LG outlines big plans for its home appliance range in 2013

By Patrick Avenell

LG Electronics is targeting the home appliances categories for growth and market share with new products being rolled out during the first half of 2013. Refrigeration and laundry, two of LG’s core competencies, will refreshed, while there will be renewed focus on cooking, which has not always been LG’s strong suit

At the launch yesterday of LG’s new Door-in-Door Side-by-Side refrigerator, LG Electronics national sales manager Murray Richardson outlined the plan LG has formulated for the market. He said a new range of frontload washing machines will be supported with a national retailer roadshow to introduce LG’s dealers to the new products.

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This is a similar approach that LG has taken for other product ranges, such as the original French Door Door in Door refrigerator range, which has enjoyed a successful launch period, according to Richardson.

While LG has been an active supplier of cooking appliances for many years, with close ties to the Harvey Norman group of stores, Richardson said LG will have the complete cooking appliance offering in 2013. A main component of this offering will be style consistency across the range, so consumers can build a kitchen with a distinct look and feel.

In related appliance news, LG’s floorcare offering is performing strongly, Richardson said, due in part to the launch of the latest Roboking robotic range. Richardson was especially pleased that robotics was successful, as this category has high average sales prices and has injected more value into the market.

When asked about LG’s view on online retail, Richardson reaffirmed LG’s commitment to only deal with online stores that are an adjunct of bricks and mortar outlets.

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