Global digital leader LG Electronics has expanded its built-in appliance business in the Middle East, concentrating on a high-end products range that seamlessly combine individual home appliance products such as oven, refrigerator, IH hob and dishwasher, into a well-designed package.
The company announced that it will focus on high-end positioning and expand price coverage with premium products to secure product leadership in the built-in appliances space. The move comes at an important time with LG accelerating its built-in appliance business globally in the second quarter of the year.
“Getting a new house or having the kitchen renovated is an important decision,” explained B. Y. Kim, Senior Product Manager-Home Appliances, LG Electronics Gulf FZE, at a press conference in Dubai today. “By launching this impressive range, we are confident that our efforts in the Middle East will further solidify our emerging status as a global giant in the home appliance market.
“While putting the No.1 priority on satisfying consumer needs and uniquely responding to local market values, LG continues to develop products and features that cater perfectly to consumer tastes in each market,” Kim added. “By blending the different elements of the built-in appliance division, we are creating an even more convenient and efficient kitchen environment.”
LG’s built-in appliances balance aesthetics with the company’s renowned product innovation. This wide portfolio features built-in appliances such as energy-efficient ovens, hob, range hood, refrigerator and dishwasher that have recently won several prestigious design and innovation awards, including the coveted red dot design award.
Eqbal Yousuf, President, Al Yousuf Electronics, dealers for LG Electronics products in the UAE, pointed out that with the launch of this product range, the company was well-positioned to satisfy the growing demand for stylish and affordable products from the region’s thriving real-estate sector.
“LG and Al Yousuf Electronics are two iconic brands with a shared passion for creating practical consumer product experiences through design and innovation,” he said. “By marrying form with function, LG has created a range of affordable and easy to use built-in solutions which we are pleased to incorporate in our product offering.”
Included in the range are the SolarCook, LG’s red dot award-winning built-in halogen-based cooker that features a four-inch colour LCD touchscreen. Halogen heating elements shorten cooking times and users can interact with an animated chef’s assistant to review recipes, menus, functions, cooking progress and other digital content.
On the other hand, LG’s Multi Air Flow refrigerator delivers fast and even cooling that keeps food fresh for longer. The Miracle Zone function allows different temperature settings to give convenience and control. An additional feature, BioShield, made of anti-bacterial agents, prevents gasket distortion caused by bacterial growth.
LG Electronics’ hoods add a touch of elegance to the kitchens. Ensuring 90 per cent efficiency, the built-in hood’s baffle filters create an impenetrable barrier against grease. Their patented design causes vapours to halt and change directions, leaving grease particles behind and making extraction as quiet and clean as possible.
LG dishwashers, which offer an A-rated washing performance, simplify the cleaning process while ensuring optimum energy efficiency. Optimally designed to achieve a more powerful and efficient wash, the five-direction spray arms clean every surface.
About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 06657.KS) is the global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 72,000 people working in over 120 operations including 80 subsidiaries around the world. Comprised of four business units: Mobile Communications, Digital Appliance, Digital Display and Digital Media with global sales at USD 34.7 billion (consolidated USD 43.4 billion) as of 2005, LG Electronics is the world’s leading provider of CDMA handsets, residential air conditioners, plasma panels, optical storage products, DVD players and home theatre system.
LG Electronics Digital Appliance Company (DAC) is a technology leader and pioneer in home appliance convergence. LG DAC provides a total package of digital products for the home, including air conditioners, refrigerators, washing machines, cooking appliances and vacuum cleaners. LG is driving innovation in home appliance technology through products such as the world's first interactive refrigerator and the steam washing machine. LG DAC is building new growth opportunities in built-in kitchen appliances, commercial air conditioners and networked home appliances.
For more information, please visit www.lge.com
