LG Electronics Aims for Top 3 in US B2B Appliance Market by Year-End
LG Electronics is poised to break into the Top 3 of the US B2B (business-to-business) appliance market by the end of the year. Baek Seung-tae, head of LG Electronics Home Solutions Business Unit, announced this during a press briefing at the KBIS 2026, the largest kitchen and bath exhibition in North America, held in Orlando on the 17th (local time). Despite a downturn in the US construction industry, LG has achieved an average annual growth rate of 45% over the past two years.
The US B2B appliance market is predominantly composed of the built-in segment supplied through builders, accounting for approximately 20% of the US appliance market, which is estimated to be worth around $7 billion annually. Industry veterans GE and Whirlpool have traditionally dominated this space. However, LG Electronics, which entered the market only three years ago, is already shifting the landscape. Baek stated, "The synergy of proven product competitiveness, design, and ease of management that we have established in the consumer market is yielding results. We will steadily increase the B2B proportion, which currently accounts for about 10% of our HS Business Units revenue."
As the home appliance market matures, LG Electronics is heavily investing in its B2B operations to find new avenues for growth. This includes establishing dedicated sales teams for builders, investing in local logistics infrastructure, and increasing the capacity of their direct delivery logistics hubs by 35% compared to 2024, ensuring timely product delivery to construction sites nationwide. Additionally, LG is preparing the AI-based management software LG ThinQ Pro as a key differentiator. This software will allow property management companies to monitor thousands of built-in appliances installed across multiple homes from a single screen, facilitating the management of issues such as washing machine leaks and dryer performance.
With these strategies, LG Electronics is determined to solidify its position in the B2B sector, aiming to become synonymous with appliances in the business landscape.
The US B2B appliance market is predominantly composed of the built-in segment supplied through builders, accounting for approximately 20% of the US appliance market, which is estimated to be worth around $7 billion annually. Industry veterans GE and Whirlpool have traditionally dominated this space. However, LG Electronics, which entered the market only three years ago, is already shifting the landscape. Baek stated, "The synergy of proven product competitiveness, design, and ease of management that we have established in the consumer market is yielding results. We will steadily increase the B2B proportion, which currently accounts for about 10% of our HS Business Units revenue."
As the home appliance market matures, LG Electronics is heavily investing in its B2B operations to find new avenues for growth. This includes establishing dedicated sales teams for builders, investing in local logistics infrastructure, and increasing the capacity of their direct delivery logistics hubs by 35% compared to 2024, ensuring timely product delivery to construction sites nationwide. Additionally, LG is preparing the AI-based management software LG ThinQ Pro as a key differentiator. This software will allow property management companies to monitor thousands of built-in appliances installed across multiple homes from a single screen, facilitating the management of issues such as washing machine leaks and dryer performance.
With these strategies, LG Electronics is determined to solidify its position in the B2B sector, aiming to become synonymous with appliances in the business landscape.
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