1st Anniversary of Objet Collection... LG Electronics Leading with Home Appliances

Over 60% of Objet Collection Buyers Are Under 40... High Preference Among MZ Generation
H&A Business Division's Q3 Cumulative Sales Grow Over 20% Year-on-Year Due to Objet Collection Popularity
About 30% of Objet Collection Customers Purchase Three or More Products Simultaneously, True to Collection Appliance Nature

LG Electronics models are showcasing the LG Objet Collection, a range of space interior appliances including plant lifestyle appliances, cordless vacuum cleaners, robot vacuum cleaners, air purifiers, and air conditioners, featuring new products added this year, at the LG Electronics Best Shop The Hyundai Seoul branch in Yeouido, Seoul.
[Photo by LG Electronics]

[Asia Economy Reporter Kim Heung-soon] LG Electronics' spatial interior home appliance 'LG Objet Collection' has grown into a mainstay of the home appliance sector within a year of its launch through increased sales, securing a younger customer base, and expanding its product lineup.

According to LG Electronics' internal customer survey results on the 2nd, since its launch at the end of October last year, the proportion of customers under their 40s among those who purchased the Objet Collection exceeded 60%. In contrast, the proportion of customers under 40 among all customers who purchased other LG Electronics home appliances is half, indicating that the Objet Collection is highly preferred by younger customers, including the MZ generation (Millennials + Generation Z).

Thanks to the popularity of the Objet Collection, LG Electronics' Home Appliance & Air Solution (H&A) business also recorded strong performance. As of the third quarter this year, the H&A Business Division surpassed cumulative sales of 20 trillion won, an increase of more than 20% compared to the same period last year.

The proportion of customers purchasing multiple product lines as a package also increased. Over the past year, about 30% of customers who purchased the Objet Collection at LG Electronics Best Shops bought three or more products simultaneously.

The LG Objet Collection product lineup expanded from 11 to 16 items last year, including Wash Tower, Styler, Dishwasher, Microwave Oven, Water Purifier, Top Refrigerator Bottom Freezer, Built-in Refrigerator, Kimchi Refrigerator, and 1-door Refrigerator, Freezer, and Kimchi Convertible Refrigerator. New products added this year include the LG Tiun, a new concept plant lifestyle appliance that allows anyone to easily grow and enjoy various plants such as flowers, vegetables, and herbs; CordZero A9S All-in-One Tower cordless vacuum cleaner; AI robot vacuum cleaner CordZero R9; PuriCare 360° Air Purifier Alpha; and Whisen Tower Air Conditioner.

LG Electronics has also expanded its expert-selected color solutions to 17 by collaborating with the world-renowned Pantone Color Institute in the United States. Additionally, through collaboration with LX Hausys, LG is jointly developing new colors for the Objet Collection.

Until December 31, LG Electronics is holding the 'LG Objet Collection 1st Anniversary Customer Appreciation Event' on the LG Electronics Membership app, where 2,021 customers who enter will be selected by lottery to receive prizes such as the LG PuriCare 360° Air Purifier Alpha Objet Collection, LG Dios Wine Cellar Mini, LG Tone Free wireless earphones, and Americano coupons. Customers who purchase five or more different items from the LG Objet Collection as a package will also receive additional purchase benefits, including cashback or mobile gift certificates worth up to 2 million won, depending on the number of products purchased.

Ryu Jae-chul, Vice President and Head of LG Electronics H&A Business Division, said, "We will continue to strengthen the Objet Collection lineup, which combines the overwhelming performance of LG premium appliances with differentiated designs that harmonize with space, so that more customers can experience the unique value of spatial interior home appliances."

This content was produced with the assistance of AI translation services.