LG prepares to expand market for Art Cool air conditioning
Air conditioning as a key element of interior design — LG is developing a new route to market for its Art Cool air-conditioning units.
LG is preparing to expand its Art Cool range of air-conditioning products into the residential and higher-end interiors market with a network of strategically placed dealers. The company is in detailed discussion with several companies, some new to the air-conditioning industry, but well versed in dealing with the more lucrative parts of the domestic market. LG is insisting on a business model from potential Art Cool dealers, which includes showrooms, planning, system design, technical and support services and staff trained in dealing with big-spending consumers. ‘We believe that there is an absolutely enormous market of consumers who want an Art Cool air-conditioning system in their homes or at their offices. We also believe, from market research, that the price of an installed Art Cool system is secondary to the quality of the installation and the product — in other words, better margins for everyone in the supply chain.’