Press Release

LG’s first ultra-premium brand to mark debut of premium home products across GCC markets

Dubai, 15th August 2017 – According to market reports, the home appliances and home entertainment market is currently undergoing a significant change where consumers are starting to shift from traditional products towards more intuitive, elegant and appealing products. The increase in purchasing power and improving lifestyles are fostering the demand for smart home appliances around the world, especially across the GCC, where the residents embrace a premium standard of living making it a way of life for many.

Luxury lifestyle across the GCC has been a fast-paced journey, fuelling the evolution of luxury and retail across the region, according to some market analysts. LG Electronics has long been a key driver and an active participant in this phase of evolution with innovation, analytics-driven application and insights to its appliances and technology to produce a unified consumer experience that is as intuitive as it is effortless.

Keeping up the legacy of innovation, is the birth of a new brand and LG’s first ultra-premium brand with a new art of essence for the most discerning consumers in the region – the LG SIGNATURE. LG SIGNATURE brand has been gaining recognition across the globe from cosmopolitan consumers since its successful debut.

By combining LG’s most forward-thinking innovations, LG SIGNATURE represents the pinnacle of design, performance and usability in home appliances. LG SIGNATURE was developed under the full support of the company’s vision through continuous efforts to understand the needs of the consumers who want the very best out of life.

LG SIGNATURE is all set to open up new opportunities for the luxury segment of the electronics industry that caters to the premium consumers of the region.

Commenting on LG Electronics plans for a stronger foothold in the premium market segment, Kevin Cha, President, LG Electronics, Middle East & Africa, said, “With strong ambitions for the region, GCC has always been active in taking a prominent role on the world stage. The resilient dynamics of the region are all set to accentuate the luxury goods segment and the region has all the attributes to be well-known for not only luxury consumption but also luxury creation. With the GCC consumers being not only passionate about luxury but also being demanding and assertive, our latest LG SIGNATURE products is created with a striking design that is practical and visually appealing to communicate elite status while opening the doors to a new era in home appliance and home entertainment segment.”

The LG SIGNATURE products exemplify LG’s commitment to creating stylish, sophisticated products that seamlessly blend in to any setting while performing at the highest levels. LG’s innovative designs and products have always raised the bar across the appliances industry by seamlessly combining the latest in efficiency-boosting technology with stylish elements that create a positive first impression.

With a stylish touch that allows the collection to blend seamlessly into any environment, this premium collection signals a shift in the role of technology in everyday life. Conceptualized to exude a sense of elegance and sophistication, the LG SIGNATURE products were not just designed with the most exquisite materials that are aesthetically beautiful to touch and feel, but engineered with the most advanced technological systems that heighten performance whilst enhancing overall experience.

Within the GCC, studies have shown that consumers are using luxury as a way to express themselves, they are searching for unique pieces in the range of well-known brands and they are more receptive towards less known designs.

LG SIGNATURE products highlights the true extent of LG’s innovation leadership and the company’s passion for consumer-centric insights that drive the evolution of life. Leading experts have carefully created the exquisite products by undergoing a strict in-depth evaluation process to make every product feel like an extension of every individual in order to help them create some exceptional experiences.

“The rise in demand for luxury goods is a standard that LG can foresee across the region,” added Mr Cha. “It is the right time to invest in a new category for home entertainment and home appliances especially since more and more people within the GCC are beginning to adapt and embrace newer technology for productivity, efficiency and premium lifestyle.”

The official launch of the LG SIGNATURE products will take place on 22 August 2017 and the products will be available for purchase at the LG brand store and leading electronics and home appliance dealers across the GCC.

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About LG Electronics Middle East & Africa Regional Headquarters

LG Electronics Middle East & Africa (MEA) is the regional headquarters for LG Electronics based in Dubai responsible for the vast area from Western Sahara to Pakistan and from Turkey to South Africa. The MEA headquarters oversees operations in 23 countries comprised of 12 subsidiaries, 11 branch offices and 3 manufacturing facilities, covering sales across 35 countries. Employing more than 2,000 local workers, LG’s MEA headquarters is the hub for strategic governance of the company’s business in the region and provides support to country offices in the areas of marketing, human resources, training and procurement, among others.

Media Contacts:

Padma Venu
Regional PR Manager/MEA RHQ Marketing Team
Tel: +971-4-279-9507 (Ext. 507)
E-mail: Padma.venu@lge.com

LG-One
Hiba Abou Ghazale
Telephone: +971 4 553 9543
Fax: +971 4 553 9554
Email: hiba.aboughazale@lg-one.com