LG Electronics Breaks into Another $10 Billion Market with U.S. B2B Home Appliance Success

LG Electronics has secured another supply contract in the U.S. builder (construction company) home appliance market, which is valued at 10 trillion won. LG Electronics, which has emphasized qualitative growth centered on business-to-business (B2B) transactions, is now delivering tangible results.

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On the 17th, LG Electronics announced that it has signed an exclusive home appliance supply agreement with Century Communities Inc. Under this contract, LG Electronics will supply all high-efficiency and AI-powered appliances-including refrigerators, washing machines, dryers, dishwashers, and ovens-to tens of thousands of new homes built by Century Communities in the United States through 2029. The business will be spearheaded by the dedicated sales and service organization, LG Pro Builder. LG Electronics plans to propose and supply customized appliances by comprehensively considering customers’ lifestyles, home structures, and regional terrain and climate.

LG Electronics aims to enhance energy efficiency with high-efficiency appliances certified by the U.S. Environmental Protection Agency’s Energy Star program, while also providing a differentiated experience through services based on the AI home platform, LG ThinQ AI.

By supplying products on a large scale to builders constructing residential and commercial buildings, LG Electronics is achieving significant results in the U.S. B2B home appliance business. Unlike the business-to-consumer (B2C) market, where products reach consumers through major retailers, B2B home appliances are primarily supplied to construction sites through builders.

An interior design image of a residential space showcased by LG Electronics in the business-to-business (B2B) home appliance market. LG Electronics

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The North American B2B builder home appliance market is valued at approximately 7 billion dollars (9.6 trillion won), accounting for a substantial 20% of the total appliance market. According to the Association of Home Appliance Manufacturers, the cumulative transaction volume for builder appliances reached 3.3 billion dollars as of June this year. The B2B market has high entry barriers, as suppliers are selected based on comprehensive criteria such as business stability, product durability, and maintenance capabilities. However, once a partnership is established, it allows for stable, large-scale revenue.

This contract marks the second major partnership with a large builder, following last year’s agreement with Lennar, the second-largest builder in the United States. It underscores the rapid expansion of LG Electronics’ presence in the local B2B home appliance market. Century Communities is a major builder supplying residential and commercial buildings across the United States and is ranked among the top 10 builders in the country.

Since establishing LG Pro Builder in 2023, LG Electronics has maintained annual sales growth in the 60% range. In particular, sales in the first half of this year grew by more than 70% compared to the same period last year. The company is aiming to enter the “top 3” in the market next year.

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LG Electronics is also achieving results in the commercial laundry appliance market. Following last year’s supply agreement with Wash, the second-largest laundry solutions company in the United States, this year LG Electronics began supplying products to CSC Serviceworks, the number one company in the sector. The company plans to expand its large-capacity commercial laundry appliance line, LG Professional, to the North American and European markets within the year.

Jung Kyuhwang, Executive Vice President and Head of North America at LG Electronics, stated, “This achievement once again proves the outstanding performance, quality, and brand reliability of LG appliances,” adding, “We will further solidify our position in the U.S. B2B home appliance market going forward.”

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