[New York = E-Daily Seong Joowon Correspondent] LGELECTRONICS is continuing to post growth well above double digits this year in its “Builder” business, which targets U.S. homebuilders. While expanding the supply of premium home appliances to the U.S. housing market, LG Corp. is accelerating its market penetration strategy by leading with its ultra-premium brand, “LG Signature,” which targets high-income consumers with annual incomes ranging from $250,000 to $400,000 (approximately 340 million to 540 million won).

Jeong Yeon-gwan, Senior Vice President of Home Solutions Sales at LGELECTRONICS U.S., met with reporters on the 8th (local time) at the 10th-anniversary event for the U.S. launch of LG Signature in New York City. Regarding the growth of the U.S. builder business, he stated, “Although the growth rate has slowed compared to the early days as the business has expanded, we are continuing to see very meaningful growth,” adding, “This year, we are growing at a rate well above 10 percent.”
LGELECTRONICS(066570)LGELECTRONICS is rapidly expanding its presence in the builder market, where U.S.-based companies such as GE Appliances and Whirlpool hold a strong position. According to LGELECTRONICS, revenue from its U.S. builder business increased by approximately 64% year-over-year in 2024 and by more than 40% in 2025. The company explained that following two consecutive years of double-digit growth, this upward trend is continuing this year as well. The builder business is a business-to-business (B2B) operation that supplies home builders with home appliances such as refrigerators, ovens, and dishwashers. Unlike the model of selling products to individual consumers, it is characterized by the bulk supply of appliances during the construction of new homes or remodeling projects.
Executive Vice President Jeong said, “More and more builders are turning to LGELECTRONICS,” adding, “If we continue to provide high-quality products and services, we will be able to sustain our current growth momentum.”
LGELECTRONICS is also paying close attention to the growing demand for ultra-premium home appliances in the U.S. housing market. Analysts note that, particularly since the COVID-19 pandemic, U.S. consumers have placed greater value on the time they spend at home and the quality of their living spaces, leading to higher expectations for the design and quality of home appliances.
Executive Vice President Jeong explained, “In the U.S., there is a strong cultural tradition of families and relatives gathering at home to spend time together during holidays and other occasions,” adding, “Home appliances go beyond being mere household items; they are products that, like furniture, reflect one’s taste and standard of living.”

LGELECTRONICS has launched the brand LG Signature to target this market. Regarding the primary customer base, Executive Director Jeong said, “Customers with an annual income of approximately $250,000 to $400,000 will be our main target,” adding, “We can also satisfy customers with higher incomes if the products are sufficiently competitive.”
The price range also sets it apart from standard home appliances. He explained, “The price point is about two to three times higher than that of typical kitchen appliances,” adding, “We plan to continuously introduce products featuring innovative technology and luxurious designs befitting that price point.”
LGELECTRONICS is particularly strengthening its kitchen appliance lineup. The goal is to expand the competitive edge it has built in the U.S. washing machine market into the kitchen sector, including refrigerators and ovens.
Executive Vice President Jeong explained, “While LG Corp.’s washing machines have secured a high market share in the U.S., the market for kitchen appliances—such as refrigerators and range ovens—is also substantial,” adding, “We have strengthened the LG Signature kitchen product lineup to accelerate our penetration of this market.”
LGELECTRONICS unveiled its new line of kitchen appliances at the 10th-anniversary event for the North American launch of LG Signature, held today at the Guggenheim Museum in New York. The company plans to simultaneously target the high-end housing market and premium consumers by expanding the range of products available to suit different design preferences and living spaces.
The company took a cautious stance regarding changes in the trade environment, such as U.S. tariff policies. Executive Vice President Jeong said, “We have been doing business in the U.S. for over 20 years and have experienced various trade issues,” adding, “Based on our past experience, we are considering various measures to overcome the current challenges.”