LG faces growing competition in steam closet market

LG Electronics' steam closet TROMM Styler / Courtesy of LG Electronics

By Baek Byung-yeul

When LG Electronics first introduced its steam closet LG TROMM Styler, the home gadget received mixed responses from consumers. However, more consumers have discovered the conveniences of a closet that can steam their clothes, and now it has become a vital home appliance for Korean consumers.

While LG has displayed its dominance, more home appliance makers are challenging the steam cleaning cupboard market. Coway, best known as a water purifier manufacturer, released its own steam closet and tech giant Samsung Electronics will also roll out its own product by the end of the year. China's Haier also unveiled its concept model of a steam closet at this year's Appliance & Electronics World Expo 2018 in Shanghai.

Coway said its steam closet has its own strengths as it combined a de-wrinkle function with an air purifier function. The company claimed the new gadget can remove fine dust on clothes and make clothes smell fresh. It also said its steam closet can protect clothes from mold using a dehumidifying system.

Samsung didn't make any official announcements for its steam closet gadget, but the company recently registered a product of trademark for a Samsung clothing cleaner at the Korea Intellectual Property Rights Information Service (KIPRIS).

Industry sources said Chungho Nais, Korea's No. 2 water purifier manufacturer, is also considering rolling out a steam cleaning cupboard. As the country's largest home appliance rental service firm, Coway will begin rental service of its steam closet, and consequently Chungho Nais is expected to launch the same kind of service after introducing its cleaning cupboard.

It remains to be seen whether those second-movers can chase the LG steam closet.

After LG rolled out a new version of the TROMM Styler two years ago, it reached the 100,000-mark last April and surpassed the 200,000 mark this January. This year, LG has sold more than 10,000 TROMM Stylers a month.

Industrial data showed a local market size of 120,000 steam closets last year. Due to severe fine dust pollution, the market is expected to grow to 200,000 this year.