LG launches Signature Series appliances

LG Electronics introduced its new range of ultra-premium home appliances to over 100 retailers and media representatives last night in Sydney.

The event at the Museum of Contemporary Art revealed the InstaView Refrigerator (RRP $9999), TwinWash Washing Machine (RRP $5999), AirPurifier (RRP $1999) and OLED TV available in 65-inch (RRP $13,499) and 77-inch (RRP $39,999).

LG Electronics Australia, general manager of home appliance sales, Murray Richardson said the Signature Series range represents a collaboration between LG Electronics and world-renowned Danish industrial designer, Torsten Valeur.

“Our focus is not on price – it is about delivering a premium product offering to the consumer. Our focus is all about what we can offer the consumer in terms of design and technology and more importantly – about convenience. The three key attributes retailers can demonstrate to consumers about these products is their durability, useability and design.

“Gone are the days where people are buying an appliance for the sake of doing the chores for the home. They are buying an appliance to service their needs, make life better and give them more time to spend with their family,” Richardson said.

Harvey Norman general manager – home appliances, Lachlan Roach told Appliance Retailer he was impressed with the high-end positioning of the Signature products.

“It is fantastic to see LG continuing to drive the premium end of the market,” Roach said.

Narta general manager, Darren Spencer, was also complimentary of the top-end consumer that will be attracted to these types of products.

“LG Signature are great products that delivers high value and high average selling prices and also brings in a new type of customer to retail stores.”

LG also announced the introduction of a premium ‘white glove’ Signature Service delivering one-on-one VIP customer support.

“With our supporting retailers, we are going to be providing a white glove delivery service for the first time,” Richardson said.
“We are going to be taking the worry about how the product will go from the retailer’s showroom floor and also take that shopper through another journey with a premium white glove VIP delivery service. We will deliver the product, install it and most importantly show them exactly how the product works. If the home has accessible plumbing we will even make the connection.

The distribution for the Signature Series will be limited to selected retailers at launch from the Narta and Harvey Norman groups.

“We want to monitor and manage the rollout of the range between now and the end of September, so we have commenced along the Eastern Seaboard first in Sydney, Melbourne and Brisbane. Once we have a thorough understanding of the process we will then roll this out across the other key cities in Australia. We have already experienced some sales and last weekend one customer bought the washer and refrigerator representing a $16,000 purchase,” Richardson said.

“LG Signature represents premium product delivering first-to-market product innovation, it has taken LG, along with Signature to a new shopper demographic. We pride ourselves on first-to-market product technology but we get to a certain price band, where this product goes beyond and we are noticing that the shopper demographic is growing within the price segment that we are targeting which is why we developed the Signature series.”

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