LG Electronics targets doubling Europe appliance revenue within five years

LG Electronics Home and Living Solutions division head Ryu Jae-chul speaks during a press conference/ Courtesy of LG Electronics

SEOUL, September 05 (AJP) - LG Electronics outlined plans to double its European home appliance revenue within five years and become the region's leading appliance brand, according to statements made Friday (KST) during a media briefing at IFA 2025 in Berlin. Home and Living Solutions division head Ryu Jae-chul presented the company's European market strategy focusing on B2B, direct-to-consumer sales, and non-hardware services to achieve sustainable growth.

The European appliance market represents approximately $113 billion in 2025 and is expected to grow at an average annual rate of 4.1 percent through 2030, according to market research firm Statista. LG Electronics currently competes with international brands across both premium and volume segments in Europe, while maintaining its number one position in the North American premium appliance market.

LG plans to expand its built-in appliance business revenue tenfold by 2030, targeting a top-five position in Europe's estimated $24 billion built-in market. The company will strengthen B2B operations through its "LG Built-in" mass premium brand and expand from Southern European markets to Western and Northern European premium segments. Commercial laundry appliances under the "LG Professional" brand will also launch across Europe.

The company aims to triple its online brand shop revenue by 2030 while expanding AI-powered home platform services including the ThinQ ON hub and LG IoT devices across major European markets. LG will introduce region-specific B2B AI home solutions, including building management systems for North American rental developers and residential complex management packages for European and Middle Eastern markets.

LG showcased energy-efficient appliances designed specifically for European requirements, including washing machines that use 70 percent less energy than EU A-grade standards and refrigerators consuming 40 percent less energy. European consumer media evaluations ranked LG refrigerators first in 19 categories across eight countries and washing appliances first in eight categories across five countries as of August 2025, according to the company's data.

Candice Kim candicekim1121@ajupress.com