LG Combines Good Looks, Clever Design

New York— White goods retailers were clearly throwing the dice when they brought in an untried front washer from LG, a brand that had little, if any, resonance with U.S. majap shoppers last year. But dealers were wowed by its looks, features and price point, and, as it turned out, consumers would be too.

"We started with the 1832 [$899], the step-up 2032 [$999] and their companion dryers, and they just took off running," recalled Alex Piligian, major appliance buyer at P.C. Richard & Son. "We were concerned that customers would say 'Who's LG?', but we found that consumers buy with their eyes. If the sales person can sell the feature benefit, and the piece looks good, they'll take it."

The experience was similar for Paul Warner, VP/purchasing director at Warners Stellian. "I'm probably as shocked as most, but that model and the whole line has done well and served us well," he said. "We were surprised and pleased that the consumer was willing to spend on that brand, and I understand that other dealers like Fry's, P.C. Richard and Best Buy like it too. Without a doubt, it's holding its own with the likes of Whirlpool and Maytag."

For Piligian, a key selling point was the manufacturer's craftsmanship. "The fit, feel and finish of this product are terrific," he said. "It also has substantial, innovative technology like its direct-drive motor, plus the largest capacity out there."

Piligian also believes that the 1832 represents a "throwback to traditional styling," which provides consumers with an alternative to the more contemporary looks of the Duet (Whirlpool) and Neptune (Maytag) front-loaders. What's more, with the addition of a forthcoming, smaller capacity entry-level model at $799, and the introduction of stackable front-panel models at $999 and $1,099, the LG line offers "more breadth than anyone else, and real nice step points," he said.

Warner agreed that the 1832 is "engineered well, is a win in its aesthetic presentation, is competitive in capacity and conservation, and has the direct drive story." Also important, he said, was the timing of its introduction — which came just as the front-loader market was beginning to ignite — as well as its large window and "desirable price point."

In addition, Warner lauds LG for its retail sales support and for keeping his company well-stocked in washers, two factors that also contributed to the 1832's success.