction companies select appliances for homes in advance, harmony with kitchen furniture and interior finishes is as critical as functionality.
LG Electronics is expanding its product portfolio and dedicated sales teams to secure more supply contracts in this market, where local players like GE and Whirlpool are strong. Success in this sector requires not only design but also reliable delivery, installation, and service capabilities. According to LG, its U.S. builder business sales surged by approximately 64% in 2024 compared to the previous year, followed by over 40% growth the year before.
The company is also strengthening ties with major construction firms. In 2024, it began supplying products to Lena, a large U.S. homebuilder, and last year signed an exclusive agreement with Century Communities, one of the top 10 U.S. builders. The number of contracts secured by ‘LG Pro Builder’ also increased by more than 25% year-on-year.
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