Lee Gyu-lee is a business writer at The Korea Times, focusing primarily on IT & telecommunications, the Ministry of Trade, Industry and Energy and KOTRA. Prior to this, she has covered a wide range of cultural news, from film, television and K-pop to lifestyle and fashion.
LG Electronics eyes European dominance, aiming to double sales in 5 years
Lyu Jae-cheol, head of LG Electronics Home Appliance Solution Company, poses at the company's booth during the IFA 2025 electronics exhibition in Berlin, Thursday (local time). Courtesy of LG Electronics
By Lee Gyu-lee
LG Electronics has announced its goal to double its home appliance sales in Europe within the next five years, setting its sights on becoming the continent’s top brand.
Lyu Jae-cheol, head of the company’s Home Appliance Solution Company, shared LG’s future business strategy in the European market during a press conference Thursday (local time) at the IFA 2025 electronics exhibition, which runs through Tuesday in Berlin.
“LG has weathered fierce competition in Europe, achieving rapid growth over the past several years, winning strong approval from customers,” Lyu said.
“To further penetrate Europe, one of the world’s most important premium markets alongside North America, we focused on showcasing products tailored specifically for European consumers at this exhibition.”
As Europe is one of the largest home appliance markets worldwide, LG has been competing with other foreign brands for both the premium and mass market segments in the region.
“We aim to double our home appliance sales in Europe within five years and secure our position as its leading brand by driving qualitative growth through an innovative business portfolio and meticulously tailoring our products to local customers’ needs,” Lyu said.
He said the company will accelerate growth in new business areas such as business-to-business (B2B), direct-to-consumer (D2C) and non-hardware solutions, while also strengthening its presence in the mass market segment, seeking to expand its profitability and overall stake in the European market.
“To sustain robust growth in our European home appliance business, it is essential to transition to business models, such as B2B, D2C and non-hardware solutions, that offer stable demand, reduced volatility in price and secure profitability,” he explained.
For the B2B strategy, LG will focus on built-in appliances to suit European housing structures, which tend to be compact.
It aims to increase its built-in sales in Europe more than tenfold by 2030, with the target of becoming a top five brand in a market worth $24 billion.
In the D2C sector, LG plans to grow sales threefold by 2030 through its online brand shop to establish itself as a key sales channel.
The company will leverage advanced artificial intelligence (AI) services, including an AI chatbot and personalized preference analysis, to lead more customers into purchasing, while expanding the lineup of products exclusively available through the online platform.
At this year’s IFA, the company is launching its LG ThinQ AI service in Europe. The service involves two key features: ThinQ UP, which automatically upgrades existing appliances with new AI capabilities, and ThinQ Care, which monitors and keeps maintenance with self-diagnostics.