LG Hausys (CEO Min Kyung-jip) is accelerating its market push in North America—the world's largest market for solid surface and engineered stone—by rolling out an aggressive marketing strategy that includes participating in local trade shows.
In line with this, LG Hausys took part in 'KBIS (The Kitchen & Bath Industry Show) 2019,' North America's largest kitchen and bath exhibition, held in Las Vegas, USA, from February 19 to 21 (local time), where it unveiled new engineered stone and solid surface products.
KBIS is the largest architectural and decorative materials exhibition in the United States, where kitchen and bath companies showcase products and technologies across kitchen and bath fields such as kitchen furniture, solid surface, flooring, lighting, and electronics. Boasting a history of more than 50 years, it draws related companies from around the world each year to present new products and the latest industry trends.
At this exhibition, LG Hausys introduced a total of 16 new products—its engineered stone 'Viatera' and its acrylic solid surface 'HI-MACS'—and showcased how these products can be applied in real living spaces such as kitchens and laundry rooms.
In particular, 'Viatera-Dolce,' which renders natural marble patterns even more naturally than existing Viatera products, and 'HI-MACS-Strato Cream,' which enhances workability with soft curved patterns and achieves a sophisticated design with a bright cream color, have been drawing praise from local architecture and interior firms and other industry professionals.
'Acrylic solid surface' is an interior marble made by blending inorganic materials, pigments, and other substances into a resin called methyl methacrylate (MMA). Prized for its outstanding durability, workability, and stain resistance, it is popular for both residential spaces such as kitchens and bathrooms and for commercial spaces. Thanks to its excellent thermoformability, it is also used in the interior and exterior of buildings as well as in works by artists.
LG Hausys currently ranks second in the North American acrylic solid surface market with a market share in the 20% range, behind DuPont, and it holds fourth place in the engineered stone market, where it continues to expand its share.
In particular, once the expansion of its third engineered stone production line at its plant in Georgia, USA, is completed in the second half of this year, its production capacity in North America is expected to increase by 50% from current levels to 1.05 million square meters, giving further momentum to its growth.
Kim Kwang-jin, executive vice president in charge of LG Hausys' U.S. business, said, "In line with the worldwide trend toward higher-end interiors, solid surface is rapidly spreading as a premium material applied beyond the kitchen to the entire home, including laundry rooms and living rooms," adding, "LG Hausys will strengthen its brand power in North America—the world's largest solid surface market—and build a foundation for continued growth."