Bloomie’s Does Appliances

Bloomingdale’s tries on luxury majaps, TV with LG Signature shop
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LG’s luxury Signature collection has taken up residence at Bloomingdale’s flagship Manhattan store.

LG’s luxury Signature collection has taken up residence at Bloomingdale’s flagship Manhattan store.

Updated! Sears and JCPenney aside, department stores have long ago abandoned the video and major appliance categories, instead favoring faster-turning goods like cosmetics and apparel that take up less space and provide richer margins.

But Bloomingdale’s, the renowned fashion leader, is going back to the future with a first-time appliance and TV installation courtesy of LG Electronics.

And Bloomie’s being Bloomie’s, these are not your average mass premium products. What LG has assembled for the retailer’s flagship New York City store is a paean to the manufacturer’s luxury LG Signature collection.

See: In The Lap Of Luxury With LG

LG took up residence on the eighth floor last week with six items from the Signature line: a 77-inch W8 OLED TV, InstaView door-in-door fridge, washer/dryer combo unit, air purifier, dual-fuel double oven range, and QuadWash dishwasher. The ultra-premium products are available for purchase with included concierge service.

According to David VanderWaal, marketing senior VP at LG Electronics USA, the Bloomie’s boutique exemplifies how LG is pursuing distinctive sales channels for its ultra-premium collection, which reflect a lifestyle of simplicity and elegance. “Bloomingdale's is a natural fit for LG Signature products to unveil our new luxury retail model," he said.

Related: David VanderWaal Breaks Down The Luxury Majap Market

Bloomie’s agreed. “We continually seek ways to improve the lives of our customers through our product offering,” said Dan Leppo, executive VP and GMM of men's and home. ”The addition of LG Signature products alongside our robust home assortment allows our customers to explore how these items could work in their homes and enhance their lifestyle."

To underscore the philosophy, LG is hosting a panel discussion there tomorrow (Nov. 28) featuring designer Jonathan Adler, multimedia artist Jason Bruges and Bloomingdale’s home fashion director Joe Weiner.The trio will discuss 2019 trendspotting as well as the intersection of art, fashion, technology and design, and how each field will continue to impact how we incorporate tech into our homes, LG said.

LG’s pop-up shop builds on its technology partnership with Bloomie’s, having also provided 70 commercial OLED displays for the retailer’s curated “The Carousel” store-in-store section, where the panels combine for a 660-square-foot floor-to-ceiling video wall.

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