Company aligns with trend of refrigerators, washers getting bigger with changing lifestyles


LG Electronics is aiming to take the lead in introducing high-capacity home appliances in the local market as well as some overseas regions, ranging from side-by-side refrigerators to drum washing machines.

The premium high capacity side-by-side refrigerators in the 800-liter range are gaining popularity in the country as an increasing number of double-income families request more storage space due to their changing lifestyles.

A large portion of dual-income families are changing how they purchase food, visiting the large chain discount stores which mostly sell their items in bundles, according to an LG official.

Industry sources also say that 800-liter refrigerators are expected to take more than 50 percent of the local market this year, which is why big local names such as LG and Samsung are releasing new and bigger lineups.

So far, LG Electronics has featured 30 different models of the high capacity refrigerators, including 13 870-liter refrigerators, in its stores across the nation.

The flagship models were in the 600-liter and 700-liter range for the local electronics giants in the past. LG, however, was the first to showcase a fridge in 800-and-above liters ― the 801-liter side-by-side fridge in March 2010.

Since then, its rival Samsung Electronics has unveiled the 820 and 840-liter side-by-side fridges, intensifying the competition for premium high capacity refrigerators here.

The move also comes as Shin Moon-bum, chief executive of LG’s home appliances company, said the firm is aiming to record two-digit growth in home appliances this year.

“The most important strategy that should be pursued by LG is gaining product leadership. With the design, product planning and the necessary research and development resources, we expect to get near our goal of reaching $20 billion in global sales in 2014,” he said in a press conference in Las Vegas in January.

Shin also said LG will make more aggressive moves to conquer overseas markets as the firm saw a 12 percent rise in the global home appliance market in 2011.

Indicating that it needs to record a boost of 10 percent every year to reach its 2014 sales goal, the electronics firm expects to see the smart appliances market grow up to $15 billion by 2015, he added.

In a related effort, the firm also featured a storage space called the “magic space” that increases the inner storage space without changing the size or style of the fridge.

With a capacity of up to 72 335-milliliter cans, the user can push the “easy open” button to open the upper right side of the cooler, according to LG officials. Global industrial designer Karim Rashid’s design is also seen on the outside of the machine.

On top of refrigerators, the firm also released the new 19 kilogram capacity washing machines in the local market this month.

The drum washer, named TROMM 6 Motion, holds up to 19 kilograms of washing material and 10 kilograms in its dryer function, meaning that two bedclothes can be washed simultaneously, said an LG official.

“The demand for high performing washing machines is rising as people think about 10 years after their marriages when they are likely to have children and a bigger home,” an LG official said. “This is also due to the fact that most people use their washers for about 10 years after the initial purchase.”

The direct drive motor located within the product enables it to perform better in washing and drying of the cleansing materials and the six different motion features ― which include massaging, shaking and water-eliminating ― make it higher performing and energy-efficient, its officials said.

It saves up to 37 percent in electricity bills and shrinks by half the time for drying clothes compared to previous models, they said.

The TROMM 6 Motion can speed wash up to five shirts at the same time, meaning it is capable of washing, rinsing and spin-drying them in only 17 minutes, said LG officials.

The washer, which is taller than previous models for increased convenience when putting in and taking out clothes, is also equipped with several multi storage spaces.

“LG is expected to maintain the top global position by providing high capacity home appliance goods that concentrate on the key functions as well as the convenience features,” said Jo Seong-jin, executive vice president and head of washing machine division at the firm.

By Cho Ji-hyun (sharon@heraldcorp.com)