LG Electronics targets over 60% growth in U.S. B2B market in 2025

Lyu Jae-cheol, head of LG Electronics’ Home Solutions Division, explains various solutions for implementing AI-powered smart homes at the International Builders’ Show (IBS 2025) in Las Vegas, US, on the 25th. (LG Electronics)

South Korean tech giant LG Electronics Inc. will aim to achieve over 60 percent growth in the business-to-business (B2B) market in the United States this year, according to Lyu Jae-cheol, head of the company’s Home Appliance and Air Solution (H&A) Division.

“We will expand our presence in the rapidly growing B2B home appliance market by leveraging our product portfolio, which spans from home appliances to heating, ventilation, and air conditioning (HVAC) systems, and by providing total space solutions tailored to customers’ living environments,” Lyu said, during a press conference at the Design & Construction Week (DCW) 2025 in Las Vegas, the United States, on Tuesday, local time.

The builder (construction contractor) market accounts for approximately 20 percent of the U.S. home appliance industry, making it a significant sector.

LG Electronics plans to enter this market in full force, aiming to replicate its business-to-consumer (B2C) success in the B2B sector.

“We achieved a 64 percent year-on-year sales growth in the U.S. builder market last year, and our goal of becoming a top three player in the U.S. B2B home appliance market within three years is also on track,” Lyu said.

LG Electronics established a dedicated sales unit, LG Pro Builder, in 2023 to strengthen its foothold in the United States, offering package solutions that bundle refrigerators, washing machines, ovens, and other appliances tailored for builders.

He emphasized LG’s strategy to dominate the B2B market with high-efficiency energy products.

“More than 90 percent of dryers used by U.S. consumers are vented models that generate heat exceeding 90 degrees Celsius, requiring an exhaust vent,” he said. “We plan to replace these with ventless heat pump dryers, which offer higher energy efficiency and lower operating costs.”

LG Electronics plans to adopt a top-down strategy in the B2B sector, similar to its approach in B2C, by launching premium products first.

“History has proven that strong branding is key to ensuring long-lasting product success,” Lyu said. “As part of this strategy, we have rebranded our ultra-premium built-in appliance brand Signature Kitchen Suite as SKS and introduced it for the first time at DCW 2025.”

Lyu also spoke about enhanced regulations under the Trump administration, saying that the company will respond with a “flexible manufacturing strategy.”

“In a situation where new regulations can emerge at any time, we have built a flexible manufacturing system that allows us to produce any product at any production site,” he said. “By adjusting our strategy based on different scenarios, we can maintain a competitive edge over our rivals.”

“If local production in Mexico becomes an issue, we will flexibly shift our production to the most favorable locations, such as Korea, the U.S., Vietnam, Thailand, or Indonesia.”