LG Electronics Inc. aims to sell its high-end appliances in more than 5,000 U.S. retail stores within 5 years, up from its current tally of more than 4,000, according to Reuters.
LG started selling its appliances in the U.S. 5 years ago, but is continuing to build its reputation with American consumers. It currently sells through retail chains including Best Buy Co. Inc. and Home Depot Inc.
LG said it wants to be the leader in what it sees as the "mass premium" market--high-end products such as $2,000 refrigerators that don't necessarily compete with the ultra-luxury brands.
According to Reuters, the company said it was talking to Sears Holdings Corp. about selling its appliances at Sears department stores. LG currently sells microwaves at Sears stores, and also makes appliances under the Kenmore brand name, but does not sell LG brand appliances there.
LG competes with larger rival Whirlpool Corp. Whirlpool recently bought rival Maytag, combining brands such as Jenn-Air and KitchenAid under one roof.
While it cannot match Whirlpool's size, LG said its competitive edge comes from its technology, such as refrigerators with television screens, and a new service called "weather plus" that gives real-time weather updates on a small screen. The refrigerator has a USB port, so customers can also upload digital pictures to run family slide shows.
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