EAST AFRICA – South Korean multinational conglomerate corporation LG Electronics is expanding its market footprint in East Africa by opening new shops in four countries in response to the growing demand for home appliances, entertainment and air conditioning solutions.
LG Electronics East Africa now says it will refurbish 20 shops and launch additional ones, in Tanzania, Ethiopia, Sudan and Kenya, targeting an increasingly tech-savvy, environmentally conscious consumer seeking premium products to match their lifestyle.
The company is also keen on the growing market for wearables, driven by lifestyle changes due to the Covid-19 pandemic.
According to LG Electronics East Africa Managing Director, Sa Nyoung Kim, the planned shops across the region will be high footfall, high-sales stores designed to enhance customer experience for the new technologies and products the company has to offer.
These include OLED TV, InstaView refrigerator, TWINWash washing machine, Neochef microwave and Vivace AI-powered washing machines.
“Over the last few years, we have been expanding our physical presence in the East Africa region. We plan to take this further by growing our premium category and providing the kind of experience our customers desire, be they individuals or businesses seeking first-class technology with the right support,” said Kim.
He added that consumer trends point to steady growth in the business-to-consumer and business-to-business segments, with notable increase in purchase of premium products like refrigerators, TVs and washing machines incorporating the latest energy-saving technologies.
Recently, LG launched a second store in Dar es Salaam, Tanzania. The consumer electronics giant is currently rolling out a number of premium products in East Africa with the latest core technology featuring intelligent applications.
“It has become evident during the pandemic that technology is even more important in people’s lives, coupled with innovations that support efficiency and healthy living”Sa Nyoung Kim – Managng Director, LG Electronics East Africa
These help households conserve energy, water and are environmentally friendly and easily usable even by physically impaired persons, thus promoting diversity and inclusion, key Sustainable Development Goals.
With consumers spending most of their time indoors, music, film and gaming subscriptions have surged leading to strong sales of home appliances.
“It has become evident during the pandemic that technology is even more important in people’s lives, coupled with innovations that support efficiency and healthy living,” explained Kim.
Sales of wearables have climbed as consumers engage in indoor activities like exercise to remain healthy while working at home.
The LG PuriCare wearable air purifier signals the latest push by the company into the portable protection category.
In 2020, LG also launched e-showrooms in Kenya in a bid to increase reach to tech-savvy consumers shopping for electronic appliances and devices online.